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Service Vision Design

Design value into your service offerings for differentiation

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In today's market, most technology products are viewed as a commodity.

 

Solution providers who lead with a cartload of technology risk getting lost in the noise.

You must be able to articulate differentiated value - to avoid ending up competing on price.

High-value service offerings are your differentiation

Leading IT solution providers view services as strategic - providing them with competitive advantage in the crowded market place.

Well-designed service offerings target one or more business problems and have a crystal-clear value proposition.  They are the foundation for any solution provider expecting to grow their business appreciably, and they must be both repeatable and scalable.

If you design your services to achieve specific outcomes, targeted at your market’s needs, your sales team can have a value-based conversation with your prospect.  And your prospects will be able to quickly understand how your services will help them to achieve their business objectives.

Be wary though - you can’t “paint” value onto a service at the time of sale and hope it sticks.  Value must be designed into the service from the start.

Learn more about designing value into your services

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Service Vision Design

AntFarm helps you improve the growth potential for a service offering by establishing a sound vision for the value proposition, target market, and service delivery methodology.  Our unique approach to service design builds in value for both the client and for the solution provider.

In AntFarm’s Service Vision Design projects, we help you to define client business problems and the outcomes delivered by the offering to satisfy them, establishing the value proposition for a rich service offering.   Together, we will then characterize the target market for the offering to allow more focused messaging and sales channel alignment.  Finally, we outline the high-level delivery model for the offering, enabling sales to set accurate expectations for service delivery.

Benefits of AntFarm's approach to service design ...

Value Proposition

Enables consistent, targeted statement of a strong value proposition

Alignment

Ensures sales and services are aligned on service outcomes

Go-To-Market Content

Foundation for content across marketing channels 

Elements of the Service Vision ...

Service Description

Text description of the service offering:

  • Service overview statement (value proposition)
  • Market challenges and risks
  • Delivery methodology
  • Provider differentiation

Provides a coherent foundation for go-to-market communications

Business Objectives

The Business Objectives for the service establish the connection between the outcomes provided by the service and the business goals of the prospect.

These objectives focus on operational improvements in the client’s business enabled by the service. They represent the Return on Investment that the prospect should expect from purchasing the service and are the foundation of the value proposition for the service.

Market Challenges

Market Challenges represent areas where the target client for this offering is experiencing difficulty in achieving their business goals.

Topics identified in this section form the basis for “probing questions” to help raise prospect awareness that a need exists.

Alignment and Competitive Positioning

Frequently, there are multiple service offerings available in the market that appear to offer similar benefits and outcomes for the customer.

These offerings may be those of the solution provider or others in the market. Without adequate positioning to differentiate the offerings, the prospective customer will be confused when deciding between them.

This table identifies related offerings and identifies whether they are complimentary or competitive.

Target Market

This table characterizes the various market segments for which this service is appropriate.

By tailoring the positioning to a market segment's specific requirements and priorities, whether in marketing communications or in a sales dialogue, the value resonates more strongly with the prospect.

Offering Benefits and Provider Strengths

These two tables provide bullet points for marketing communications that summarize outcomes the market values and unique qualifications that differentiate the provider.

Target Opportunities and Sales Channels

This table identifies who will likely sell and promote the service offering to the target segments and the types of opportunities that are most appropriate for the offering.

Customer Needs Analysis

The table outlines the Customer Requirements that this service must satisfy to meet the business objectives and the Service Features, or results, delivered to satisfy these requirements.

Service Life Cycle Diagram

The service Life Cycle Diagram is a block diagram depicting the architecture, or modular elements, of the service.

It covers the entire duration of the engagement with the customer and is used by both sales and delivery to set expectations for the delivery methodology.

It is the foundation for developing detailed delivery processes, or Service Blueprints.

(development of the underlying Service Blueprints is NOT INCLUDED in the Service Vision Design project)

Stages in our Service Vision Design project ...

  • 1

    Discovery

    Understand your organization for service

  • 2

    Business Drivers

    Define the client's business objectives met by the service

  • 3

    Market Analysis

    Characterize the market for the service

  • 4

    Customer Needs Analysis

    Identify service outcomes required to meet client needs

  • 5

    Delivery

    Design the service methodology

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AntFarm, Inc.
700 Old Roswell Lakes Parkway
Suite 100
Roswell, GA 30076

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email: info@antfarm-inc.com
phone: 1-888-AntFarm (268-3276)

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