A Business Simulation for Executive Training in Service Marketing Strategy And Management 


 What is Servisim  4.0 ?


 Why use a Simulation ?

 Target Market

 Key Issues in Servisim

 Decision Areas

 Phases in each Decision Round

 Description of the Market Environment

 Description of Participant Reports

 Descroiption of Administrator Reports



 What is Servisim 4.0 ?

Servisim is the services marketing and services strategy simulation created by PRISM in 1992. Servisim complements services management training sessions by allowing the participants to actively manage companies in a competitive, simulated, environment.   Servisim has been continuously updated and  its fourth version has been launched in 2017, including adaptations related to recent topics on customer loyalty, CRM, customer value and digital communication tools.



Servisim is an active learning tool, which has been developed:


 Why use a Simulation ?

Even though simulations are "virtual", and can not integrate the full complexity of service company management in the real world, simulations present an opportunity to learn actively, in groups. By alternating conceptual inputs and simulation decision rounds, the transition from theory to application is demonstrated. In fact, simulations offer a risk free laboratory and learning environment.

Many training and development programmes have as objective to demonstrate theoretical concepts and give practical examples of application. A simulation goes beyond this objective by ensuring that participants learn to apply (and sometimes how not to apply) the concepts actively, in groups.


 Target Market

Servisim has been used successfully:


 Key Issues in Servisim

Management of Service Companies
Market / Segment choiceCompetitor analysis
Service Marketing Strategies
Product pricing in high fixed cost environments
Management of customer expectations, satisfaction & loyalty.


 Decision Areas

Management of people (staffing levels, training, teambuilding, bonus,...)
Marketing Management (marketing mix, targeting, positioning)
Accounting (product profitability, activity based costing)
Customer Information Data bases, service development
Distribution and production strategy


 Phases in each Decision Round

  1. Market analysis (market reports and internal reports)
  2. Decision-making (corporate and product decisions)
  3. Putting decisions on diskettes and financial simulation of various scenarios
  4. Analysis of the results including the impact of the competition in the different markets.


 Description of the Market Environment

Markets & Products

Two Markets

1 business to business market with two segments (Industrial and Service companies)
1 consumer market with four segments (Youngs, Middles, Executives and VIPs)


Three service "technologies" which differ in the way the service is delivered:

1 product type for the business to business market, called "Compers"
2 product types sold to the consumer markets

"Regulars" delivered by people only
"Betters" delivered by people, assisted by machines


Possible emergence of a new digital service delivery technology.


The Service Marketing Mix

Promotion (digital advertising in social media, direct mail, key account management,...)
Pricing (base price and quantity discounts)
Product (guarantee, extra support,...)
Place (distribution channels, availability,...)
Positioning the message (managing customer expectations)
People management (service, quality and product training, motivation,...)
Physicals (Physical Layout of distribution, refurbishment,...)


Production & Sales (Distribution) Channels

Three production strategies for the tangible part of the delivered service product
(complete outsourcing, internal tailoring or fully internal)
Three distribution and sales channels
(primary locations, secondary locations and franchises)


Human Resources

Operations, service & support, complaint and account managers
Staffing levels, various types of training, motivation.



Six companies compete with different strengths, some are niche players, some are
too small to be everything to everyone, some start off with a dominant position.


 Description of the Participants Reports

Financial & Accounting Information

Product Accounts (product contribution)
Company Accounts
Customer profitability (per segment)
Activity Based Costing (per distribution channel)

Customer Information

Number of customers per segment/product.
Customer expectations and complaints
Net Promoter Scores (NPS) & Customer Loyalty 

Operarions Review

Personnel utilisation rate
Personnel competency benchmarks

Market Research

Potential business per segment
Product perceptions (perceptual maps)
Segment needs (conjoint analysis)
Awareness data
Customer satisfaction data
Competitive Intelligence
Market Shares


 Description of the Administrator Reports


Simulation administrators analyse decisions and results of the teams graphicaly or numerically every period