工业制造企业在创造实物、销售给客户、原始设备制造商或经销商方面有着悠久的成功历史。 许多公司还提供基本服务来维持其货物的功能，例如销售备件或维修服务。 他们在开发服务化和更复杂、更无形的服务（如主动支持客户的操作（为产出或结果付费）方面遇到了困难。

A. 管理不确定性

领导人不愿意采取服务主导战略是问题之一。 中层管理人员，而不是高级管理人员，常常采取第一步，成为有利可图的服务提供商。 这些经理与客户关系密切，可以自由决策，并且有动力在工程师、销售人员、数据科学家和服务人员之间建立联系。
此外，它们往往从微小的测试开始，测试表明对客户面临的运营问题有着真诚的兴趣，并愿意利用供应商的专业知识、洞察力和货物来开发一种特殊的解决方案，从而在首次公开发行之外增加价值。 然而，为了将单一的盈利性试验转变为长期的商业模式，企业必须采用新的营销策略，开发新的技能，并规划其资源以支持服务。 没有最高管理层的指导和协助，这种规模的变化是无法实现的。

从客户的角度审视你的业务

公司应该评估市场对这些服务的需求，以实现这些好处并减少模棱两可。 然而，传统的客户研究方法并不有效。 最好的服务提供者根据客户成熟度和购买服务的倾向对客户进行分组。 只有10%的受访者表示，他们在向面向客户的员工介绍情况时考虑到了成熟度，因此这种客户购买成熟度的划分对工业公司来说是一种新的策略。 另一个问题是，必须建立新的客户端连接，因为购买基于输出或结果的合同的个人通常与购买产品的人不同。 对于通过OEM销售的制造企业来说,难度更大。

为了成功经营企业，企业需要停止把自己当成制造商，而是通过客户的眼睛来看待自己。 对于许多制造商来说，这是一个重大问题，因为他们总是更关心商品，而不是他们所能提供的价值。 因此，我们发现一个大型发动机制造商实现传感器技术以微调发动机性能的例子。 这项服务通过正常运行时间和节能所提供的价值没有考虑在内，因为传感器是以成本加成本的方式作为产品提供的。
制造商在考虑价值时，必须关注消费者如何获得更高的产量、更高的产量和更好的质量。

证明什么是可能的伟大例子已经存在。 一家显微镜生产商看到对其产品的竞争程度有所提高。 他们的服务机构开始了一个从显微镜数据中转换信息的项目。 他们创造了帮助制造过程质量循环的专有算法，并且已经在半导体制造商的生产线上产生了惊人的结果。 他们的服务远远不止于销售原始显微镜，而是将产品、数据和数据分析与算法相结合的一整套服务，以满足客户的需求——高质量和车间产量。

获得必要的技能

大多数繁荣的服务业在走向服务化的过程中逐渐改变了他们的思维方式。 他们首先承认，如果产品的知识产权被整合到服务中，它可能更有价值。 第二，他们意识到曾经被称为”售后市场”的东西实际上就是他们业务的基础。 第三，他们明白提供服务是一种艺术形式，其中技术、软件和数据至关重要。
具备必要的能力是提供复杂服务的必要条件。 最关键的功能通常是那些技术（我能用我的技术为客户提供多大程度的服务）、数据（我能提供关于设备设置、操作和性能的信息）和数据分析。

知道如何将服务化付诸实践

服务是一种以客户为中心的行为为后盾的心态，而不是一个部门。 适当的业务和运营模式应该支持这一点，包括一个（数字）平台，使制造商能够与消费者互动。

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