Service design supports manufacturing servitization by:
1. Using user-centered techniques to better understand customers and value networks.
2. Representing service systems and customer journeys to visualize how value is co-created.
3. Creating value propositions centered on customer experiences rather than technologies.
While companies saw benefits, challenges included unfamiliar service design lexicon and difficulty accessing customer insights for B2B. Further research through implementing concepts is needed to fully study service design's impact on servitization.
Introductory lecture on service innovation originally given to master students in an innovation and entrepreneurship course. Full video lecture available at: http://multimedie.adm.ntnu.no/mediasite/Viewer/?peid=e85576dd66ee4b8ebfa56923e262d9f3
IN THIS SUMMARY
In Service Innovation, innovation strategist Lance A. Bettencourt shows marketers what they need to do to ensure that customers’ service needs are met. Based on the author’s nearly 20 years of experience helping major corporations in the insurance, financial services, information services, professional services, and other service industries innovate, the book provides concrete, practical advice on crafting strategies that will help companies develop the innovative services they need to remain or become competitive. It shows readers how they can adopt outcome-driven innovation, which focuses on what the customer wants to achieve. Although the book’s focus is on services, most of its insights and recommendations also apply to product innovation as well.
SUBSCRIBE TODAY
http://www.bizsum.com/summaries/service-innovation
Introductory lecture on service innovation originally given to master students in an innovation and entrepreneurship course. Full video lecture available at: http://multimedie.adm.ntnu.no/mediasite/Viewer/?peid=e85576dd66ee4b8ebfa56923e262d9f3
IN THIS SUMMARY
In Service Innovation, innovation strategist Lance A. Bettencourt shows marketers what they need to do to ensure that customers’ service needs are met. Based on the author’s nearly 20 years of experience helping major corporations in the insurance, financial services, information services, professional services, and other service industries innovate, the book provides concrete, practical advice on crafting strategies that will help companies develop the innovative services they need to remain or become competitive. It shows readers how they can adopt outcome-driven innovation, which focuses on what the customer wants to achieve. Although the book’s focus is on services, most of its insights and recommendations also apply to product innovation as well.
SUBSCRIBE TODAY
http://www.bizsum.com/summaries/service-innovation
Past present-future-product-services-solutionsHeiko Gebauer
The presentation inspires to think about the past, present, and future of products, services, and solutions. It shows examples of companies making a leap into the solution business. It also illustrates the status of the existing research and describes future research opportunities. It's a mix of academic insights and practical implications.
CAN MACHINE-TO-MACHINE COMMUNICATIONS BE USED TO IMPROVE CUSTOMER EXPERIENCE ...Shaun West
The purpose of this paper is to identify ways in which Machine-to-Machine (M2M) communication can be used by product-based manufacturing firms to deepen and broaden the service aspects of their customer value proposition. The expectation is that an improved customer value proposition leads to improved customer experience, and through this to improved customer retention.
Immigration attorney Christopher Stender received his JD degree from Syracuse University School of Law in New York before becoming a partner attorney at a southern California law firm. Concentrating his law practice in immigration and deportation matters, Christopher Stender is fluent in Spanish and German. He studied abroad in Wuerzburg, Germany while earning his undergraduate degree from the University of Buffalo.
Attorney Christopher Stender has practiced law for more than two decades. His work focuses primarily on immigration law. As such, Christopher Stender maintains membership with related organizations, including the State Bar of Arizona Immigration Section and American Immigration Lawyers Association.
Christopher Stender is an immigration attorney who is fluent in both Spanish and German. With more than a decade of experience practicing immigration law, he has successfully argued numerous cases on behalf of clients facing deportation before the Board of Immigration Appeals and the 9th Circuit Court of Appeals. In his spare time, Christopher Stender has donated his time or financial support to several charities including Homeless Outreach, Cesar Chavez School Mission, and the Florence Immigrant & Refugee Rights Project (FIRRP).
Leadership is a contingent; contextual; and political henomenon. It involves, inter alia, working with power, culture, mental models, various interests.
Leadership And Cooperation In Academia. Reflecting on the Roles and Responsib...Orkestra
Leadership and Cooperation in Academia focuses on the place and the role of universities in different societies, including their influence on the socio-economic development of those societies.
