CHAPTER
18
CONVINCING CUSTOMERS TO PAY FOR DIGITAL SERVICES
A common component of digital transformation journeys involves either a move from products to services and solutions or the addition of a service layer on top of a product. Here, we cover a particularly challenging part of this second component—convincing customers to actually pay for digital services. In many industries, the unfortunate reality is that these services are given away free or at very low cost.
Monetizing digital services requires multiple steps, some internal and others external. First, you need to spend a significant amount of time considering the benefits of the service to customers. You can build it, but don’t expect them to come!
In addition, in most B2B environments, ...
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