Industrial customers’ organizational readiness for new advanced services

Abstract

Purpose Manufacturing firms delivering complex products and systems are increasingly offering advanced data-based services. Customers, however, are not always willing to adopt manufacturers’ advanced services, so manufacturers need knowledge of how to promote customers’ service readiness. The purpose of this paper is to further develop the concept of service readiness by proposing a framework for industrial customers’ organizational dimension of service readiness and by increasing the understanding of the conditions underpinning that service readiness. Design/methodology/approach This case study explores service readiness among customers of a manufacturer delivering complex systems and related services. Interviews were conducted within the company and among key customers as the potential users of those services. Findings Customers use versatile processes, engage multiple people and use different evaluation criteria when considering adoption of data-based services. The organizational component of service readiness involves requirements in the service context, supplier relations and organizational habits and culture. Actions are proposed for manufacturers to promote customers’ readiness for new services. Research limitations/implications The research is limited through its qualitative design and case selection. Mapping of the organizational dimension of service readiness further develops the concept of service readiness and offers a framework for further research. This research offers novel understanding of organization-level service adoption to complement individual-centric technology adoption. Practical implications New knowledge is offered to manufacturing firms about customers’ challenges and requirements in adopting advanced services. This knowledge will help manufacturers to support customers and develop the activities of their own salespeople when introducing advanced services. Originality/value The findings expose the contents of the organizational dimension of customers’ service readiness. The study provides a more complete picture of service readiness and shows it to be a multilayered concept with interdependencies between its levels, between individuals in customer organizations and even between the manufacturer and the customer organization.