Across the world academic institutions are being questioned by their stakeholders and pressured to change. Answering these questions requires that academics and professional managers in universities think about their work, its value and organisation. The book highlights the need for space and stimulus to reflect on the responsibilities, roles and expectations that they identify for themselves, and that others place upon them – then, they might be better able to understand and to act. Similarly, policymakers and higher education commentators need the space and stimulus to reflect on the role of universities. This book will provide this space and an invaluable contribution to the stimulus.
This innovative volume will be enriching to academics and professional managers who are interested in leading, managing and contributing in an academic environment. Policymakers and higher education commentators concerned with the development and impacts of universities will also find plenty of insightful information in this timely study.
Past present-future-product-services-solutionsHeiko Gebauer
The presentation inspires to think about the past, present, and future of products, services, and solutions. It shows examples of companies making a leap into the solution business. It also illustrates the status of the existing research and describes future research opportunities. It's a mix of academic insights and practical implications.
CAN MACHINE-TO-MACHINE COMMUNICATIONS BE USED TO IMPROVE CUSTOMER EXPERIENCE ...Shaun West
The purpose of this paper is to identify ways in which Machine-to-Machine (M2M) communication can be used by product-based manufacturing firms to deepen and broaden the service aspects of their customer value proposition. The expectation is that an improved customer value proposition leads to improved customer experience, and through this to improved customer retention.
Immigration attorney Christopher Stender received his JD degree from Syracuse University School of Law in New York before becoming a partner attorney at a southern California law firm. Concentrating his law practice in immigration and deportation matters, Christopher Stender is fluent in Spanish and German. He studied abroad in Wuerzburg, Germany while earning his undergraduate degree from the University of Buffalo.
Attorney Christopher Stender has practiced law for more than two decades. His work focuses primarily on immigration law. As such, Christopher Stender maintains membership with related organizations, including the State Bar of Arizona Immigration Section and American Immigration Lawyers Association.
Christopher Stender is an immigration attorney who is fluent in both Spanish and German. With more than a decade of experience practicing immigration law, he has successfully argued numerous cases on behalf of clients facing deportation before the Board of Immigration Appeals and the 9th Circuit Court of Appeals. In his spare time, Christopher Stender has donated his time or financial support to several charities including Homeless Outreach, Cesar Chavez School Mission, and the Florence Immigrant & Refugee Rights Project (FIRRP).
Leadership is a contingent; contextual; and political henomenon. It involves, inter alia, working with power, culture, mental models, various interests.
Leadership And Cooperation In Academia. Reflecting on the Roles and Responsib...Orkestra
Leadership and Cooperation in Academia focuses on the place and the role of universities in different societies, including their influence on the socio-economic development of those societies.
Across the world academic institutions are being questioned by their stakeholders and pressured to change. Answering these questions requires that academics and professional managers in universities think about their work, its value and organisation. The book highlights the need for space and stimulus to reflect on the responsibilities, roles and expectations that they identify for themselves, and that others place upon them – then, they might be better able to understand and to act. Similarly, policymakers and higher education commentators need the space and stimulus to reflect on the role of universities. This book will provide this space and an invaluable contribution to the stimulus.
This innovative volume will be enriching to academics and professional managers who are interested in leading, managing and contributing in an academic environment. Policymakers and higher education commentators concerned with the development and impacts of universities will also find plenty of insightful information in this timely study.
Christopher Stender has been working in immigration law as an attorney since 1990, and is on the list of pro bono lawyers at the United States Department of Justice. One of Christopher Stender’s cases as an immigration attorney involved Lawrence Eneh, a native of Nigeria.
Presentation by researchers Henar Alcalde and M. Davide Parrilli at the European Academy of Management Annual Conference, Valencia (Spain) 4-7 June 2014
Christopher Stender is an immigration attorney with more than two decades of experience practicing immigration law. In conjunction with his everyday immigration law practice, Christopher Stender is also an active member of the American Immigration Lawyers Association.
Fluent in German and Spanish, immigration attorney Christopher Stender currently handles a variety of immigration cases at his law firm, Stender and Associates, PC, in San Diego, California. To stay at the forefront of his field, immigration attorney Christopher Stender remains updated on immigration developments and legislation in California.
A quick overview of service design by Nick Marsh of Engine service design. What is service design? Why is it? Where's it going next?
Delivered at HyperIsland, Stockholm, September 2007
DC10 Walter Ganz - keynote - The challenge of testing innovative servicesJaak Vlasveld
Walter Ganz from the Fraunhofer Institute for Industrial Engineering is presenting at the DC10 Service Innovation Congress, organized by Exser and partners. See http://www.exser.nl/jaarcongres/ for more information.
