Davos 2016: Reclaiming The Service Profit Chain For A Post-Revolutionary Marketplace
By Ron Guirguis , CEO, U.S., MSLGROUP
Revolutions – even industrial ones – are disruptive by definition and sometimes even destructive.
As the World Economic Forum meeting in Davos comes to an end, we can reflect on the implication of the Fourth Industrial Revolution on our industry, our clients and how we work together. At MSLGROUP, this has been a major topic of conversation as we go through our own revolution of sorts in the United States, around the world and as part of a global holding company that is transforming itself as well.
Revolutions – even industrial ones – are disruptive by definition and sometimes even destructive. One reason for this is the tendency for those driving the revolution to throw out everything that came before or to believe that it’s old, tired and no longer has value. But some ideas and approaches can and should survive even the most intense upheaval.
One such idea, which is fundamentally relevant to integrated marketing communications agencies is the Service Profit Chain. First introduced by Harvard professor Jim Heskett and several colleagues in 1994, this approach to service business management has the opportunity to experience a resurgence and an evolution by embracing and utilizing the best elements of the revolution we are currently going through.