Wednesday 14th October 2026
Topic: A Regional Approach to Servitization
Showcase Partner: United Machining
Speakers: Jenny Qian, Head of Customer Care China, United Machining
Delfina Torres, Business Developer Customer Care, United Machining
Host: Dr Yang Zhao, Associate Professor & ASG Mentor
Our latest Partner Showcase brought the Advanced Services Partnership together to hear how United Machining is progressing its servitization journey through regional innovation, Voice of Customer and storytelling.
The session explored United Machining’s regional approach, combining local teams’ understanding of customer and market needs with the strategic and technical expertise of headquarters to develop services that are relevant to different markets.
Partners also heard how Voice of Customer approaches are helping to shift conversations towards customers’ challenges, priorities and desired outcomes, while storytelling is being used to communicate the value of services through real customer experiences and outcomes.
The showcase provided a practical example of servitization in action, highlighting the importance of local insight, listening to customers and telling compelling customer stories.