Designing a Digital Service Concept for a Professional Business ServiceSofia Nyyssönen
Professional and knowledge-intensive service organizations are concepts that are sometimes used interchangeably. Both concepts refer to expert services that rely on a substantial body of complex knowledge, which is often seen to be characteristics of highly skilled employees. The project investigates the potential of service design to design a digital service concept for professional services that retains knowledge and applies insights that could noticeably improve the effectiveness of or-ganizations. The focus is on the customer’s value creating processes, where value emerges for customers and is perceived by them. Service design is a process that implies work on projects to integrate new service systems into organisations.
Service Design and Innovation. An introduction.
on January 22nd 2020
by Dr. Daniela Sangiorgi and Dr. Lia Patricio
https://www.linkedin.com/in/daniela-sangiorgi-6749aa1b/
https://www.linkedin.com/in/lia-patr%C3%ADcio-bb0761/
What are you building? A digital product, you think? Think again! Almost certainly you are building a service, not a product – although your product managers, product owners and maybe even digital product designers make you believe the opposite.
This 90 min workshop showed you why to consider your offer as a service. It introduced to a service mindset, characteristics of services as well as useful service design tools. The workshop consisted of short inputs and related hands-on sessions. The are the slides of the workshop’s input.
SD101: An Introduction to Innovation Through DesignHuddle Innovation
Traditional approaches to innovation are largely a product of a manufacturing mindset - a hangover from our industrial past.
Today, most developed economies are dominated by the service sector, with services accounting for 70%-80% of GDP. This has lead to the emergence of what Pine and Gilmour (1998) have dubbed the ‘experience economy’. Service design offers organizations a toolset for creating better service experiences through holistic, cross-departmental co-creation.
Marja Toivonen from Aalto University is presenting at the First National Annual Services Innovation Conference, November 2, 2010, organized by Exser and partners. See http://www.exser.nl/jaarcongres/ for more information.
The UX Design Process consists of five key phases: Product Definition, Research, Analysis, Design, and Testing.
For more details, visit : https://mitidinnovation.com/recreation/ux-design-process/
How can we enable human-centered service innovation? A service design perspective (Story 1)
Cecilia Lee
https://www.linkedin.com/in/cecilialeegeneva/
Utpal Mangla
https://www.linkedin.com/in/utpal-mangla-b748541/
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
El 24 de noviembre se celebró en el Kursaal la conferencia del Informe de Competitividad de 2021. A continuación se muestra la presentación utilizada durante el evento.
PLAYING THE LONG GAME: Experimenting Smart Specialisation in the Basque CountryOrkestra
Power Point presentation related to the main conclusions of the publication PLAYING THE LONG GAME: Experimenting Smart Specialisation in the Basque Country written by Edurne Magro, James Wilson, Mari Jose Aranguren, Mikel Navarro and Kevin Morgan. The work analyses the implementation of the Smart Specialisation Strategy RIS3 in The Basque Country. It focuses on the changes that had taken place since 2016 in (i) the actors involved, (ii) the activities underlying the strategy & (iii) the evaluation mechanisms.
Agustín Zubillaga, coordinador del lab de Economía Digital, habla sobre la transición digital partiendo de los aprendizajes y las reflexiones compartidas sobre las tendencias en digitalización. La tribuna parte de los principales resultados del Informe Economía y Sociedad Digitales en el País Vasco realizado por Orkestra partiendo del Índice Europeo en Digitalización (DESI). Fue publicado en la edición País Vasco de elEconomista.
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Las firmas guipuzcoanas y alavesas presentan menor riesgo de crédito que las vizcainas debido a su mayor economía y capacidad financiera publica Deia el 16 de febrero de 2020. Se trata de los resultados del último proyecto sobre financiación empresarial de Orkestra realizado en colaboración con el Instituto Vasco de Finanzas.
En Álava la empresa industrial vasca goza de una buena salud financieraOrkestra
Las firmas alavesas y guipuzcoanas presentan un menor riesgo de crédito que las vizcaínas debido a su mayor autonomía y capacidad financiera. Noticia publicada en Noticias de Álava el 16 de febrero dentro del proyecto sobre financiación empresarial promovido por Orkestra con la colaboración del Instituto Vasco de Finanzas.
