Normann, 2001 Ch. 9 - Three Trends in Offering Development - OK deck

Question 1

Name the three trends when it comes to offering development?

Answer 1

Servicification
E-ification
Experiencification

Question 2

What is Servification?

Answer 2

Servicification means that a product no longer is the output, but rather the input in another value-creating system. Creating relationships with the customers.

You can offer a service, instead of a pure product, that will limit your customer’s risk. An example is SKF, ‘uptime’ instead of downtime.
The offering as a risk management tool.

Question 3

What is E-ification?

Answer 3

We would call it digitalisation, and I argue that we are past what Normann say is e-ification. Normann write:
Information can be unbundled from the physical world.

Question 4

What is experiencification

Answer 4

The product is linked to the customers mental and symbolic process of customers, including meaning and purpose in their value- creating activities. In fact, products are simply artefacts which fulfil the function of bringing to the customer a context, a story even, which is somehow meaningful for him.

It is claimed that experience business now possibly is the largest sector of the economy.