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Strategy based service business development for sm es

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Ernst Kreuzer

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Strategy based service business development for sm es

  1. 1. STRATEGY  BASED  SERVICE  BUSINESS  DEVELOPMENT  FOR   SMALL  AND  MEDIUM  SIZED  ENTERPRISES  (SME´S)   IESS  2011,  Geneve   Ernst  Kreuzer   University  of  Applied  Sciences  CAMPUS  02   Department  of  Information  Technologies     &  Business  Informatics  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  1  -­‐  
  2. 2. AGENDA  0.  Introduc1on  to  comprehensive  service  systems  1.  What  are  IT-­‐based  services?  2.  Strategies  to  develop  complex  product-­‐service  bundles    3.  How  do  SME´s  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  4.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  5.  Summary  and  Outlook  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  2  -­‐  
  3. 3. AGENDA  0.  Introduc1on  to  comprehensive  service  systems  1.  What  are  IT-­‐based  services?  2.  Systema1c  Service  Extension  3.  How  do  SME´s  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  4.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  5.  Summary  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  3  -­‐  
  4. 4. INTEGRATION  OF  SERVICE  SHARES   “…..innova0on  consists  in  carrying  out  New   Combina0ons…..“   SCHUMPETER:  THE  GRAND  OLD  MAN  IN   INNOVATION  THEORY   Schumpeter,  1939   The   systemaRc   integraRon   of   service   shares   to   product-­‐service   systems   is   conRnuously   gaining   importance   in   a   service   society.   Services   especially   allow   beZer   insight   into   added   customer   value   in   1mes  of  increasing  global  compe11on.  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  4  -­‐  
  5. 5. SERVICE  CONCEPT  –  INTEGRATION  OF  SERVICE  SHARES    A.  Customer  needs    B.  Design  of  the  offer   Primary                                                                    Core  service/                                           needs   product                                                 Secondary                                                           Suppor0ng,     needs   services   The  Service  Concept  shows  the  approach  to  sa1sfying     customer  needs  with  services.    h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  5  -­‐  
  6. 6. PRODUCT  –  SERVICE  SYSTEMS   Core     physical  goods   Product   services   • Today  the  core  “product”  can  increasingly  be  exchanged  or       subsRtuted  by  the  customer.     •   Meanwhile  the  physical  product  or  the  service  product  as  a    core  product  has  oen  become  a  component  in  an    umbrella    service  concept.  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  6  -­‐  
  7. 7. STANDARD  SERVICE  VS.    SMART  SERVICE   „Standard  Services“   „Smart  Services“   S1   S2   S1   S2   P   Core     P   Product   S4   S3   S4   S3  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  7  -­‐  
  8. 8. STANDARD  SERVICE  VS.    SMART  SERVICE   „Standard  Services“   •   Tradi1onal  standard  services  use   S1   S2   service  efforts  by  adding  them  to   the  product  (physical  product  or   core  service)   P   •   This  concept  refers  to  the   S4   S3   customer  needs  along  the  customer   contact  cycle  before,  during  and   aer  the  use  of  the  product.    h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  8  -­‐  
  9. 9. STANDARD  SERVICE  VS.    SMART  SERVICE   •     The  so  called  Smart  services  are   „Smart  Services“    embedded  in  the  core  product  itself     •     The  main  difference  between   S1   S2    standard  and  smart  services  is  in  the   P    potenRal  of  smart  services  to  enable   S4   S3    service  providers  to  establish  closer    Res  with  customers  by  iden1fying    customer  needs  intelligently  by  using    IT.    h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  9  -­‐  
  10. 10. SMART  SERVICE  CHARACTERISTICS     DiagnosRcs:  The  applica1on  enables  a  device  to  self-­‐op1mise   and  allows  troubleshoo1ng,  monitoring  and  repair.     Replenishment  and  commerce:  The  applica1on  monitors  the   consump1on  of  a  device  and  consumer  behaviour.     Status:  The  applica1on  reports  on  performance  and  usage  of   the  product  or  the  service.     Upgrades:  The  applica1on  op1mises  the  performance  of  a  given   device.     Profiling  and  behaviour  tracking:  This  applica1on  monitors   varia1ons  in  loca1on,  culture,  performance,  usage  and  sales  of   the  device.     LocaRon  mapping  and  logisRcs:  The  service  support  system  can   be  op1mised  with  this  applica1on.   Allmendinger  &  Lombreglia,  2005  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  10  -­‐  
