153 Khadije Mafakheri

1. ‫تولیذکننذه‬ ‫شرکتهای‬ ‫توسط‬ ‫مشتریان‬ ‫آالت‬ ‫ماشین‬ ‫ناوگان‬ ‫مذیریت‬
servitization ‫رویکرد‬ ‫اتخار‬ ‫با‬
‫مفاخری‬ ‫خدیجه‬
‫هپکو‬ ‫شرکت‬ ‫راهبردی‬ ‫بازاریابی‬ ‫مدیر‬
ُ‫آثبًوب‬1395 ‫الولل‬ ‫ث٘ي‬ ‫اهَر‬ ٍ ‫کبر‬ ٍ ‫کست‬ ِ‫تَسؼ‬ ‫هؼبًٍت‬

2. ‫بحث‬ ‫مورد‬ ‫موضوعات‬:
‫هحَر‬ ‫خذهبت‬ ٕ‫کبرّب‬ ٍ ‫کست‬ ِ‫تَسؼ‬ ‫ثز‬ ٕ‫ا‬ ِ‫هقذه‬
‫تؼزٗف‬servitization‫کبر‬ ٍ ‫کست‬ ٕ‫دً٘ب‬ ‫در‬ ‫آى‬ ‫اّو٘ت‬ ٍ
‫فزآٌٗذ‬ ‫در‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ‫ثب‬ ‫هزتجط‬ ‫خذهبت‬ ُ‫جبٗگب‬servitization
‫فزآٌٗذ‬ ‫در‬ ‫هطتزٗبى‬ ‫آالت‬ ‫هبضي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬ ‫هختلف‬ ٕ‫ضزکتْب‬ ‫تجبرة‬servitization
‫فزآٌٗذ‬ ‫ثب‬ ‫هزتجط‬ ٕ‫چبلطْب‬servitization(service paradox)
‫ثب‬ ‫هطتزٗبى‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬ ٕ‫استزاتژ‬ ‫تذٍٗي‬ ٖ‫ٍچگًَگ‬ ‫استزاتژٗک‬ ‫هالحظبت‬
‫رٍٗکزد‬ ِ‫ث‬ ِ‫تَج‬sv

