Customer ExperienceDigitalDigital ArchitectureDigital Experience PlatformDigital StrategyDigital Transformation

Future Proof Your Organization with Servitization and XaaS:

How Companies Leverage Digital Services and Anything as a Service (XaaS) to drive Customer Experience and Drive Loyalty

In today’s rapidly evolving business landscape, companies are increasingly recognizing the importance of customer experience as a key differentiator. To stay ahead of the competition, businesses are moving beyond traditional product-centric approaches and embracing servitization. By combining their core offerings with digital services, Internet of Things (IoT) capabilities, and other value-added services, companies can create a seamless customer experience, offer new functionalities, and cultivate loyal customer relationships. In this article, we delve into the world of servitization and explore how companies are leveraging these strategies to thrive in the digital era.

The Essence of Servitization and XaaS:

Servitization and XaaS are transformative business models that emphasizes the provision of services alongside physical products. Rather than focusing solely on selling products, companies adopting servitization aim to deliver a comprehensive solution that addresses the needs and desires of their customers. By integrating digital services and IoT technologies into their offerings, businesses can unlock a myriad of benefits, including enhanced customer experience, increased customer engagement, and improved operational efficiency.

Enhancing Customer Experience:

One of the primary objectives of servitization is to create a superior customer experience. By providing digital services and IoT-enabled functionalities, companies can offer personalized, on-demand solutions tailored to individual customer preferences. For example, an automotive manufacturer can leverage IoT sensors and connectivity to offer remote vehicle diagnostics, predictive maintenance alerts, and even over-the-air software updates. This not only streamlines the customer experience but also enhances safety, efficiency, and overall satisfaction.

Unleashing New Functionality:

Servitization and XaaS enable companies to extend the functionality of their products by integrating digital services. Through cloud-based platforms and applications, businesses can provide customers with access to additional features and capabilities that can be activated and customized as per their needs. For instance, a home appliance manufacturer can offer a mobile app that allows users to control and monitor their appliances remotely, receive maintenance notifications, and even reorder supplies automatically. This integration of digital services empowers customers and enables them to derive greater value from the products they purchase.

Driving Customer Loyalty:

By delivering an exceptional customer experience and offering added value through digital services, companies can foster long-term customer loyalty. When customers perceive that a brand goes beyond mere transactions and actively seeks to enhance their overall journey, they are more likely to become repeat buyers and advocates. Furthermore, digital services enable companies to gather valuable customer data and insights, facilitating targeted marketing, personalized recommendations, and tailored offerings that reinforce customer loyalty and drive customer lifetime value.

Challenges and Considerations:

While servitization and XaaS offer numerous benefits, companies must navigate a few challenges to ensure successful implementation. Security and privacy concerns associated with IoT-enabled services, data governance, and maintaining service quality are crucial aspects that need to be addressed. Additionally, businesses should carefully consider the balance between digital services and physical products, ensuring that the latter remains reliable and of high quality.

XaaS ModelExample CompanyDescriptionKPIs and Results
Software as a Service (SaaS)SalesforceCloud-based CRM platform– Number of active users and customer retention rates
– Customer satisfaction and feedback
Infrastructure as a Service (IaaS)Amazon Web Services (AWS)Cloud-based infrastructure and resources– Uptime and availability of services
– Scalability and elasticity of resources
Platform as a Service (PaaS)Google Cloud Platform (GCP)Cloud-based development and deployment platform– Time to market for application development
– Cost savings in infrastructure management
Communication as a Service (CaaS)TwilioCloud-based communication capabilities– Number of API calls and usage trends
– Customer satisfaction and quality of communication services
Security as a Service (SECaaS)Cisco UmbrellaCloud-based security solutions– Threat detection and prevention rates
– Reduction in security incidents and breaches
Robotics as a Service (RaaS)Boston DynamicsLeasing of robotic systems for various applications– Adoption rates and number of leased robots
– Customer feedback and success stories
ServitizationBrevilleConnecting ovens to cooking instruction app via IoT– Improved cooking outcomes and customer satisfaction
Subscriptions as a serviceModusLinkEnhancing products with subscriptions and remote software delivery– Increased customer retention and satisfaction
Car as a Service TeslaEnabling remote software updates for cars– Enhanced vehicle performance and customer loyalty

Deep Dive on Digital Strategy for XaaS

  1. Software as a Service (SaaS) – Salesforce:

    Salesforce revolutionized the CRM landscape with their cloud-based SaaS offering. By providing a comprehensive CRM platform accessible over the internet, Salesforce enabled businesses to leverage powerful customer management capabilities without the need for on-premises infrastructure. Customers can access the platform from anywhere, using a subscription-based model that offers scalability and flexibility.

Deep Dive: Salesforce’s SaaS model allows businesses to streamline their sales, marketing, and customer service processes. The platform offers features like lead management, opportunity tracking, customer support ticketing, and analytics. Companies can track customer interactions, manage sales pipelines, and provide personalized customer experiences. Key performance indicators for Salesforce include the number of active users, customer retention rates, customer satisfaction, and feedback.

  1. Infrastructure as a Service (IaaS) – Amazon Web Services (AWS):

    AWS offers a comprehensive set of cloud-based infrastructure services. With AWS, businesses can leverage virtual servers, storage, and networking resources on-demand, eliminating the need for physical infrastructure and enabling scalability and cost efficiency.

Deep Dive: AWS provides businesses with a range of services, including virtual servers (EC2), storage (S3), databases (RDS), and content delivery (CloudFront). Companies can launch instances, store and retrieve data, and build scalable web applications without worrying about infrastructure management. Key performance indicators for AWS include uptime and availability of services, scalability and elasticity of resources, and cost savings compared to traditional on-premises infrastructure.