  11. 11. HOLISTIC  SERVICE  OFFERINGS   Best  PracRce:  Die  Heidelberg  Druckmaschinen  AG   S1   sSn   sS1   S2   sS2   Sn   S3  Allmendinger,  Glen;  Lombreglia,  Ralph  (2005):  Four  strategies  for  the  age  of  smart  services.  In:  Harvard  Business  Review;  October  2005,  reprint  R0510j  Grafik:  ©  Heidelberg  Druckmaschinen  AG;  hZp://www.design.heidelberg.com/  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  11  -­‐  
  12. 12. AGENDA  0.  Introduc1on  to  comprehensive  service  systems  1.  What  are  IT-­‐based  services?  2.  Strategies  to  develop  complex  product-­‐service  bundles    3.  How  do  SME´s  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  4.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  5.  Summary  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  12  -­‐  
  13. 13. INCREASING  IT  USAGE  IN  SERVICES    Due  to  the  fact  that  the  modern  customer  demands  a   sophisRcated  turn  key  product-­‐service  bundle  and  in   addi1on  to  this  new  innova1ve  business  concepts  and   models  can  only  be  realised  by  using  IT  (informa1on   systems,  human  workflows  suppor1ng  specific  steps  of   the  processes)  there  is  also  a  trend  to  higher  IT  usage  in   classical  bundling  of  value-­‐added  services.  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  13  -­‐  
  14. 14. IT-­‐  BASED  SERVICES   Soware   Service   Through  IT   Integrated  hybrid   IT-­‐accompanied   IT   supported  services   Products   services   Smart  services   In  Anlehnung  an  Fähnrich  und  Van  Husen  2009  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  14  -­‐  
  15. 15. AGENDA  0.  Introduc1on  to  comprehensive  service  systems  1.  What  are  IT-­‐based  services?  2.  Strategies  to  develop  complex  product-­‐service  bundles    3.  How  do  SME´s  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  4.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  5.  Summary  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  15  -­‐  
  16. 16. SERVICE  EXTENSIONS  STRATEGIES  (1/2)  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  16  -­‐  
  17. 17. SERVICE  EXTENSIONS  STRATEGIES  (2/2)  three-­‐dimensional  Service  Development  graph   Integra1ng  IT-­‐based   services  into  the   service  umbrella   All  forms  of  smart   services  can  be   integrated  in  the   product  core  to   Adding  classical   increase  customer   (value  added)   value  and  secure   services.     rela1onships.   systema1c  strategic  service  extensions  based  on  the  three  kinds  of  service  types      h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  17  -­‐  
  18. 18. AGENDA  0.  Introduc1on  to  comprehensive  service  systems  1.  What  are  IT-­‐based  services?  2.  Strategies  to  develop  complex  product-­‐service  bundles    3.  How  do  SME´s  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  4.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  5.  Summary  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  18  -­‐  
  19. 19. SERVICE  DEVELOPMENT  IN  PRACTISE   How  many  months  pass  from  the   finding  of  an  idea  to  market   implementaRon  of  a  new  service?   more  than   12  months   0  %   6  to  12     55  %   months   3  to  6     30  %   months   less  than   15  %   In  which  form  are  Service  Development   3  months   processes  formalized?   Formalized   21%   process,  well   Formalized   documented   process,  but  not   12%   documented  form   Process   18%   marginal   Expert  Interviews,  2009   formalized   No  formalizaRon   48%   N=33   (ad  hoc)  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  19  -­‐  
  20. 20. AGENDA  0.  Introduc1on  to  comprehensive  service  systems  1.  What  are  IT-­‐based  services?  2.  Strategies  to  develop  complex  product-­‐service  bundles    3.  How  do  SME´s  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  4.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  5.  Summary  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  20  -­‐  
