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XaaS – wie Sie die Service- Transformation erfolgreich meistern

Disruption durch Service? Ja, unbedingt! In den letzten zehn Jahren hat die digitale Transformation die Art und Weise, wie Unternehmen Geschäfte machen und mit Kunden interagieren, verändert und neu erfunden. Unternehmen wie Tesla oder Amazon haben ihre Branche revolutioniert – und werden mit gigantischen Bewertungen an der Börse gehandelt. Aber nicht nur diese Vorzeigeunternehmen zeigen, dass in Zukunft alles als Service angeboten werden wird. Im Folgenden skizzieren wir, warum XaaS (Everything as a Service) klassische Geschäftsmodelle zunehmend verdrängt, welche Faktoren diese dynamische Entwicklung treiben und wie Sie Ihre Service-Transformation erfolgreich umsetzen.

Bereits 2017 prognostizierte das US-amerikanische Wirtschaftsmagazin Forbes, dass künftig jedes Unternehmen zu einem Software- und damit auch einem Service-Unternehmen wird. Diese Service-Transformation ist in vollem Gange – so boomen beispielsweise die Finanzservices der Fintechs. Auch die flexiblen Mini-Policen der Versicherungen werden immer beliebter, um z.B. per App kurzfristig einen Flug, eine Bergtour oder den Oktoberfest-Besuch abzusichern. Die Beispiele zeigen bereits, dass sich neue Services und die entsprechenden Geschäftsmodelle an den veränderten Bedürfnissen der Kunden orientieren. Und neue Technologien wie Cloud und KI machen dies möglich.

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Mehr zum Thema XaaS erfahren Sie auch hier in der Aufzeichnung unseres USU Strategy Xpert Talks.


 

Ohne Ballast – XaaS und die Vorteile

Das XaaS-Konzept bietet eine klassische Win-Win-Situation – für Kunden, Kundenkunden und Unternehmen. Der Mehrwert auf Kundenseite entsteht vor allem durch maßgeschneiderte, verbrauchsgerechte Kosten ohne Vorabinvestitionen oder Betriebsaufwände – Eigentumsrisiken werden auf den Service-Provider verlagert. Damit verbunden sind Flexibilität und Schnelligkeit und die Konzentration auf die Kernkompetenzen. Auch die Qualität der Services ist hoch und durch SLA´s steuerbar. In Summe führt dies i.d.R. zu einer verbesserten Customer Experience und entsprechender Kundentreue.

Für die Service-Unternehmen ergeben sich dadurch plan- und erneuerbare regelmäßige Einnahmequellen und vor allem wichtige Insights in das Verhalten der Kunden. Diese enge Interaktion mit den Kunden erlaubt in der Folge die Entwicklung neuer bedarfsgerechter Services und so das Potenzial zu Umsatzsteigerungen durch gezieltes Up- & Cross-Selling. Auch die Betriebskosten lassen sich durch die Bündelung der skalierbaren Einheiten über eine Plattform reduzieren.

 

XaaS versus traditionelle Geschäftsmodelle

Treiber der neuen As-a-Service-Geschäftsmodelle sind die Kundenwünsche, nicht der Produktlebenszyklus wie bei den meisten traditionellen Geschäftsmodellen. Denn Unternehmen mit „klassischem Portfolio“ neigen dazu, Kunden entlang einer Wertschöpfungskette zu betreuen, bei der an bestimmten definierten Punkten (Touch Points) eine Übergabe des Kunden zwischen unabhängig arbeitenden Teams erfolgt – also ein sequentieller, produktorientierter Ansatz. Neue flexible (und von immer mehr Kunden bevorzugte) Verbrauchsmodelle sind dagegen durchgängig miteinander verknüpft und ermöglichen jederzeit diverse Kundeninteraktionen „on Demand“.

 

