Noventum conducted an on-line survey at the latter end of 2010 asking clients and prospects typically interested in service issues to complete an online survey. Following on from the general study, we conducted a targeted telephone survey in February/March 2011, contacting senior executives from a wide range of highly successful large European organisations (including Rolls-Royce, Airbus, Alstom, BAE, BT, AveryWeight-Tronix, Elekta, Eurocopter, Cisco, Areva, Schneider Electric SA, Siemens, Dassault, Fujitsu and GE) to examine the challenges faced and the successes achieved, and reveal the extent to which these companies are undertaking service transformation programmes as part of that success.
As Europe moves into the next economic cycle, businesses are transforming their service operations to take advantage of the growth in demand for services. This research will help CEOs and Service Directors to understand how organisations are achieving "Service Transformation", why they are doing it and how they are benefiting from the results. All those interviewed were readily prepared to tell us of the challenges they faced in creating a mature service capability that would be able to provide the customer with a brand experience ensuring value for money.
They discussed their concerns and issues in undertaking service transformation campaigns and were straightforward about the scale of the challenges they faced, and continue to deal with. The phrase "service transformation" has been coined to describe the transition from basic product support towards a fully managed support environment in which the supplier delivers a complete spectrum of support and services, to optimise the benefits arising from full utilisation of the equipment.