  1. Platform as a Service (PaaS) – Google Cloud Platform (GCP):

    GCP offers a powerful PaaS solution, empowering businesses to develop, deploy, and manage applications efficiently. The platform provides a range of tools and services to simplify application development, database management, and infrastructure orchestration.

Deep Dive: GCP offers services like App Engine, Cloud SQL, and Kubernetes Engine, enabling businesses to build and deploy applications seamlessly. Companies can leverage pre-built APIs, data storage solutions, and serverless computing options to accelerate development cycles and reduce infrastructure management overhead. Key performance indicators for GCP include time to market for application development, cost savings through streamlined infrastructure management, and overall developer productivity.

  1. Communication as a Service (CaaS) – Twilio: Twilio is a leading CaaS provider, offering cloud-based communication capabilities through APIs. Businesses can leverage Twilio to embed voice, video, and messaging functionalities into their applications and services.

Deep Dive: Twilio’s APIs enable businesses to enhance their customer engagement by integrating real-time communication features. Companies can build interactive voice response systems, two-factor authentication processes, SMS notifications, and video chat functionality, among others. Key performance indicators for Twilio include the number of API calls, usage trends, customer satisfaction, and the quality of communication services delivered.

  1. Security as a Service (SECaaS) – Cisco Umbrella: Cisco Umbrella offers cloud-based security solutions, providing businesses with comprehensive threat protection and DNS security services. Through SECaaS, companies can safeguard their networks and data from cyber threats.

Deep Dive: Cisco Umbrella’s SECaaS offerings include advanced threat intelligence, DNS filtering, and secure web gateways. These services protect businesses from malware, ransomware, and phishing attacks by identifying and blocking malicious domains and IP addresses. Key performance indicators for Cisco Umbrella include threat detection and prevention rates, reduction in security incidents, and breaches.

  1. Robotics as a Service (RaaS) – Boston Dynamics: Boston Dynamics offers RaaS, allowing businesses to lease advanced robotic systems for various applications. RaaS enables companies to access cutting-edge robotic technology without making significant capital investments upfront.

Deep Dive: Boston Dynamics’ RaaS model provides businesses with access to advanced robots like Spot, Atlas, and Handle. These robots can be used in industries such as logistics, inspection, research, and entertainment. Companies can leverage the capabilities of these robots without the need for purchasing them outright, leading to cost savings and increased flexibility. Key performance indicators for RaaS include adoption rates, number of leased robots, customer feedback, and success stories showcasing the value derived from utilizing robotic systems.

  1. Serivitization – Breville: Breville, a renowned kitchen appliance manufacturer, embraced servitization by connecting their ovens to a cooking instruction app via IoT. This innovative approach enhanced the cooking experience for their customers.

Deep Dive: By leveraging IoT connectivity, Breville’s ovens can receive real-time cooking instructions, temperature settings, and timer alerts from the connected mobile app. The app provides access to a wide range of cooking recipes, tips, and techniques tailored to the specific oven model. This servitization strategy improved cooking outcomes, saved time, and increased customer satisfaction. Key performance indicators for Breville’s SaaS model include improved cooking outcomes, customer satisfaction, and feedback on the convenience and value delivered by the connected oven and cooking instruction app.

  1. Subscriptions as a Service – ModusLink: ModusLink, a global supply chain management and e-commerce solutions provider, embraced servitization by enhancing their clients’ products with subscriptions and remote software delivery through their Poetic platform.

Deep Dive: ModusLink’s Poetic platform allows traditional companies to transform their products into connected devices, offering value-added services and functionalities. For example, a printer manufacturer could introduce a subscription-based ink replenishment service, where customers receive ink cartridges automatically based on usage data collected by the connected printer. The platform also enables remote software delivery, unlocking new features and performance improvements. Key performance indicators for ModusLink’s IaaS model include increased customer retention, improved customer satisfaction, and the growth of new revenue streams through subscription-based services and remote software delivery.

  1. Car as a Service – Tesla: Tesla, a pioneer in the electric vehicle industry, exemplifies servitization by digitizing cars, built from the ground up for digital, enabling remote software updates for their cars. This approach allows Tesla to continuously enhance vehicle functionality, performance, and safety features.

Deep Dive: Tesla’s servitization strategy enables over-the-air software updates for their electric vehicles. Customers receive regular updates that improve driving range, introduce new Autopilot capabilities, and enhance the overall user experience. By leveraging remote software updates, Tesla can proactively address software-related issues and deliver seamless updates directly to customers’ cars. Key performance indicators for Tesla’s PaaS model include enhanced vehicle performance, increased customer loyalty, and customer satisfaction with the ability to access the latest software advancements seamlessly.

The CDO TIMES Bottom Line:

Servitization and XaaS have emerged as a powerful business models that empowers companies to create exceptional customer experiences, deliver new functionalities, and foster customer loyalty. Through the integration of digital services, IoT capabilities, and other value-added offerings, businesses can differentiate themselves in the marketplace and build long-lasting relationships with their customers. As technology continues to advance, companies that embrace servitization, XaaS and leverage digital innovations will be at the forefront of providing seamless, comprehensive solutions that meet the ever-evolving needs of their customers in the digital era.

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By employing the expertise of CDO TIMES, organizations can navigate the complexities of digital innovation with greater confidence and foresight, setting themselves up for success in the rapidly evolving digital economy. The future is digital, and with CDO TIMES, you’ll be well-equipped to lead in this new frontier.

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Carsten Krause

As the CDO of The CDO TIMES I am dedicated delivering actionable insights to our readers, explore current and future trends that are relevant to leaders and organizations undertaking digital transformation efforts. Besides writing about these topics we also help organizations make sense of all of the puzzle pieces and deliver actionable roadmaps and capabilities to stay future proof leveraging technology. Contact us at: to get in touch.

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