The May 2015 Monthly Paper, on 'Making and Sustaining the Shift to Services in the Animal Health Industry' by Veroncia Martinez, Veronique Pouthas and the Shift to Services Team.

The objective of this paper is to explore the steps and practices regarding management of the shift to services in the context of the animal health industry. The research findings of this study show that the value proposition aligns five key processes that are particularly oriented towards service design and delivery. Of those five, the delivery journey of the sales force lies at the core of the shift-to-service journey. The best practices required to make the shift to services include leveraging customers’ experience, implementing service value and benefits, and building an integrated service team.