3. ٔ‫تَسؼ‬‫کست‬ٍ‫کبر‬‫خذهبت‬‫در‬‫کٌبر‬،‫تَل٘ذ‬ٖ‫ٗک‬‫اس‬‫گزاٗطبت‬ٖ‫صٌؼت‬،‫جذٗذ‬‫هْن‬ٍ‫قبثل‬ِ‫تَج‬‫ثبضذ‬ٖ‫ه‬.
‫خذهبت‬‫هٌبست‬ٍ‫هتٌَع‬ٖ‫ٗک‬‫اس‬ٕ‫ّب‬ِ‫حلق‬‫هْن‬‫در‬ٓ‫سًج٘ز‬‫ارسش‬‫اکثز‬‫کست‬‫ٍکبرّب‬ٍ‫ٗک‬‫اثشار‬‫استزاتژٗک‬
‫هحسَة‬‫ضَد‬ٖ‫ه‬.
‫ثب‬ِ‫تَج‬ِ‫ث‬‫تز‬ًٖ‫طَال‬‫ثَدى‬ٔ‫چزخ‬‫ػوز‬ٔ‫ارائ‬‫خذهبت‬‫هزتجط‬‫ثب‬‫هحصَل‬‫ًسجت‬ِ‫ث‬ٔ‫چزخ‬‫ػوز‬،‫هحصَل‬‫اهکبى‬
ِ‫ارائ‬ٕ‫ّب‬ِ‫ثست‬ٖ‫خذهبت‬‫هتٌَع‬ٍُ‫گستزد‬ِ‫ث‬‫هطتزٗبى‬‫هْ٘بتز‬،ُ‫ثَد‬ً‫ب‬ٌ‫ضو‬‫اهکبًبت‬ٍٕ‫ّب‬‫ّاث٘ت‬‫ذ‬‫ج‬ٖ‫خبص‬‫ً٘ش‬
ٕ‫ثزا‬‫اٗي‬ِ‫ػزص‬‫اس‬‫کست‬ٍ‫کبر‬‫اٗجبد‬‫خَاّذ‬‫ضذ‬.‫اٗي‬ِ‫چزخ‬ٕ‫ّب‬‫فزصت‬ٕ‫ث٘طوبر‬‫را‬ٕ‫ثزا‬‫ّب‬‫ضزکت‬‫جْت‬
‫کست‬‫هشٗت‬ٖ‫رقبثت‬ٍ‫کل٘ذ‬‫هَفق٘ت‬‫در‬ٖ‫ثبسارٗبث‬‫ه٘سز‬ُ‫ًوَد‬‫است‬.
‫ث٘ص‬‫اس‬‫ٗک‬‫سَم‬ٕ‫ّب‬‫ضزکت‬‫ثشرگ‬ُ‫تَل٘ذکٌٌذ‬ِ‫ث‬‫سوت‬ٔ‫تَسؼ‬‫کست‬ٍٕ‫کبرّب‬ٖ‫خذهبت‬ٍٕ‫ر‬‫اًذ‬ُ‫آٍرد‬ِ‫ک‬
‫اٗي‬‫ًسجت‬‫در‬ٕ‫کطَرّب‬ِ‫ٗبفت‬ِ‫تَسؼ‬ِ‫ث‬‫ث٘ص‬‫اس‬60‫درصذ‬‫ً٘ش‬‫رسذ‬ٖ‫ه‬
‫محور‬ ‫خدمات‬ ‫کارهای‬ ‫و‬ ‫کسب‬ ‫توسعه‬ ‫اهمیت‬:

