Becton Dickinson is one of the world’s leading providers of medical equipment and technology. Over the past decade it has come to focus on customer experience and the delivery of solutions. Here we interview pricing leader Joseph Schneider on the challenges and opportunities for pricing at Becton Dickinson.
There is a tension in service design between outcomes and experience. Given its roots in the design world, service design is often focussed on the experience. But in some cases the outcome is all that matters. In others, the experience is the outcome. This can complicate the pricing of services and new models are needed.