Service-Transformation mit Herausforderungen

Beim Umstieg auf ein XaaS-Business-Modell gilt es, viele Hürden zu meistern. Oft scheitert die Umstellung auf flexible Verbrauchsmodelle am Umfang und der Komplexität der hierfür notwendigen Änderungen. Einer Deloitte-Studie zufolge sind über 65 Prozent der operativen Fähigkeiten eines Unternehmens davon betroffen – und häufig setzen diese zu sehr auf die vorhandenen Prozesse, Systeme und Mitarbeiter-Skills. Die Praxis zeigt jedoch, dass ein weitergehender, radikalerer Change Prozess notwendig ist, um ein Service-Betriebsmodell erfolgreich zu realisieren. Voraussetzung dafür, eine Service-zentrierte Organisation zu formen, ist es, intern eine Service-Kultur im Unternehmen zu etablieren. Dazu sind u.a. neue Rollen notwendig, zum Beispiel Service-Owner. Diese Rolle hat die Kundenbrille auf, integriert deren Bedürfnisse, verantwortet die Leistungserbringung, die Qualitätskontrolle und fortlaufende Verbesserung seines Service – und bricht damit klassische Hierarchiestrukturen auf. Der Service agiert als Schnittstelle zu den Funktionen, die ihn unterstützen und ist für Kunden jederzeit mit seinem Mehrwert eindeutig identifizierbar. Das gilt für externe wie interne Services. Mit der Service-Transformation ändert sich zwingend auch die Rolle der IT. Sie ist nicht mehr nur der häufig reaktive und rein operative Part, sondern wird mit ihren Ideen zum proaktiven Gesprächspartner der Fachabteilungen, zum Coach und Treiber für den „Mind Change“ auf dem Weg zur Service-orientierten Organisation.

Es ist das harmonische Zusammenspiel von Menschen, Daten und Technologien, das die Automatisierung und neue KI-gesteuerte Funktionen ermöglicht, das neue Produktivitätsniveaus erreichbar macht und eine echte intelligente Transformation herbeiführt"

(Ronald von Loon, CEO & Principal Analyst at Intelligent World)

 

Smarte KI-basierte Systeme als technische Enabler

Smarte Systeme spielen eine entscheidende Rolle bei der Erstellung neuer intelligenter Services. Denn inzwischen ermöglichen der leichte Zugang zu Cloud-basierten AI-Services wie Machine Learning und die hierfür erforderliche Rechenleistung die Entwicklung neuer "intelligenter" Services und Geschäftsmodelle. Beispiele für solche Mehrwert-Dienste sind Übersetzungs-Services oder Videoanalyse bzw. NLP-Services. Erfolgreiche Praxisbeispiele finden sich auch bei Themen wie Predictive Monitoring oder Predictive Maintenance. So haben beispielsweise die Heidelberger Druckmaschinen mit KI-basierten Lösungen für die optimale Analyse, Verarbeitung und Bewertung industrieller Massendaten durch innovative Daten-getriebene Services die Verfügbarkeit von Druckmaschinen bei Kunden signifikant erhöht – eine Win-Win-Situation.

„Es ist entscheidend, Kundengenau zuzuhören, genau zu verstehen, was sie bewegt, wie sie ihre digitale Transformation nach vorne treiben und diese Erkenntnisse fortlaufend als Teil des eigenen Innovationsprozesses mit aufzunehmen“

(Dr. Marcell Vollmer, Partner and Director at Boston Consulting Group)

 

7 Tipps für eine erfolgreiche Service-Transformation

In Anlehnung an die Deloitte-Studie lassen sich die folgenden, teilweise ineinandergreifenden Handlungsempfehlungen identifizieren, die Unternehmen für den Weg zur Service-zentrierten Organisation beachten sollten:
  • Etablieren einer Taskforce „Transformation Office (TMO) mit CXO-Unterstützung
  • Entwickeln und Definieren des Service-Kerns, der Service Mission des Unternehmens als Orientierungsrahmen für alle Stakeholder
  • Entwickeln einer Potenzial-Analyse und Aufsetzen von Prozessen und Tools, um das XaaS-Modell zu managen (z.B. Cloud Management für PaaS und IaaS-Provider)
  • Aus dem bestehenden Betriebsmodell ein Service-Portfolio mit entsprechenden Priorisierungen, Abhängigkeiten und Standardisierungsgrade der Services und Subservices entwickeln
  • Changemanagement aktiv weitertreiben, z.B. neue Rollen und Skills definieren, besetzen, rekrutieren.
  • Einen zentralen Service entwickeln, etablieren und als Blaupause für die Vermarktung nutzen, bevor andere Services operationalisiert werden
  • Ein Service-Lifecycle Management (SLM) etablieren



Mehr zum Thema XaaS erfahren Sie auch hier in der Aufzeichnung unseres USU Strategy Xpert Talks.

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Dr. Benjamin Strehl

Dr. Benjamin Strehl

Als Vorstand und Chief Strategy Officer verantwortet Dr. Benjamin Strehl seit 2014 vor allem die Strategieentwicklung und -umsetzung, das internationale akquisitorische Wachstum sowie die innovative Ausrichtung der USU Software AG.

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