4. ‫اس‬ ٖ‫ثزخ‬‫دالٗل‬ٕ‫هشاٗب‬ ٍ‫کبر‬ ٍ ‫کست‬ ِ‫تَسؼ‬‫خذهبت‬‫اسبس‬ ‫ثز‬‫تحق٘ق‬‫بت‬‫هختلف‬ُ‫حَس‬ ِ‫س‬ ‫در‬:
ٖ‫هبل‬‫استزاتژٗک‬ٖ‫ثبسارٗبث‬
-‫هغوئي‬ ‫جریبى‬ ‫یک‬ ‫ًوَدى‬ ‫فراّن‬
‫ظَد‬ ‫حبؼیۀ‬ ‫ایجبد‬ ‫عریق‬ ‫از‬ ‫هبلی‬
‫ثجبت‬ ‫ثب‬ ‫درآهذی‬ ‫هٌجغ‬ ٍ ‫ثبالتر‬
-‫هقبثل‬ ‫در‬ ‫ججراًی‬ ‫ػبهل‬ ‫یک‬
‫هحصَالت‬ ‫ظَد‬ ِ‫حبؼی‬ ‫کبّػ‬
‫رقبثت‬ ‫ثذلیل‬
-‫ؼرکت‬ ‫پبیذار‬ ‫ثقبی‬
-‫اثرات‬ ‫ًوَدى‬ ‫هتؼبدل‬‫ظیکلْبی‬
‫اقتصبدی‬
-ِ‫تَظؼ‬ٍ ‫کعت‬‫کبر‬
-‫رقبثتی‬ ُ‫جبیگب‬ ‫تقَیت‬ ‫ثبػث‬ ‫خذهبت‬
‫ؼَد‬‫هی‬ ‫ّب‬‫ؼرکت‬
-ٍ ‫غیرفیسیکی‬ ‫خذهبت‬ ‫تقلیذ‬
ِ‫ث‬ ِ‫ٍاثعت‬ ‫ارزغ‬ ‫تَلیذ‬ ‫فرآیٌذّبی‬
،‫ثَد‬ ‫خَاّذ‬ ‫تر‬‫ظخت‬ ‫رقجب‬ ‫تَظظ‬ ،‫آًْب‬
‫یبدگیری‬ ‫عریق‬ ‫از‬ ‫رقبثتی‬ ‫هسیت‬ ‫زیرا‬
‫ؼَد‬‫هی‬ ‫ایجبد‬ ‫ظبزهبًی‬
-ِ‫ث‬ ُ‫ؼذ‬ ِ‫ارائ‬ ‫ارزغ‬ ‫اظبض‬ ‫ثر‬ ‫رقبثت‬
ٌِ‫ّسی‬ ‫ثجبی‬ ‫هؽتری‬
-ِ‫تَظؼ‬ ٍ ‫تحقیق‬ ‫فرآیٌذ‬ ِ‫ث‬ ‫کوک‬
‫ثبزار‬ ‫در‬ ‫تحقیق‬ ٍ ‫هحصَالت‬
-‫هؽتریبى‬ ‫ثب‬ ‫هذت‬ ‫ثلٌذ‬ ‫تؼبهالت‬ ‫ایجبد‬
-‫جوغ‬‫داًػ‬ ‫آٍری‬‫هؽتریبى‬
-‫ثرٍى‬ ِ‫ث‬ ‫هؽتریبى‬ ‫توبیل‬ ‫هیساى‬ ‫افسایػ‬
‫ثر‬ ‫تورکس‬ ٍ ‫آًبى‬ ‫فؼبلیتْبی‬ ‫ظپبری‬
‫کلیذی‬ ‫فؼبلیتْبی‬
-‫هؽتریبى‬ ‫ثرای‬ ‫ظفبرؼی‬ ‫خذهبت‬ ِ‫ارائ‬
-‫هحصَالت‬ ‫فرٍغ‬ ‫افسایػ‬
-ُ‫دٌّذ‬ ِ‫ارائ‬ ‫ؼرکتْبی‬ ‫ؼذى‬ ‫تجذیل‬
‫ثرای‬ ‫حل‬ ُ‫را‬ ‫دٌّذگبى‬ ِ‫ارائ‬ ِ‫ث‬ ‫خذهبت‬
‫هؽتریبى‬
-ٍ ‫هحصَالت،خذهبت‬ ‫از‬ ‫ترکیجی‬ ِ‫ارائ‬
‫هؽتریبى‬ ‫ًیبزّبی‬ ‫تحقق‬ ‫ثرای‬ ‫داًػ‬
4

5. ‫خذمت‬ ‫زنجیرۀ‬ ‫های‬‫فعالیت‬-‫محصول‬
75.7%
70.4%
67.0%
64.3%
64.3%
52.2%
52.2%
51.3%
43.5%
41.7%
40.0%
36.5%
34.8%
33.9%
24.3%
23.5%
14.8%
‫تلفي‬ ‫عریق‬ ‫از‬ ‫هؽتریبى‬ ‫پؽتیجبًی‬
‫فٌی‬ ‫اپراتَر‬ ‫آهَزغ‬
‫اًذازی‬ُ‫را‬ ٍ ‫ًصت‬ ‫خذهبت‬
‫اعالػبت‬ ٍ ‫اظٌبد‬ ِ‫ارائ‬
‫آى‬ ‫تَظؼۀ‬ ٍ ًَِ‫ًو‬ ‫عراحی‬ ‫خذهبت‬
‫هؽتریبى‬ ‫ثرای‬ ‫ظویٌبر‬
‫هحصَالت‬ ‫آٍری‬ ‫ثرٍز‬ ‫خذهبت‬
‫ًگْذاری‬
ٌِ‫ّسی‬ ‫هحبظجبت‬-‫ظَد‬
ِ‫هؽبث‬ ‫هحصَالت‬ ‫ثرای‬ ‫فٌی‬ ‫پؽتیجبًی‬
‫هؽکالت‬ ‫تحلیل‬ ٍ ِ‫تجسی‬
‫تحقیقبت‬
‫هؽتریبى‬ ‫ًظر‬ ‫هَرد‬ ‫هحصَالت‬ ‫ظبخت‬ ‫قبثلیت‬ ‫تحلیل‬ ٍ ِ‫تجسی‬
‫هحصَالت‬ ‫ًوبیػ‬
‫هؽتریبى‬ ‫ثرای‬ ‫ظٌجی‬‫اهکبى‬ ‫هغبلؼبت‬
ُ‫ؼذ‬ ِ‫فرٍخت‬ ‫هحصَالت‬ ‫ػولیبت‬
‫هؽتریبى‬ ‫فرآیٌذّبی‬ ‫اجرای‬

