The Continuing Rise of Servitization in 2025: Embracing Outcome-Based Models
As manufacturing evolves, servitization is taking center stage, shifting focus from products to outcomes. In this article, we explore the transformative role of IoT, AI, and big data, the industries leading the charge, and how manufacturers can navigate rising customer expectations and operational challenges…
In 2025, manufacturers face a defining choice: embrace servitization or risk being left behind in a rapidly evolving, outcome-driven market. Today’s customers demand more than quality products—they expect efficiency, reliability, and measurable results. Servitization, the integration of products and services to deliver value, has become the industry’s answer to these rising expectations.
This isn’t just a technological trend—it’s a business necessity. Powered by transformative tools like IoT, AI, and big data analytics, servitization is reshaping the competitive landscape. The manufacturers that adapt will lead the charge into a future where outcomes define success.
Servitization: A Paradigm Shift
At its heart, servitization redefines the relationship between manufacturers and their customers. Instead of focusing solely on selling products, companies are pivoting to delivering outcomes such as uptime, efficiency, and reliability.
As Johan Diaz, Founder of the Service Revolution Academy, explains, servitization is fundamentally about integrating digital technologies to create comprehensive product-service solutions. This shift, Diaz highlights, enables businesses to move beyond transactions and focus on creating ongoing value for their customers.
Diaz also brings attention to servitization’s broader environmental potential. He points out that extending product lifecycles through these models not only builds customer loyalty but also reduces waste. “Servitization can be a force for good in the race to offer more sustainable innovations,” he emphasizes, noting that the practice addresses premature obsolescence in many industries.
The Digital Technologies Driving Change
The rapid adoption of IoT, AI, and big data analytics is revolutionizing how manufacturers deliver services. These technologies form the backbone of servitization, enabling real-time insights, predictive maintenance, and personalized service offerings.
- IoT: As Diaz highlights, IoT devices collect real-time data, helping manufacturers monitor equipment performance, predict issues, and reduce costly downtime.
- AI: Claudine Bianchi, Chief Marketing Officer at Syncron, stresses that AI and Machine Learning are transformative forces, automating routine tasks and enhancing decision-making. She also emphasizes their role in managing growing data volumes and delivering real-time insights.
- Big Data Analytics and SLM Platforms: Bianchi notes that Intelligent Service Lifecycle Management (SLM) platforms are increasingly critical for manufacturers. These systems provide scalability and seamless data integration, enabling organizations to connect siloed systems and gain end-to-end visibility across the service lifecycle. This integration, as Bianchi explains, helps manufacturers deliver consistent outcomes while optimizing efficiency and control.
"Customers now prioritize outcomes, such as operational efficiency and reliability, over product ownership. They demand transparency, measurable results, and proactive service..." Claudine Bianchi, Syncron
Industries Leading the Way
Some sectors have become servitization trailblazers:
- Manufacturing: Companies like GE leverage platforms like Predix to deliver predictive maintenance and operational insights.
- Automotive: Automakers are integrating servitization through subscription services and over-the-air updates, giving customers new ways to interact with their vehicles.
- Healthcare: Providers use IoT to monitor medical devices, enabling proactive maintenance and improving patient care.
These examples illustrate a broader trend that Diaz and Bianchi both highlight: servitization fosters deeper customer relationships while creating recurring revenue streams.
Navigating Rising Customer Expectations
Today’s customers don’t just want products—they want outcomes. They expect reliability, transparency, and proactive service. “Customers now prioritize outcomes, such as operational efficiency and reliability, over product ownership. They demand transparency, measurable results, and proactive service,” notes Bianchi, summarizing the shift in customer priorities.
This shift, however, presents challenges. According to research conducted by Syncron, and Field Service Associates, 92% of service organizations struggle to consistently meet customer satisfaction goals. Bianchi explains that these difficulties highlight the growing complexity of customer demands in an increasingly competitive market.
To address these shifts, Bianchi emphasizes the importance of adopting customer-centric strategies that leverage technologies like SLM platforms. By better anticipating customer needs and delivering measurable outcomes, manufacturers can adapt to this heightened level of expectation.
Brice Mesquida, Senior Advisory Solution Consultant at ServiceNow, adds that the tools to meet these demands are already available. Self-service platforms, for example, allow customers to resolve minor issues quickly, while freeing up resources for more complex needs. Mesquida highlights how AI-driven insights can empower customer-facing teams to provide informed recommendations and personalized solutions.
However, Mesquida emphasizes that technology alone isn’t enough. “Always start with your service strategy,” he advises. By defining the service offering, measurements, and a roadmap for improvement, manufacturers can align their strategies with enabling technologies like IoT and AI.
Challenges Along the Way
Servitization isn’t without its hurdles. One significant challenge, as Diaz points out, is integrating legacy systems with modern technologies. Many manufacturers have siloed data spanning decades, which can complicate efforts to create seamless service delivery models.
Another challenge is cultural. Shifting from a product-centric mindset to an outcome-focused approach requires significant organizational change. Sales and service teams, for instance, must
"“Always start with your service strategy..." Brice Mesquida, ServiceNow
evolve from transactional roles to more consultative ones, focusing on delivering customer outcomes.
Finally, as Bianchi notes, data privacy and security are growing concerns. With IoT devices collecting vast amounts of information, manufacturers must prioritize safeguarding sensitive data and maintaining regulatory compliance.
Balancing Strategy and Technology
One recurring question is whether strategy or technology should come first. As Bianchi explains, the two must work in tandem. “Strategy defines the business goals and customer needs that technology must support, and technology informs and refines strategy by revealing new operational and customer insights,” she states.
Diaz echoes this sentiment, reflecting on his experience in operational technology: delivering reliable outcomes without real-time monitoring or predictive tools is inefficient and prone to failure. For manufacturers, aligning strategy and technology is essential to scaling servitization effectively.
Looking Ahead: The Servitization Imperative
The shift to servitization is accelerating. Syncron’s research indicates that revenue from outcome-based service models is expected to grow from 25% to 41% over the next five years.
But this growth brings challenges. Manufacturers must differentiate their offerings, foster internal cultural change, and navigate rising customer expectations. Those who succeed will not only adapt but lead the charge into a future defined by outcome-based models.
As Diaz aptly concludes:
“In an era where value is measured by customer outcomes rather than product features, digital servitization is not just an opportunity—it’s a necessity.”
The only question left is: who will lead the charge, and who will be left behind?
