Productization of services is accomplished by associating tangible features with intangible service offerings. Tangible features may take the form of personnel, collateral, methodologies, pricing, facilities, or other attributes. Automation tools like enterprise service automation, database, and project management tools serve as enablers to service productization. By associating tangible features with intangible services, the professional services firm can build client confidence.
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direction is not risk free. However, many firms will find the results to be well worth the effort. About the Author: The author, Joel Radford, is the founding principal of JB Radford LLC, a management consulting firm advising top management of services and technology clients seeking practical solutions. ¹Marketing Services - Competing Through Quality; Berry and Parasuraman; 1991 ²David Maister offers a useful framework describing the professional services lifecycle in his 1993 book, Managing the