Las empresas industriales vascas gozan de una buena salud financiera y tienen...Orkestra
Las firmas guipuzcoanas y alavesas presentan un menor riesgo de crédito que las vizcaínas debido a su mayor autonomía y capacidad financiera. Artículo publicado en Noticias de Gipuzkoa el 16 de febrero y que hace referencia a la última publicación del proyecto sobre financiación empresarial que se realiza con la financiación del Instituto Vasco de Finanzas.
Asko hitzegiten da trantsizio energetikoari buruz. Aldaketa klimatikoak norabide berri bat eskatzen du energia sare, iturri eta kontsumoari dagokionez. Nola egin aurre honi, nola ekidin pobrezia energetikoan bizi direnak are pobreago izatea. Macarena Larrea, orkestrako energia arloko aditua da, Berriako erreportai honetan trantsizioan pobrezia energetikoari dagokionez kontutan hartu beharrekoen inguruan hitzegiten du.
Colaboración y resiliencia ante el nuevo contexto competitivoOrkestra
Susana Franco, investigadora de Orkestra, aborda el DAFO de la competitividad partiendo del Informe de Competitividad del País Vasco 2019. En el artículo de opinión escrito para la Guía de Innovación de Estrategia Empresarial e Innobasque, señala aquellos aspectos a trabajar desde el punto de vista de resiliencia y colaboración a fin de poder hacer frente a los retos futuros.
Mari Jose Aranguren aboga por más cooperación que nunca en su artículo de opinión publicado en El Correo el 31 de diciembre de 2019. Aquí señala cuál es el contexto socioeconómico vasco actual y cómo nos tenemos que preparar ante los retos futuros en materia de envejecimiento, digitalización y transición energética entre otros aspectos.
Las pymes desaprovechan el comercio electrónicoOrkestra
Cinco Días cubre en un extenso reportaje las principales conclusiones del informe sobre el estado de la digitalización en Euskadi, "Economía y sociedad digitales en el País Vasco" (DESI 2018)
Euskadi ya tiene 16.000 empresas exportadoras, el doble que hace 10 añosOrkestra
El ‘Informe de Competitividad del País Vasco 2018’, elaborado por Orkestra –Instituto Vasco de Competitividad– destaca, como un rasgo notable, que a pesar de la recuperación de la demanda interna española a partir de 2017 "las empresas vascas no se hayan concentrado en el mercado español y hayan mostrado un comportamiento exportador tan positivo". El colectivo exportador vasco supone más del 22% de las empresas con asalariados y concentra alrededor de un 9% de las exportaciones totales españolas.
La mitad de los vascos que trabajan ahora estarán jubilados en 2030Orkestra
¿Cómo hacer frente a ese envejecimiento de la población y a la falta de relevo generacional?El Informe de Competitividad del País Vasco 2019 recoge los claroscuros del envejecimiento de la población dese el punto de vista de la necesidad creciente de atracción del talento a las oportunidades que ofrecerá la economía plateada. Diario Vasco lo recoge en este amplio reportaje.
Accede a la presentación del Informe de Competitividad del País Vasco 2019. Allí encontrarás los principales puntos tratados a lo largo de la Conferencia de Competitividad en lo que respecta al Diagnóstico y al cuaderno de competencias. Ikus ezazu Lehiakortasunerako txostenari buruz egindako aurkezpena. Bertan aurkituko dituzu zeintzuk diren gure erronkak.
Redes inteligentes para la transición energética. Iván Martén, presidente de ...Orkestra
Las redes inteligentes son una fuente de oportunidad desde el punto de vista de la competitividad del País Vasco. Su desarrollo no supondrá sólo la mejora de la eficiencia en términos económicos, sino que también desde el punto de vista del bienestar, las redes inteligentes contribuirán a disminuir los efectos medioambientales y a que el consumidor tome un papel activo a la hora de gestionar su energía. Orkestra, Tecnalia y el Ente Vasco de la Energía (EVE) celebran el 2 y 3 de octubre las jornadas JIEEC sobre redes inteligentes/smartgrids. Este es el discurso de apertura de Iván Martén, presidente de Orkestra.
Las empresas de Gipuzkoa son las que mayor rentabilidad tienen de la CAVOrkestra
Las empresas de Gipuzkoa se muestran más rentables en comparación con otros territorios como Bizkaia o Álava. Se trata de uno de los principales resultados del Observatorio Económico Financiero de la Empresa Vasca que Orkestra realiza, en colaboración con el Instituto Vasco de Finanzas. Las conclusiones y recomendaciones sobre este trabajo se recogen en este artículo de Noticias de Gipuzkoa publicado el 14 de julio de 2019.
