Structure in Threes: Service Design\Service Quality Part 2
January 24, 2014 2 Comments
This morning’s R&D started white boarding merging ServQual with Cluster Analysis & Stakeholder Analysis/Management methods to develop a measurement system for Service Value Management. Reached out yesterday to an old IBM colleague — Bradford Hobbs, now running BizBrand Foundry– in connect to some R&D we did together on measuring brand value in a more objective verse subjective manner. Like Brand Value can influence sales price on products (e.g., Firebird vs. Camaro which were essentially the same vehicle) Brand Value and what influences it will influence sales price of services (e.g., Brand X Business Management Consulting Service vs. McKinsey both may perform the same activity and to the same quality but the later receives a premium from its Brand Image. I can foresee the same factors and phenomenon equally working in the IT Services arena: IBM Cloud, Microsoft Cloud, Amazon Cloud, Apple Cloud, Google Cloud, etc.
What will separate the prices paid and the margins enjoyed by these corporations for providing these services will be more than just the actual technical performance. The Brand image of the company, experience the user enjoys and expects which will either enhance or detract from the Brand image and perceived value which will ultimately influence the price a customer will be willing to pay. While there are subjective studies on measuring Brand Value of products, I’m literature search so far on Service Brand Value has yielded very little other than subjective measures of service quality. As such it looks to be a interesting area of Brad and I to collaborate upon once again.