Making the Shift to Services

Drawing on the latest work from the Cambridge Service Alliance, this thought-provoking and practical two-day workshop considers how to design the shift to services.

Course overview

Customers increasingly demand services and solutions, not just products. For companies this can be an opportunity to increase their revenues and develop long-term relationships with their customers.


Service offerings are often complex and need a detailed understanding of, and solid approach to, design if they are to satisfy customers and generate revenues. This course provides a holistic view of how to design, develop and integrate services into an organisation.


What you will learn

  • Consider key questions that are vital in the creation of any new service, including: What will be offered and how? What are the risks? How do we deliver and create – as well as capture – value?
  • How to design services that satisfy your customers and create new revenue streams
  • New service business models and the roles of digital platforms
  • How working with partners can help to deliver successful services
  • Change your organisational thinking to support service delivery
  • Use new digital emergent technology and big data to develop innovative services and solutions

Who should attend?

  • General managers and directors
  • Service directors
  • Operations managers and directors
  • Business development and sales managers
  • Technical managers and service engineers
  • Global operations and service delivery managers
  • Design and innovation managers

Course tutors

The tutors have a highly engaging and interactive teaching style. The team has delivered workshops to a host of clients in the public and private, manufacturing and service sectors.


Dr Florian UrmetzerDr Florian Urmetzer is a Senior Researcher in the Cambridge Service Alliance and is known for his work concerning emotions in services and value delivery. Prior to joining the University of Cambridge, Florian worked for Accenture as a consultant in Switzerland and as well for Volkswagen, IBM and SAP Research.





Dr Veronica MartinezDr Veronica Martinez is a University Lecturer. Her work focuses on making and sustaining the shift from products to services. Before her academic career she worked in the automotive industry, and has worked with organisations including Daimler-Chrysler, Peugeot , Fidia and Highland Spring.





Dr Mohamed ZakiDr Mohamed Zaki is the Deputy Director of the Cambridge Service Alliance. His research interests lie in the field of Big Data advanced modelling and its application on Digital Manufacturing and services. His research uses an interdisciplinary approach of data science techniques to address a range of real organisations’ problems.






Bespoke programmes

This short course can be run in-company, at a location of choice, for organsiations that would like to train multiple employees on the content. We can tailor content to meet specific organisational requirements to further enhance the learning experience. Please contact us for further information (email - or call +44 (0) 1223 766141).


Continuing Professional Development (CPD)

This event may contribute towards your Continuing Professional Development (CPD) as part of the your professional institution's monitoring scheme.


University of Cambridge endorsement

IfM open courses are endorsed by the Board of Executive and Professional Education.








Key details

Duration: Two days


Cost: £1800 plus VAT to include all daytime refreshments and the course dinner on the first evening. 


Earlybird fee: £1620 plus VAT - the fee will include the course dinner, all daytime refreshments and course materials.


Location: Institute for Manufacturing (IfM), Cambridge (view map and directions)


Booking confirmation and cancellation policy.


26 - 27 November 2019

For further information please contact:

Jo Griffiths

T: +44 1223 766141


"The collaborative work created opportunities to learn different perspectives"

"The tool set provided is practical and useful"

"Great overall process of understanding how to develop new business opportunities and understanding the customer perspective"

"A key learning for me was how to take a structured approach to fleshing out and refining a new service or existing service"