Service Research

Continuous measurement of service key figures and good practices

service research

The know-how in the service excellence disciplines is being kept up-to-date and expanded by continuous market research.


The database

Service Excellence Research
Methodology and contents of the Service Excellence study



  • Online in-depth interviews with service representatives from selected medium-sized companies

  • In-depth analysis of the service business - within the industry as well as across industries


Collection of the "status quo" in the industrial service business

  • Management and distribution of professional services
  • Influence of efficient services on customer satisfaction

Analysis of all service-relevant trends and development drivers on the market- and client side

  • Technological development „Industry 4.0"
  • New business models such as managed services and cloud services



  • Field services
  • Office based services
  • Spare parts
  • Service organization
  • Service range
  • Services
  • ...


  • Marketing organization
  • Structures, processes
  • Responsibilities
  • Incentive models
  • ...

Industry 4.0

industry 4.0

New demands on companies:

  • Development trends
  • Potentials, fields of action

Relevant areas of:

  • Service operations
  • Service sales
  • Development of new service products and business models

The ESI data pool

data pool

Exclusive, international database not accessible to the public

The ESI data pool as a foundation:

  • Comprehensive benchmark database
  • Over 170 participants from more than 25 countries

Information from the following industries

The ESI data pool as basis:

Medical technology
Industrial measurement technology
and technical instruments
Machine and plant engineering
Information and
communication technology
Software and consulting

Three modules

The European Service Institute offers companies three modules for the optimization and development of the operational and strategic service business.





Documentation of the status quo


Choice from the ESI disciplines:

  • Service operations
  • Service sales
  • Industry 4.0 as a special extension

Documentation of your services:

Documentation of the status quo in the industrial service business

  • Status
  • Performance
  • Processes

Benchmarking against:

Documentation of the status quo in the industrial service business

  • the industry sector
  • the relevant peer group


Analysis & interpretation of the Diagnostics results


Identification of clear fields of activity in order to improve:

  • Service positioning
  • Service performance

Definition of precise starting points such as:

  • Increase of the monetary service contribution and
  • service sales

Roadmap & business plan


Implementation support


Professional support in roadmap implementation, e.g. regarding:

  • Development of new service products
  • Optimization of operational services and processes
  • Introduction of a continuous customer satisfaction survey
  • Introduction or expansion of a knowledge management system
  • Introduction resp. optimization of cross- and upselling in the service area

Service studies

Studies on market- and company situation as well as trends and developments

service studies


Studies on market- and company situation as well as trends and developments


Comparison of own services to the competitors - within the industry as well as across industries

Service -

Increase of service efficiency, improvement of processes,
quality and organization



Degree of innovation, pricing, distribution and marketing, service maturity level



Development and planning of service portfolios, development/ implementation of new service products

business models-

Increase in turnover through usage of service contacts

Service Configurator based on conjoint analysis is highly versatile!

Addressed topics and research questions include:


  • What is the customers willingness to pay (wtp) for individual features, products and bundled offers?
  • What are the optimal prices for products, product features or product lines?

Target Costing

  • How much should the overall product and its individual components cost in development in the light of value added perceived by customers and their wtp?

Targeting Communication

  • What product features do I need to highlight in packaging, promotions and advertising for different target groups?

Product and Service Development

  • What is the relevance of individual features?
  • How much value do they contribute and which are preferred?

One experiment allows various analyses.

Portfolio and Product Line Management

  • Which products/services are missing and which are dispensable in my portfolio / product line?
  • Which items can I bundle into attractive offers to increase penetration or revenue?

Market Prognosis and War Games

  • How do markets react (i.e. market shares, wtp) in different „What if“ scenarios (i.e. changes of product/service specifications and competition environment)?

Business Case Development

  • When do new feature or product ideas amortize?
  • What are the conditions for market success?
  • What measures do have the highest reach and impact?

Benefit Segmentation of Target Markets

  • Are there groups that are distinctly different in their preferences?
  • How do preferences differ across target groups, industries, countries, etc.?

Output of the service Configurator

Choices from the service portfolio under varying price structures


Systematically manipulated price scenarios for the service portfolio reveal customer‘s demand and willingness to pay for services in a pay per use scenario.

Trade-offs and budget restrictions are incorporated to allow for realistic configuration of service packages.

Frequency of use for services at cost pricing


Observed choice frequencies in specific price scenarios (e.g. all included) allow for calibration with real demand data and reveal service relevance and capacity requirements.

Dependencies and substitutional relationships are revealed that enable sound decisions regarding bundling of services or complete flatrate pricing.

Cost-Usage-Functions for individual services


Counting analysis and logistic regressions reveal changes in choice likelihood for individual services depending on service pricing and overall customer budget. Hence, demand can be moderated and guided and consumer surplus reduced.

European Service Institute

Klaus Riese
Robert Bosch Straße 7
64293 Darmstadt

+49.(0)6151.6082 007