6. Identified Industrial Product Service Business Models
Basic Services
• Cost-benefit calculation
• Customer consulting and
support by phone
• Written information material
• Technical user training
Maintenance Services
• Maintenance
• Product upgrading services
• Technical support for similar
products of other manufacturers
Research and Development Services
• Analysis of product manufacturability
• Problem analysis
• Feasibility studies
• Prototype design and development service
• Research
Functional Services
• Service for operating customers’ process
• Service for operating the product sold to
thecustomer
1 2
3 4

7. Percentage of different business models offered by
manufacturing companies
Relations between Industrial product-service
business models and financial performance

8. servitization‫کبر‬ ٍ ‫کست‬ ٕ‫دً٘ب‬ ‫در‬ ‫آى‬ ‫اّو٘ت‬ ٍ

9. Srvitization‫چیست؟‬
Srvitization،‫اٍلیي‬‫ثبر‬‫در‬‫ظبل‬1988‫تَظظ‬RadaٍVandermerwe‫ثرای‬‫ترظین‬ٍ‫تَضیح‬‫گرایػ‬
‫ؼرکتْبی‬‫تَلیذ‬ُ‫کٌٌذ‬ِ‫ث‬ِ‫ارائ‬ِ‫ثعت‬‫ترکیجی‬‫از‬‫کبالّب‬،‫،خذهبت‬‫پؽتیجبًی‬،‫ظلف‬،‫ظرٍیط‬‫داًػ‬ٍ....ِ‫ث‬‫هؽتریبى‬
ُ‫ثکبرثرد‬‫ؼذ‬.‫ثٌبثرایي‬‫کبرثرد‬ِ‫اٍلی‬‫آى‬‫هرثَط‬ِ‫ث‬ُ‫حَز‬‫ثبزاریبثی‬‫هی‬‫ثبؼذ‬.
Srvitization‫ًؽبى‬ُ‫دٌّذ‬‫یک‬‫رًٍذ‬ُ‫فسایٌذ‬ٍ‫هحجَة‬‫در‬‫هیبى‬‫تَلیذ‬‫کٌٌذگبى‬‫هحصَالت،ػلی‬‫الخصَؾ‬
‫هحصَالت‬‫ثب‬‫دٍام‬‫ثرای‬‫گعترغ‬ٌِ‫داه‬‫خذهبت‬‫پیؽٌْبدی‬(Service Offerings)‫هی‬‫ثبؼٌذ‬ِ‫ک‬‫هحصَالت‬‫را‬
‫در‬‫ظراظر‬ِ‫چرخ‬‫ػور‬‫آًْب‬‫ّوراّی‬‫کٌذ‬.
 Servitization is the innovation of an organization’s capabilities and processes to
better create mutual value through a shift from selling product to selling
product-service systems.
 A product-Service System is an integrated product and service offering that
delivers value in use.
Product -oriented service -oriented

10. 10
Servitization process
Value-Generation through Servitization

11. Type of value proposition
Extending your core product to offer customer outcomes

12. ‫فزآٌٗذ‬ ‫در‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ‫ثب‬ ‫هزتجط‬ ‫خذهبت‬ ُ‫جبٗگب‬
servitization

