TSIA to Expand the Scope of Its Support Services and Service Revenue Generation Membership Programs
Shift to Adoption and Outcome Services Adds Key New Responsibilities to Service Operations and Sales Executive Roles
According to Mr. Lah, “As tech companies move toward new business models that are focused on driving technology adoption and consumption (what TSIA calls the “Level 3” supplier) and the higher-stakes focus of delivering business outcomes (what TSIA calls the “Level 4” supplier), the role of the traditional service executive is changing dramatically.”
Lah went on to say, “The new Level 3 and Level 4 business models are creating the need for new Customer Success and Account Expansion functions at tech companies of all types. These new functions will require both new capabilities and tight ties to customer revenue expansion. Services leaders and their organizations are central to these corporate functions, and they must begin to pivot their focus toward them immediately.”
Lah added, “TSIA is enabling its members to successfully make this shift by providing research and other resources that define what and how the changes should be made in the most streamlined and frictionless way possible. We have a proven methodology of defining Service Business Challenges (SBCs), and then mapping required service capabilities against them to provide our members with a road map for making seamless transitions and optimizing operational execution and financial outcomes.”
In addition to its existing coverage of the traditional technical support charter of maximizing the availability of technology, TSIA’s expanded Support Services membership program will now provide coverage for the emerging function of Customer Success, whose primary focus is on increasing customer adoption of technology capabilities. This includes adding coverage of Customer Success topics to TSIA’s research and industry-leading benchmarking programs. Examples of the expanded coverage topics include customer success science, customer consumption metrics, and customer success product features. In total, TSIA is adding 30 new service capabilities to its support services research terrain in addition to the 100 service capabilities it currently covers.
TSIA’s expanded Service Revenue Generation membership program will add coverage for the emerging function of Account Expansion, the purpose of which is to increase total customer spend. This builds on the current SRG research program focus on optimizing the renewal of annuity service contracts and plans. Significantly, SRG will now address Account Expansion for both services and products with existing customers. Examples of the expanded coverage in the SRG research program include customer engagement models that increase customer consumption and optimize customer lifetime value, and leveraging customer segmentation and predictive analytics to accelerate the growth of products and services. In all, TSIA will be adding 60 new service capabilities to its SRG research terrain that currently covers 60 service capabilities.
According to TSIA president and CEO, J.B. Wood, “Last October, TSIA defined the new technology company operating model in our book, B4B, in which we introduced the concepts of Level 3 and Level 4 suppliers. Making this shift requires massive company-wide transformation. TSIA believes that service organizations will need to play a critical role in enabling these new models, and that central to this transformation are the emerging functions of Customer Success and Account Expansion. Unlike any other time, these new roles will be directly linked to corporate revenue growth and the selling motions of the company. With today’s announcement, we are letting our members know that we are committed to helping them make the shift so they can achieve profitable revenue growth in the new B4B model by providing thought leadership research, frameworks, and data sets on the emerging areas of Customer Success and Account Expansion.”
More details about the expanded scope coverage announcement can be found at www.tsia.com/focus-areas/scope-expansion.html.
The Technology Services Industry Association (TSIA) is the world's leading organization dedicated to advancing the business of technology services. Technology services organizations large and small look to TSIA for world-class business frameworks, best practices based on real-world results, detailed performance benchmarking, exceptional peer networking opportunities, and high-profile certification and awards programs. TSIA corporate members represent the world’s top technology companies as well as scores of innovative small and mid-size businesses in four major markets: enterprise IT and telecom, consumer technology, healthcare and healthcare IT, and industrial equipment and technology. TSIA’s editorial blog, Inside Technology Services, is widely recognized by technology service professionals for providing thought leadership and insights into industry trends and best practices. Visit us at www.tsia.com, follow us on Twitter @TSIACommunity, link to us on LinkedIn, Google us, or like us on Facebook and the TSIA Books Facebook page.
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