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With service becoming more and more integral to business strategies across the globe the role of the service leader is equally becoming increasingly crucial within successful organisations. Nick Frank, Principal Consultant and Founder of Si2 Partners explores what makes a great Service Leader...

For Service leaders wanting to develop their talent, or companies wanting to recruit new talent, knowing the competencies required to achieve your business goals is vital.

To start, we need to define what a ‘Service Leader’ looks like, smells like and tastes like, similar to a fine cheese it is not one dimensional.

As with most things in life, what defines success is often contextual.

In defining service leadership, we have identified four relevant perspectives.

1. Business Evolution;
2. Service Evolution;
3. Organizational Structure;
4. People or the individual.

Business evolution

Businesses are constantly developing and pass through different stages such as start-up, maturity or transformation.

What we find is that many companies run into problems when their business context changes due to economic realities, and their leadership cannot adapt fast enough.

As a service leader you will consequently need to be clear on your current and future position aspiration.Successful leaders need to be able to demonstrate different competencies depending on this business context. As a service leader you will consequently need to be clear on your current and future position aspiration.

For example, if you currently work for a start-up or a business at its early stages, it will be critical for your long-term career development that you acquire a higher level of business acumen. In a larger more mature business, leaders will develop change management capabilities which are essential for business transformation.

Service evolution 

The overall business context of the company drives the service evolution, inevitably putting new demands on service leadership.

Breaking this down, we observed four generic service strategy steps, which describe the journey of companies when evolving from product focus to service orientation:

1. Product life cycle; Ensure equipment availability
2. Product performance; Optimize performance over the lifecycle
3. Process support; to help the customer in improving their business processes
4. Process Outsourcing; perform processes on behalf of customers

This evolution is influenced by the mix and maturity of customer profile(s) and will impact both the breadth and depth of competence requirements.

For example, looking at how leaders deal with segmentation, a company focusing on solving product issues will segment their business by-products and geographical markets, whereas companies focusing on business outcomes will segment in terms of customer value.

Understanding the service evolution context is probably the most important area to consider when hiring/developing future service leaders.

Organisational structure

Increasingly, service organizations are being managed as a stand-alone business where companies see it as a strategic driver of growth with its own Profit & Loss responsibility. Led by a single Service leader with subordinate sub-function leaders, business acumen becomes more important than the technical knowledge of service.

The more traditional cost focused service organizations are often organized along functional lines with leaders for Field Service, Technical Support and other ‘technical’ teams.In contrast, the more traditional cost focused service organizations are often organized along functional lines with leaders for Field Service, Technical Support and other ‘technical’ teams.

Here technical expertise is more important.

The difference between the two business needs is profound. Having the wrong person in a leadership role can become a major barrier to growth. It is not that they are a poor performer, but that their skill sets and temperament have not developed to be effective to overcome a particular business challenge.

People or individual

As companies develop internal talent or search for new talent externally, Service Leaders may come from a non-technical function and/or background.

For example, Sales people are increasingly being asked to lead service organizations because of their commercial background. Alternatively, the current Service leader might only have worked within a specific organizational context such as Field Service or Digital Marketing.

The impact in both scenarios is that an individual is being moved or promoted into the position, shouldering new accountabilities with a different and/or limited traditional, service knowledge.

As service organizations become more sophisticated and require a leadership team with a diverse mix of competencies it becomes more important to be cognizant of the complementary expertise required as well as how it fits into company culture and people strategies, processes and aspirations.

Linking context to competency

Competencies are the parameters we use to describe the capabilities of people.

Within service, we have identified 30 of these competencies which can be grouped under leadership, management, personal attributes and technology (in the digital context). Successful service leadership comes from conscious adoption of these competencies to the business context and service maturity you operate in.

Coupled with a genuine understanding of your current/aspired structure, values and culture will enable leaders to create an organizational environment where people can succeedCoupled with a genuine understanding of your current/aspired structure, values and culture will enable leaders to create an organizational environment where people can succeed. So how can we use this insight when recruiting new service leaders into your teams.

One of the most powerful factors applied in the selection of competencies is undoubtedly the job/position requirements. To support this and to provide a summary overview, we found it was possible to distinguish four functional groups, Service Sales; Service Delivery; Service Excellence and Service Innovation.

Each of these groups include a complete set of relevant accountabilities.

For example, for Service Sales we include customer management, sales management, business development and product development. In total, one position should ideally include 5-8 clearly articulated and prioritized competencies.

The mix of these competencies will depend on the context we have discussed and in combination, will be used to develop job descriptions that more accurately reflect the needs of the business, rather than an intuitive perception of what the business leader thinks.

In summary

Great is defined by a number of contextual factors, therefore, the consideration of the competencies required and the weighting of each is going to be essential to be able to articulate the right job profile for a given context.

