04 October 2018

Becoming a B2B2C Service Provider

Everybody uses the spaces around them. We are constant consumers in both our professional and private lives, making use of the services and facilities offered when working at the office, buying clothes at a shopping centre, enjoying a picnic in the park, or going through an airport on a business trip. Many people, however, are unaware of the effort it takes to provide them with the optimal experience.

Webinar - Enabling End-User Success

Watch Jeffrey Scott Saunders, Director of the CIFS, discuss the role of Integrated Facility Management in enabling end-user success.

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Because creating the optimal experience is the goal of the owners of these properties and assets. For example, relaxed shoppers will spend more money. At airports, poorly maintained terminals are not only unappealing, but can further stress the passenger already nervous about flying. And as we have discussed in the past, employees are more productive in appealing work environments.

The services offered

Some of the services that create this experience are very visible to consumers: a friendly welcome at a reception desk, delicious lunch options, or a clean toilet. These are the ‘soft services’ facility management service providers deliver to property owners and occupiers. There are many more services that are not as visible, but have an equally large influence on the experience of consumers. For example, the lighting, temperature or air quality. A lot of things in daily life are taken for granted - having power, lifts or hot water - but it requires effective monitoring and maintenance to keep these utilities running. These services are named ‘hard services’. Many property owners outsource soft and hard FM services to commercial service providers to be more cost-effective and to focus on their core business.

These examples show the challenging relationship between the various parties involved and the different requirements and expectations towards properties, assets and services:

  • Property and facility management service providers: Providers of soft and/or hard services to manage and maintain properties and assets to unburden property owners (customers). Their primary goal is providing these services in an efficient and cost-effective way to gain and retain customers.
  • Building or property owners: The owners of properties or assets, such as large corporations, government organisations or universities. Their primary goal is to offer a location that supports their business goals, whether that is retail sales, student study spaces, or corporate offices that enhance the brand image.
  • Building occupiers, end-users, consumers: The population making use of the facilities and services offered by building or property owners. Their primary goal is a seamless experience that supports them in their activity.

This connection of relationships is referred to as the B2B2C-model, in which commercial service providers extend their existing ‘business to business’ (B2B) relationship with contract managers to also include the end users and ‘consumers’ of the service (B2B2C). It gets even more complex when including lessees of a property or sub-contractors of a service provider to deliver services.

Why it matters

According to research done by the Copenhagen Institute for Futures Studies, 56% of companies measure the success of their FM outsourcing using various strategic KPIs such as employee satisfaction. Yet many Integrated Facility Management service providers struggle with how to balance the different values of their paying customer versus the ultimate end-user.

For example, an escalator at an airport might have some planned maintenance that needs to occur. The airport is motivated to have the maintenance done before the escalator breaks and causes a long-term issue. However, travellers will be frustrated by being redirected in the short-term. A service provider can advise that the work be performed after hours to reduce disruption. 

In another example, a company may be interested in lowering the costs associated with property and thus want to reduce space. However, employees then start to feel cramped, productivity goes down and employee retention becomes an issue. This is a perfect example of when service providers can play the role of strategic partner. They can advise clients towards options that support both the company goals and end-user success. That might be through activity-based work spaces, engaging employees in the space redesign process, or using feedback buttons to track impressions of new workspaces.

To hear more about enabling end-user success, register for our webinar presented together with Jeffrey Saunders of the Copenhagen Institute for Futures Studies. He will be discussing the implications of B2B2C relationships, outsourcing, and pricing models.

Marc Wetzelaer
Former General Manager Service providers