13. 13

15. Service offerings can roughly be divided into two categories:
Do you want to protect established
relationships within your installed
base and lock out your competitors?
Do you want to cultivate new
relationships and create new
business?
You may consider services that
mainly focus on existing equipment:
– Training
– Delivery
– Helpdesk
– Installation
– Reactive repair
– Spare parts and Maintenance
You may consider services that help
customers to achieve outcomes:
– Outsourcing partners
– Vendor agnostic operations
– Process oriented training
– Business advising/Consulting
– Preventive maintenance
– Monitoring
– Financing

16. The product-oriented service space
servicesitemservicesitem
Full maintenance Contract12Site delivery /Home delivery1
Advice and consultancy
Documentation
13Product installation/startup ,
commissioning
2
Help Desk – hot line on product14Spare parts and consumables delivery3
Help Desk – hot line on process15Updates/upgrades4
Help Desk – hot line on business16Remanufacturing , Refurbishing ,
cleaning, safe Keeping
5
Product-oriented training17Recycling and take back6
Process-oriented training18Financial services7
Business-oriented training19Inspection and diagnosis8
Product-oriented consultancy20Repair and maintenance9
Process-oriented consultancy21Extended warranty10
Business-oriented consultancy22Preventive maintenance11

17. The use-oriented service space
servicesitem
Leasing23
Short term Renting24
Long term Renting25
Sharing26
Pooling27
The result-oriented service space
servicesitem
Pay-per-use28
Outsourcing29
Functional-based Pay-per-
result
30

18. The Growth of the Service Business in Manufacturing

19. ‫هطتزٗبى‬ ‫آالت‬ ‫هبضي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬ ‫هختلف‬ ٕ‫ضزکتْب‬ ‫تجبرة‬
‫فزآٌٗذ‬ ‫در‬servitization

20. -‫ثر‬‫اظبض‬‫تحقیقبت‬‫اًجبم‬ُ‫ؼذ‬‫اکثر‬‫ؼرکتْب‬(‫ثیػ‬‫از‬60%)،‫در‬‫کؽَرّبی‬ِ‫تَظؼ‬،ِ‫یبفت‬‫ایي‬‫رٍیکرد‬‫را‬‫از‬‫ظبلْب‬‫قجل‬‫هَرد‬
ِ‫تَج‬‫قرار‬ُ‫داد‬‫اًذ‬.
-‫در‬ٍُ‫گر‬‫تَلیذ‬‫کٌٌذگبى‬‫هبؼیي‬‫آالت‬‫ؼرکتْبی‬‫کَهبتعَ،کبترپیالر،لیجْر‬ٍَ‫،ٍل‬‫،اعلط‬َ‫کَثک‬ٍ....‫حذ‬‫ثبالیی‬‫از‬‫فرآیٌذ‬
SERVITIZATION‫را‬‫اًجبم‬ُ‫داد‬‫اًذ‬‫تب‬‫جبیی‬ِ‫ک‬‫خَد‬‫را‬Total solution Provider‫هی‬‫داًٌذ‬.
-‫اکثر‬‫ؼرکتْبی‬‫ثسرگ‬ُ‫حَز‬ICT
-‫ؼرکتْبی‬‫ثسرگ‬‫تَلیذ‬ُ‫کٌٌذ‬‫کبهیًَْب‬ٍ‫ظبیر‬‫تجْیسات‬‫حول‬‫ًٍقل‬
‫ؼرکتْبی‬‫تَلیذ‬ُ‫کٌٌذ‬‫کبالّبی‬ِ‫ظرهبی‬‫ای‬‫ثب‬‫تکٌَلَشی‬ُ‫پیچیذ‬‫هبًٌذ‬‫ؼرکت‬‫رٍلس‬‫رٍیط‬(‫ثخػ‬‫َّافضب‬ِ‫ک‬‫تَلیذ‬ُ‫کٌٌذ‬
‫اًَاع‬‫هَتَرّب‬‫در‬‫ایي‬ُ‫حَز‬‫هی‬‫ثبؼذ‬)
ًَِ‫ًو‬‫ّبیی‬‫از‬‫ؼرکتْب‬:
Siemens ,ABB ،IBM،Rockwell Automation ، Toyota ،HP،IKEA ،Bosch، Daf, Apple ،Sony،
Vestas ,Alfa laval,MAN، Miele،Mercedes Benz ,Audi, canon Maserati,،Nissan ،...
....service revenue growth of 5-10% per year and by 2015 : 71% of global manufacturers
are expected to use services in order to differentiate their products and 82% of
European manufacturers are expected to focus on services….
‫رٍٗکزد‬ ‫اس‬ ،‫خَد‬ ‫هطتزٗبى‬ ‫تجْ٘شات‬ ‫هذٗزٗت‬ ‫در‬ ِ‫ک‬ ٖٗ‫ضزکتْب‬ ‫اس‬ ٖ‫ثزخ‬SERVITIZATION‫گ٘زًذ‬ ٖ‫ه‬ ُ‫ثْز‬:

26. Komatsu
Maintenance
Agreements

27. ‫فزآٌٗذ‬ ‫ثب‬ ‫هزتجط‬ ٕ‫چبلطْب‬servitization
(service paradox)

29. THE SERVITIZATION PARADOX
 Create leadership support from top
management to sales and operations
managers
 Make the necessary investments to
develop and implement services and
solutions
 Change the mind-set and capabilities of
the organization to selling and
delivering services and solutions
 Develop KPIs and align incentives to
ensure integrated sales and delivery of
products combined with services
 Coordinate and align the development
of new products integrated with new
services
 Involve customers in the development
process
 Create the necessary flexibility and
adaptability to enable customization
 Formulate attractive value propositions
through better understanding of customer
needs
 Ensure that the quality of service provision
lives up to customer expectations
 Specify Service Level Agreements to
ensure an appropriate balance of risk and
rewards
 Develop trustful relationships to support
the investment in customer specific
competencies

30. ٕ‫استزاتژ‬ ‫تذٍٗي‬ ٖ‫ٍچگًَگ‬ ‫استزاتژٗک‬ ‫هالحظبت‬
‫هطتزٗبى‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬

32. Outsourcing PartnerDevelopment
Partner
Customer Support Service
Provider
After Sale Service Provider
OP
ٕ‫سپبر‬ ‫ثزٍى‬ ِ‫ک‬ ٖ‫ضزکبئ‬
ُ‫ضذ‬ ‫ٍاگذار‬ ‫آًْب‬ ِ‫ث‬‫است‬
ٕ‫ّب‬ ‫سزٍٗس‬ ٍ ‫خذهبت‬
ٕ‫کبرثزد‬ ٍ ٖ‫ػول٘بت‬
‫هسئَل٘ت‬ ِ٘‫کل‬ ‫پذٗزفتي‬
‫ثب‬ ‫هزتجط‬ ٕ‫ّب‬ٍ ‫کست‬
‫ثب‬ ٖ‫،حت‬ ‫کبرهطتزٗبى‬
‫رٗسک‬ ‫ٍجَد‬
DP
ُ‫حَس‬ ‫در‬ ‫هب‬ ٕ‫ضزکب‬
ِ‫تَسؼ‬ ٍ ‫ثْجَد‬
ٖ‫طزاح‬ ُ‫حَس‬ ‫خذهبت‬
‫سبس‬ ٍ ‫سبخت‬ ٍ
CSP
‫خذهبت‬ ُ‫دٌّذ‬ ِ‫ارائ‬ ٕ‫ّب‬ ‫ضزکت‬
‫اس‬ ًٖ‫پطت٘جب‬ٕ‫هطتز‬
‫جبهغ‬ ٕ‫ًگْذار‬ ‫تؼو٘زات‬
ِ‫پ٘طزفت‬ ٕ‫ّب‬ ‫ثبسدارًذُ،آهَسش‬
،‫فزآٌٗذّب‬ ٕ‫سبس‬ ٌِْ٘‫ث‬
،ٕ‫هطتز‬ ‫ثب‬ ‫ارتجبط‬ ‫ثبسرسٖ،خط‬
ٖ‫ٗذک‬ ‫قطؼبت‬ ٍ ‫لَاسم‬ ‫تبه٘ي‬
ASP
(‫خذهبت‬ ُ‫دٌّذ‬ ِ‫ارائ‬ ٕ‫ّب‬ ‫ضزکت‬
‫افزٍش‬ ‫پس‬)
، ‫تؼو٘زات‬ ، ٖ‫ٗذک‬ ‫لَاسم‬ ٍ ‫قطؼبت‬
ٖ‫ثبسرس‬
‫آهَسش‬‫خط‬ ِ‫پ٘طزفت‬ ٍ ٕ‫هجتذ‬
ٕ‫هطتز‬ ‫ثب‬ ‫ارتجبط‬