  21. 21. SERVICE  ENGINEERING    Service  Engineering  :   „Service  Engineering  can  be  understood  as  a  technical  discipline   concerned  with  the  systemaRc  development  and  design  of   services  using  suitable  procedures,  methods  and  tools.“   SERVICE   SERVICE  ENGINEERING   CREATION   sSn   S1   Idea-­‐ Require-­‐ Service     Im-­‐                           Comprehensive   ment   plement-­‐                     sS1   crea1on   Design   Product-­‐,  Service   and   Analysis   a1on   S2   Systems   assess-­‐ ment   sS2   Sn   S3   Bullinger  et  al.,  Service  Engineering  –  Methodical  Development  of  New  Service  Products,  Int.  J.  Produc1on  Economics  85  (2003)  275–287,  S.  2  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  21  -­‐  
  22. 22. STRATEGY  BASED  SERVICE  ENGINEERING  APPROACH  Outcome  of  a  research  project  with  pilot  studies   Pilot  tes1ng   Strategy  Audit   Idea  Genera1on   Business   Service  Concept   and  Service   and  Assessment   Case   (product  –  service   Assessment   Descrip1on   bundling)   Strategic  Analysis   Service  CreaRon   Service    Design   Service       Management   …………   …………   …………   …………   Input-­‐,  documents  und  – …………   …………   …………   …………   …………   …………   …………   …………   sources  (Marke1ng  …)   Tools  and  Methods            Toolbox   (Choice  depends  on   innova1on  culture,  habits   and  strategy)   assignments,  templates   and  checklists  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  22  -­‐  
  23. 23. REFERENCEPROCESS  SERVICE  ENGINEERING  -­‐  IBI  Entwicklung  neuer    Dienstleistungen                                                                                    Market  Research  and  Marke0ng  Issues   Strategic     Idea     Business     Service     Service-­‐ Analysis   Genera1ng   Cases   Concept   Management   •    1 Market    Ideen-­‐ Informa1on    gewinnung   All   these   stages   are   defined   Input-­‐     •    Strength-­‐ by  :   documents,   Weaknesses    Ideen-­‐ (SWOT)    auswahl   1.)     specific  inputs  (documents  and   -­‐sources,     •    Objec1ves/    results  of  the  step  before  –  e.g.   Strategies:    Ideen-­‐ -­‐ Strategic    market  research,  customer    bewertung   Search  fields    sa1sfac1on  survey  etc.)   -­‐ ………………   Idea  DescripRon  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  23  -­‐  
  24. 24. REFERENCEPROCESS  SERVICE  ENGINEERING  -­‐  IBI  Entwicklung  neuer    Dienstleistungen                                                                                    Market  Research  and  Marke0ng  Issues   Strategic     Idea     Business     Service     Service-­‐ Analysis   Genera1ng   Cases   Concept   Management   •    9  Windows   2  Ideen-­‐ Tool   2.)  a  number  or  set  of  recommended    gewinnung   635  brain   •     Ideen-­‐ methods  and  tools  (SWOT  analysis,   Tools  and   Methods    awri1ng   uswahl   customer  contact  circle,  porrolio   Customer   Toolbox   •    Contact  Circle   analysis,  9  Windows  operator,  etc.)    Ideen-­‐  bewertung   Value  Benefit   and  3.)   Analysis   a  specific  outcome  and  deliverables  (e.g.   Assessemt   search  box  for  targeted  genera1ng  of   Assignments             porrolio   Formulares  und   Checklists   ideas  –  phase  1)   ……….   Idea  descripRon   3h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  24  -­‐  
  25. 25. REFERENCEPROCESS  SERVICE  ENGINEERING  -­‐  IBI  Development  of  new  Services   Marke1ngplan,  -­‐concept                                                                                                    Market  research  and  Marke1ng  (Customer  Integra1on)   Strategic   Analysis    of   Pilot   the  offer   Genera1ng  and   Rough  Concept  with       Strategy  Audit   Detailled    Service   evalua1ng  Ideas   Business  Cases   und  Service   Concept   for  new  services   Assessment   Strategic  Analysis   Service  CreaRon   Service    Design   Service    Management   Market  Entry     ………….   ………….   ………….   ………….   Cont.  Improvement   ………….   ………….   ………….   ………….   ………….   ………….   ………….        ………….   Toolbox   Toolbox  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  25  -­‐  
  26. 26. FOR  EACH  STRATEGIC  OBJECTIVE  THE  RIGHT  SERVICE  STRATEGY   Maintenance servicesh)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  26  -­‐  
  27. 27. REFERENCEPROCESS  SERVICE  ENGINEERING  -­‐  IBI  Development  of  new  Services   Marke1ngplan,  -­‐concept                                                                                                    Market  research  and  Marke1ng  (Customer  Integra1on)   Strategic   Analysis    of   Pilot   the  offer   Genera1ng  and   Rough  Concept  with       Strategy  Audit   Detailled    Service   evalua1ng  Ideas   Business  Cases   und  Service   Concept   for  new  services   Assessment   Strategic  Analysis   Service  CreaRon   Service    Design   Service    Management   Market  Entry     ………….   ………….   ………….   ………….   Cont.  Improvement   ………….   ………….   ………….   ………….   ………….   ………….   ………….        ………….   Toolbox   Toolbox  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  27  -­‐  
