"Technology advancements and the Industrial Internet of Things are making this outcome orientation [Moi ici: As empresas deixarem de ver-se como produtores de produtos com atributos mas antes como facilitadoras de recursos para que os clientes vivam determinadas experiências e/ou atinjam determinados resultados] more feasible every day."Impressionante mesmo a lista de dificuldades que se colocam às empresas que querem ir por esta via:
"The transformation requires manufacturers to redesign every major function in its organization - especially commercial functions charged with defining, selling and servicing value propositions.
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[Moi ici: Muito interessante o trecho que se segue e o seu alinhamento com Mongo] For instance, in a traditional, customer-centric organization, marketers identify customer segments across multiple dimensions, then define solutions (a mix of products and services) to meet each segment’s needs. But in an outcome-centric organization, marketers target individual customers. Then they tailor value propositions to each customer in order to deliver an outcome.
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For an outcome-centric company to carry out marketing’s promise, sales organizations must know the customer well enough to understand the specific outcomes it seeks. This requires a strong partnership between sales organizations and customers.
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Becoming outcome-centric requires more than changes to marketing and sales, however. Product development teams will need to focus on delivering products as a service to enable real-time service level monitoring. [Moi ici: É aqui que entra o "é meter código nisso"] This way, engineers and product designers no longer have to make educated guesses about how their products perform in the field, because they can collect actual performance data instead.
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Pricing is another function that has to adapt. [Moi ici: Tanto tema dilecto deste blogue!!!] While many manufacturers today use a cost-plus or market-based pricing model, pricing in an outcome-centric organization must change to something like price per outcome or usage. This is critical if manufacturers are to capture a greater share of the revenue from the outcomes they help deliver. But for many industrial companies, developing advanced pricing capabilities has not been a priority.
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After-sales support and customer service are also affected as they increasingly focus on predictive interventions.
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Becoming an outcome-centric organization is arguably one of the most important strategic decisions your company can make. And it’s becoming more feasible every day, thanks to technology advancements and the Industrial Internet of Things. Without an outcome-centric mindset and operational model, companies risk falling behind. But it involves a foundational shift in organization and culture. Embracing this major undertaking and maintaining the discipline to follow through will likely mean the difference between future success and stagnant survival."
Trechos retirados de "Manufacturing Companies Need to Sell Outcomes, Not Products"
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