Services are one of the last areas in which companies seek to innovate, Kamalini Ramdas, a London Business School professor of innovation and operations management, tells Harvard Business Review. Management tends to have a that’s how we’ve always done it attitude toward service — yet breaking those patterns can revolutionize a company, leading to greater customer satisfaction and lower costs.
Ramdas offers four steps in innovating service:
- Challenge assumptions about your service structure.
- Match customer needs by bundling or unbundling services.
- Refine your strategy.
- Find the right people to deliver the right components of your service.