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2010 | 2 | 1-11

Article title

Servitised Experiences: Business and Management Implications

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This study explores business and management implications of the increased emphasis placed on experiences in a servitised context. Customer experience becomes an integral part of the offering, which necessitates greater end-user access to the value chain and emphasises their involvement in the offering. The two research questions on such a servitisation trend and management implications are investigated conceptually, supported by industry examples. The results indicate that operations need to be designed with customer perception and experience in mind, with corresponding performance measures and management. The split between front- and back office becomes less distinct, with greater customer involvement throughout the supply chain and life cycles stages. Relevant components that impact the experiences must be incorporated deliberately and from the outset, and controlling for error through reduced discretion becomes a priority.







Physical description


  • Warwick Business School Coventry, CV4 7AL, UK
  • Catholic University of Parana, 1155 Imaculada Conceicao Street, Curitiba 80215-901, Brazil
  • Oxford Innovation, Mill Street, Oxford, OX2 0JX, UK


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