  28. 28. CUSTOMER  CONTACT  CIRCLE   Information Phase: Decision- and Project Phase: Usage Phase: Awareness and Purchasing Phase Customer Service / Re- Interest Integration Purchase / Renewal …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… ……………………………      U        I   services   …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… …………………………… ……………………………      P          D   …………………………… …………………………… …………………………… ……………………………h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  28  -­‐  
  29. 29. CUSTOMER  CONTACT  CIRCLE   Information Phase: Decision- and Project Phase: Usage Phase: Awareness and Purchasing Phase Customer Service / Re- Interest Integration Purchase / Renewal •    InformaRon   stage:   to   raise   awareness:   when   a   prospec1ve   consumer   is   looking   for   solu1ons   to   sa1sfy   specific   needs.   The   poten1al   customer   is   first   exposed   to   your   service   system,   e.g.   when  exposed  to  an  ad  or  reading  a  review.  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  29  -­‐  
  30. 30. CUSTOMER  CONTACT  CIRCLE   Information Phase: Decision- and Project Phase: Usage Phase: Awareness and Purchasing Phase Customer Service / Re- Interest Integration Purchase / Renewal •   Decision  and  purchasing  stage:  Now  the  customer  is  interested   in  purchasing  your  product/service.  Examples  include  visi1ng  the   service  provider  or  trying  out  the  service.  .  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  30  -­‐  
  31. 31. CUSTOMER  CONTACT  CIRCLE   Information Phase: Decision- and Project Phase: Usage Phase: Awareness and Purchasing Phase Customer Service / Re- Interest Integration Purchase / Renewal •   Project  stage:  The  services  are  customised  in  consulta1on  with   the   customer.   The   service   provider   or   front-­‐line   employee   must   maintain   a   professional   role   and   treat   the   customer   with   respect   and  dignity..  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  31  -­‐  
  32. 32. CUSTOMER  CONTACT  CIRCLE   Information Phase: Decision- and Project Phase: Usage Phase: Awareness and Purchasing Phase Customer Service / Re- Interest Integration Purchase / Renewal •   Service/re-­‐purchase/renewal:  When  a  customer  returns  with  a   problem  or  with  the  inten1on  to  re-­‐purchase/renew.  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  32  -­‐  
  33. 33. AGENDA  0.  short  overview  on  UAS  CAMPUS  02  and  Graz  1.  Introduc1on  to  comprehensive  service  systems  2.  What  are  IT-­‐based  services  3.  Service  Integra1on  Strategies  4.  How  do  SMEs  innovate  and  improve  services  in  prac1ce  ?  –  results   of  an  empirical  study  in  Styria  (Austria)  5.  Systema1c  development  of  product-­‐service  bundles  –  Strategy   based  Service  Engineering  Approach  of  the  IBI-­‐Department  6.  Summary  and  Outlook  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  33  -­‐  
  34. 34. ADVANTAGES  OF  PRODUCT  –  SERVICE  SYSTEMS     •  A  1ghter  rela1onship  between  the  service  provider  and  the   customer  business  partner   •  The  chance  to  implement  an  automa1c  feedback  system   •  Reduc1on  of  quality  problems   •  Fulfilment  of  customer  requirements   •  Smart  services  assist  in  building  closer  customer   rela1onships   •  In  dis1nc1on  to  value-­‐added  services  following  the  core   product/service  IT-­‐based  services  and  smart  services  are   not  as  easily  matched  by  compe1tors    h)p://iwi.campus02.at   IESS  2011   Genf   4-34©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  34  -­‐  
  35. 35. CODESIGN  SERVICE  –  SOFTWARE  SYSTEM  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  35  -­‐  
  36. 36. SEQUENTIAL  VS.  PARALLEL  DEVELOPMENT    Time        Costs    Quality     Co-­‐Design   Parallel   development  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  36  -­‐  
  37. 37. THANKS  FOR  YOUR  ATTENTION!   International  Service  Research  Conference   Ernst  Kreuzer   University  of  Applied  Sciences  CAMPUS  02   Department  of  Information  Technologies     &  Business  Informatics  h)p://iwi.campus02.at   IESS  2011   Genf  ©  2011CAMPUS  02  Informa1ontechnologies  &  Business  Informa1cs   FH-­‐Prof.  MMag.  Dr.  Ernst  Kreuzer,  MSc   Seite  -­‐  37  -­‐  

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