33. ‫محور‬ ‫محصول‬ ‫خذمات‬ ‫انواع‬

34. ‫مرتبط‬ ‫استراتژیهای‬ ‫و‬ ‫محور‬ ‫محصول‬ ‫خذمات‬ ‫انواع‬

35. CALCULATING COSTS
ُ‫حَز‬ ‫در‬ ‫اظتراتصیک‬ ‫تصویوبت‬ ‫ایجبد‬ ‫ثرای‬ ‫هْن‬ ‫اثسار‬ ٍ‫د‬
‫اظتراتصیْبی‬Servitization‫از‬ ُ‫اظتفبد‬ ،ٍ ِٗ‫تجش‬
‫هحصَل‬ ‫ػوز‬ ُ‫دٍر‬ ٕ‫ّب‬ ٌِٗ‫ّش‬ ‫تحل٘ل‬(LCCA)ٍ
‫هبلک٘ت‬ ٖ‫کل‬ ٕ‫ّب‬ ٌِٗ‫ّش‬(TCO)‫ثبؼذ‬ ‫هی‬

36. Key levers for succeeding in servitization
Setting strategic direction
Define and communicate a clear service
strategy and initiate the necessary
investments to align the strategic
direction with operational capabilities
Developing capabilities
Develop capabilities for designing and
delivering services, including technical
expertise, customer orientation and
Information Technology
Adjusting organizational design
Create the organizational arrangements
to support the development , sale and
delivery of services and align
performance measures and incentives
Establishing a service culture
Provide managerial attention to the
values supporting service design and
delivery such as customer orientation,
heterogeneity and flexibility

37. The Servitization Framework

38. Servitization is a profitable business proposition for manufacturers, which opens up
channels for forging longstanding customer relationships. With necessary
investments in personnel and systems, manufacturers are able to provide
differentiated offerings with services across the product lifecycle. Technology
adoption is an imperative for organizations to prepare themselves for servitization
with innovation. By leveraging disruptive technology such as additive
manufacturing, Big Data analytics, complex decision making trees, and remote
communication mechanisms, manufacturing companies are able to streamline
processes and derive and interpret end-to-end real-time data on product
performance and customer operations. In the emerging world of servitization, value
creation and delivery is an ongoing process. Equipped with this strategic
competitive differentiator, manufacturers are empowered with the capability of
transforming product creation and servicing processes, and redefining value
exchange with customers. …….,
The Future of Manufacturing

39. ‫شما‬ ‫توجه‬ ‫از‬ ‫سپاس‬ ‫با‬
‫مفاخری‬ ‫خدیجه‬
‫هپکو‬ ‫شرکت‬ ‫راهبردی‬ ‫بازاریابی‬ ‫مدیر‬
mafakheri@hepcoir.com