Whether you are developing the capabilities of an existing employee or hiring externally, our recommendation is to ‘go slow to go quick’, meaning take the extra time to consider your context at the outset of your search. Companies’ likelihood of finding and developing great service leaders in the B2B world will be greatly enhanced.

If you would like to know more about the competencies that define great Service leaders, than you can download our white paper by contacting the authors at dag.gronevik@servicepeoplematters.com, richard.cowley@servicepeoplematters.com or nick.frank@si2partners.com

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Nick Frank, Managing partner at Si2 Partners, looks at the trials and tribulations of sourcing the talent to drive your field service organisation forward and asks why are we not doing this better?

Delivering on business objectives demands that we really understand and acquire those capabilities that help us differentiate from competition. Indeed, the same is true for us as professionals as we look for own next steps in our career. Yet matching needs with people is still recognised as one of the biggest challenges for employers and employees alike.

The reality is that for business in general and in the area of service business specifically, finding people who can deliver (experience, knowledge, qualifications & competencies), are highly motivated (right career move, location, salary, benefits & company) and fit (industry, company values, team they will be working with) is a major management headache. The impact of getting this process wrong can be a costly, time consuming, an emotionally draining exercise and frankly devastating on objectives.

Why is it like this?

Successful companies ideally manage their talent acquisition through a balance of succession planning, external hiring, or interim positions. This journey is complex and fraught with organisational, political and external challenges to deliver a robust and effective talent management framework. In this age when data, analytics and connectivity technologies threaten to disrupt many industries, the pressure to introduce new capabilities has never been stronger. Increasingly, service leaders are frustrated that to find talent whether it’d be sourced internally or externally is taking too long and with minimal choice.

This is why in trying to find great people, companies traditionally turn to head-hunters who rely on their respective contact base to provide suitable candidates. Whereas many head-hunters have developed dedicated expertise in finding well defined positions in areas such as IT, Finance and HR, very few if any, provide the same level of contacts, expertise and competencies in successfully searching for the modern service professional. Instead, head-hunters turn to the now infamous LinkedIn website as their primary tool for finding people.

 

Interestingly though, if you have ever tried to search for service people using these types of recruitment tools you will discover that it is very difficult to pinpoint the type of positions and qualifications you require to fill your vacancies.

One of the main stumbling blocks is that service is such a wide generic term that it identifies 1000’s of unsuitable candidates.

Using company job titles seems a good idea, but often although these might make sense to people within the business, they bear little relevance to the outside world. The result is that recruiters are forced to search for candidates with vague, irrelevant job titles which are difficult to match on the main social media platforms available today.

Alternative approaches such as on-line job boards have other challenges. Frequently job descriptions are not clear and easily understood. Recruiters do not know which talent match the ‘Service’ brief and are often overwhelmed with the volume of response, because many candidates apply based on their belief they work in the ‘Service’ industry, yet often are completely unsuitable for the job.

In summary, companies often end up waiting up from 9- 12 months to successfully fill Service Leadership positions!

What can we do about it?

With above in mind, it is possible to reduce the time it takes to hire good service people by more than 50%, through following three very simple rules:

1.Job descriptions:

Organisations are good at producing job descriptions that suit their internal HR processes, but these are often not easy to translate into the terminology used in the wider world. Don’t fall into this trap! Make sure the job description you develop meets both the internal company needs and for the recruiter is geared to the language of social networks.

2.Work with people who know Service:

Working with professionals who deeply understand your business environment and needs, will be far more effective in terms of time and quality.

They will enable a more relevant job description to be developed as well as widen and enrich the search to allow candidates from seemingly unrelated backgrounds to be identified. Very few internal recruitment teams or external head-hunters truly understand the ‘Service’ space, or the wide variety of terminology used by service job seekers.

 

3.Be involved:

Make sure that you are fully aware of the type of people being searched, so that you can ensure it is focused on the right experiences. Close teamwork between client and recruiter has been shown to significantly reduce the time it takes to identify great candidates.

By following these three simple guidelines, you will not only find people faster, you will find better qualified talent that will enrich your organisation as well as significantly reducing your recruitment costs. They also can be applied to those professionals looking to develop their career paths.

These guidelines have been developed over many years participating in the hiring process of service professionals across many parts of the world.

Whilst conceptually, fairly straightforward, they are not so easy to follow and execute. With technical and service business talent at a premium and the adoption of on-line search through social networks is transforming the recruitment process.

Good definition thorough understanding the service “space” and feedback throughout the recruitment process have become critical to successfully finding the nuggets of gold in the ocean of working humanity.

For more information on recruiting Great Service People, contact Dag Gronevik, Richard Cowley or Nick Frank on how to ‘Build your Service Capability’ at info@si2partners.com or call +44 208 144 6452.

 

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