Firms are increasingly providing services to complement their product offerings. The vast majority of studies on the service journey, also known as servitization or service transition, examine the challenges and enablers of the process of change through cases studies. Investigations that provide an in-depth longitudinal analysis of the steps involved in the service journey are much rarer. Such a detailed understanding is required in order to appreciate fully how firms can leverage the enablers while overcoming the challenges of servitization. This study investigates ‘what does a service journey look like?’ It analyzes in some detail the actual service journeys undertaken by three firms in the well-being, engineering and learning sectors. This paper tells you;
- Why the fourth year in the transition to services is crucial.
- Why the pace of service development is important
- When the coexistence of basic, intermediate and complex services occurs.