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Cambridge Service Alliance

At the forefront of service transformation in the digital era

'Creating Value Through Customer Services'

Industry Day Conference - Tuesday 6 October

[Posters from the Day]

It is clear that we are shifting to a service-based economy. Increasing numbers of firms - both manufacturing and traditional service providers - are waking up to the fact that they can create significant value by offering services and solutions to their customers. This revolution is being fuelled by new technologies and data - the internet of things is creating a world where products and people are constantly connected, providing feedback and data on what they are doing and how they are doing it. Leading firms are harnessing this data, using it to remotely monitor the products they provide and working out ways in which they can enhance the performance of their customers’ businesses.

While the pathway is clear, the shift to services is often challenging. How do you get your customers to really recognise the value of the service you provide? Are they really able to recognise the full range of services or are some hidden from view? How about your staff - do they value service as much as the product? Or do they give away the service, to secure the sale of the product? How do you change their mind-sets and attitudes? How do you equip them to ensure that they can understand what your customers’ really value and are willing to pay for? After all, value is in the eye of the beholder, so we have to find ways of understanding what our customers perceive.

At this year’s Cambridge Service Week conference, scheduled for Tuesday 6 October, we will focus on the question of how to ensure your customers recognise the true value of the services you provide. Leading firms will describe their approach to delivering customer value through services. Learn about the latest research findings from the Cambridge Service Alliance on creating and capturing customer value across the ecosystem. 


08.45 Registration and refreshments 

09.15 Welcome and introduction 
Professor Andy Neely, Cambridge Service Alliance, University of Cambridge 

9.30 Rolls-Royce – Better services for a changing world 
Tom Palmer, Director of Services, Rolls-Royce plc 

  • Review of Rolls-Royce’s service journey
  • Explanation of how Rolls-Royce uses data and analytics to drive customer value
  • Observations on the current service model and how it has to change

10.30 Refreshments 

11.00 ABB - Internet of things, services and people enabling next level services 
Christopher Ganz, Group Service R&D Manager, ABB

  • Evolving ABB’s service business.
  • The role of industrie 4.0 and connected devices
  • Where next for ABB in its shift to services

12.00 Zoetis - Creating value and an enriched customer experience with services in the pharmaceutical animal health industry 
Alejandro Bernal, EVP and Group President Strategy, Commercial and Business Development, Zoetis Inc. 

  • Setting up a new business (spinning out from Pfizer)
  • The crucial role of services in building customer relationships
  • The internet of animal health things

13.00 Lunch 

13.45   Cambridge University Creating and Capturing Customer Value Across the Ecosystem 
Professor Andy Neely, Director Cambridge Service Alliance

  • Understand why ecosystems are right way to think about competition
  • Learn how to map, understand and innovate your ecosystem
  • Develop strategies for creating and capturing customer value through ecosystems

15.00 Refreshments

15.30 Round Table Discussions: Applying the Lessons to your Business
This interactive session is designed to provide time for you to have a facilitated conversation with other attendees, exploring how the materials presented might be applied to your firm and sector

16.30 Panel session - With representatives from BAE Systems, Caterpillar Inc., IBM, Pearson and Zoetis 

17.00 Wrap-up and close


Professor Andy Neely is Founding Director of the Cambridge Service Alliance (CSA) and the Royal Academy of Engineering Professor of Complex Services. From 1 October 2015 he will take on the role of Head of the Institute for Manufacturing, whilst still retaining his role at the CSA. Andy is widely recognized for his work on the servitization of manufacturing, as well as his work on performance measurement and management. 

Dr Alejandro Bernal, Executive Vice President and Group President, Strategy, Commercial and Business Development, Zoetis

Alejandro Bernal was recently appointed Group President, Strategy, Commercial and Business Development.  Prior to this role, he served as Area president of the Europe, Africa and Middle East region at Zoetis (formerly Pfizer Animal Health). In this role, he oversaw the company’s presence in a major portion of the world.  Previously Alejandro was area president for this region in the Pfizer Animal Health organization, a position he held since 2011.

Dr Christopher Ganz, Group Vice President Service R&D, ABB Technology Ltd

Christopher Ganz is responsible in ABB to increase service awareness in research and development. After studying electrical engineering at ETH in Zurich and a PhD degree in control, he held various R&D positions in ABB’s power plant control unit. Later he was responsible for the corporate research program in “Control & Optimization”. In his current role located at ABB’s headquarters in Zurich, Christopher Ganz is leading cross-division projects in the area of service technologies, which includes remote services, and IoT initiatives.

Tom Palmer, SVP Information Systems, Rolls-Royce plc

Tom is Director of Services for Rolls-Royce’s Civil Large Engine business.  This business provides services for approximately 4,000 engines flying with over 200 airline customers around the globe. Previous roles at Rolls-Royce include Director of Trent 700 and Trent 500 and the strategic development of the Civil Aerospace Services Function.

Who should attend

The conference programme has been designed for senior managers and executives involved in any aspect of the design and delivery of services. 

  • General managers and directors
  • Service directors 
  • Operations managers and directors
  • Business development managers
  • Global operations and service delivery managers
  • Design and innovation managers

Five reasons to attend

  • Network with leading global organisations who are making the shift to services 
  • Hear the real insights behind the headlines from leading firms 
  • Be among the first to learn about the Cambridge Services Alliance’s “Customer Value Canvas” 
  • Get practical advice on how to ensure your customers recognise the value your services provide 
  • Be inspired and refreshed, with new ideas and insights about successfully making the shift to services


Conference location

The event will be held at the Møller Centre external link, a purpose-built conference facility in the grounds of Churchill College, Cambridge. For information on hotels and a hotel booking service, please go to Visit Cambridge external link



The conference fee will be £495 plus VAT and includes lunch and refreshments. Cambridge Service Alliance members are eligible for a discount on the fee.

To book a place please download and complete the booking form, or to book and pay online with a credit card, click here external link.

Please return the booking form to:

Events Team

IfM Education and Consultancy Services Ltd
Institute for Manufacturing
17 Charles Babbage Road

T: +44 (0)1223 766141 
F: +44(0)1223 464217 

You will receive confirmation of receipt of your booking form by email, usually within 48 hours. Final confirmation of your booking together with joining instructions, including maps etc, will be sent approximately one week before the start of the event, usually by email to the email address provided on your form.


Substitutions may be made at any time. Bookings cancelled less than ten days prior to the event will be charged in full.

We reserve the right to modify the programme of any event up to the day of the event. It may, in exceptional circumstances, be necessary to cancel or rearrange an event at short notice. IfM and IfM ECS can accept no liability for loss caused by cancellation or rearrangement. Its liability is limited to refund of the registration fee if the event is cancelled. For further information on our Terms and Conditions, please click here external link external link.

Tuesday, 6 October, 2015 - 09:00 to 17:00
Contact name: 
Angela Walters
Contact email: 
Contact phone: 
+44 (0)1223 768208
Event location: 

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • A unique global alliance between the University of Cambridge and some of the world’s leading businesses.

  • Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included BAE Systems, Caterpillar, GEA, IBM, Pearson, Zoetis, CEMEX, HCLTech and Bouygues