Servitization means more than selling products and technological solutions; for that it is necessary to know the customer in detail by delivering an integrated system of solutions that evolve and improve over time, and delivering added and differential value.

Have you heard of the “drill paradox”? It is brief and clearly expresses our vision as a company. Who buys a drill, does not want a drill, wants a hole in the wall. For what? To put a hook and place a photograph, and so remember a moment, or simply be happy. People do not buy products, but the benefits they provide.

Seeking customer satisfaction is crucial when thinking about how to deliver value. In the past, the consumer was interested in the “ownership” of a good. However, the interest is now on the “experience” produced by that good and, brought to business, consumers seek to meet their needs, or leverage their operations.

In this new scenario emerges the “servitization” concept, a complicated name for something relatively simple. Servitization is nothing further than a change of view: the company delivers an integrated system of solutions that continuously evolve and improve over time.

The main focus of servitization is to facilitate, enrich and improve the customer experience in each project, always keeping in mind that each project is unique and has its particularities.  In this context, Furukawa seeks to retain its customers in a long-term relationship, deeply analyzing the business relationship, and offering different solutions that add value, among which we point out: design and development of services; design and development of end-to-end solutions; maintenance and technical support services; logistics and transport services, as well as technical advice.

However, the main benefit in the implementation of these end-to-end solutions is a cross-cutting collaboration at all stages of a project, including added value in technical solutions, support, after-sales and consultancies. 

Therefore, in the short term, the goal is to show the importance of considering all the different areas involved in an infrastructure project, which is not only structured wiring, but also the various components that determine the operation of a communications area, and that in all projects.

Therefore, in the long term, Furukawa foresees that servitization will become a system always considered and demanded by customers. Customized strategies considering the characteristics and strengths of each channel are key in this concept, which has become a priority for our company.