La rentabilidad de las empresas alavesas coincide con la media de las firmas ...Orkestra
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eBrand Promotion Full Service Digital Agency Company ProfileChimaOrjiOkpi
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Welcome to the presentation on Sustainable Solutions for Chemical Waste Disposal by Summerland Environmental. We will explore innovative methods and technologies for eco-friendly waste management.
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Bridging the Language Gap The Power of Simultaneous Interpretation in RwandaKasuku Translation Ltd
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Optimize your online presence as an interior designer in Delhi with tailored SEO strategies. Elevate visibility on search engines, ensuring your design prowess reaches the right audience. Craft engaging content that resonates with local clientele, incorporating relevant keywords and metadata. Harness the power of local SEO techniques to dominate search results, driving organic traffic and inquiries. Stay ahead in Delhi's competitive market by fine-tuning your digital footprint with effective SEO practices.
Office Business Furnishings | Office EquipmentOFWD
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Regarding security, implementing robust security measures such as secure payment gateways, two-factor authentication, and fraud detection software that utilizes machine learning systems is crucial.
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1. HOW SERVICE DESIGN SUPPORTS
MANUFACTURING SERVITIZATION
Ion Iriarte, Daniel Justel, Ester Val, Itsaso Gonzalez
Mondragon Unibertsitatea
Mondragon Goi Eskola Politeknikoa
Diseinu Berrikuntza Zentroa
3rd International Business Servitization Conference - Bilbao
3. Index:
- Some words about servitization
- Service Design approach
- Potential benefits of Service Design for a manufacturer
- Practical cases
- Discussion and further research
4. i.e.: industrial services in the european machine tool industry:
Servitization is an ongoing transformation in several
manufacturing sectors
99%
94%
93%
80%
78%
64%
61%
49%
33%
17%
30%
0% 20% 40% 60% 80% 100%
At least one industrial service offered
Type of services offered:
Repairs and maintenance on request
Installation and commissioning
Retrofit/modernization
Remote maintenance
Reconfiguration/reconstruction
Process optimization for client
Comprehensive service contracts
Condition Monitoring
Rental of machine tools
Other services
Share of user companies
Types of services offer ed:
Source: DEMAT (2013)
5. Adding or integrating services to products: benefits
Adapted from Kujala et al. (2013)
1. Strategic benefits
Differentiation and creation of entry barriers for competitors.
2. Financial benefits
Stabilization and increasing of revenues.
3. Marketing and Sales benefits
Increasing of the familiarity, credibility and trust with the custumer.
4. Learning and Innovation benefits
Access to useful information about the client.
5. Implementation Efficiency benefits
Improving delivery efficiency through information exchange and cooperation.
6. Adding or integrating services to products: challenges
1. Customer relationships: value proposition
What are we offering?
2. Pricing and financial flows uncertainties
Why/How are our customers paying us?
Which are our revenue channels?
3. Organisational and cultural shifts
Who are we? What are we doing?
How are we delivering value?
4. Changes on design, development and delivery processes.
How do we do?
7. The servitization phenomenon has been studied by
several knowledge communities
(Services marketing, Service management, Service operations, Operations management,
Product-service systems, Service science, etc.)
The design community has developed a new discipline: “Service Design”.
Service Design has influenced rapidly the way that services are conceived in
some service sectors (healthcare, financial services, assurances or
telecommunication, etc.)
Service Design has been proposed as a potential method to support product
oriented companies towards service logic positions.
However, there are still few cases where Service Design has been implemented
and subsequently analyzed for supporting manufacturers to servitize.
8. What is Service Design?
In a few words:
Service Design is the application of design
principles, processes, tools and techniques to the
design of services.
9. Service Design Principles:
1. User centered:
User experience is at the center of the service proposition.
2. Co-creative
All the stakeholders of the value network should be involved in the design of the service.
3. Sequencing
Services are dynamic processes that take place over a certain period of time, so service’s
aaaarhythms and cadences must be planned.
4. Evidencing
Service actions are evidenced by several “Touchpoints”(artifacts, physical spaces, digital
aaaainterfaces, people, etc.).
5. Holistic
aaaaCustomers perceive service environment with all their senses as a whole; so, services
aaaashould be designed showing the wider context in which their processes take place.
Stickdorn & Schneider (2010)
10. Can this principles support manufacturing servitization?
Service Thinking could be understood as a framework for
innovation that has its roots in a new way of thinking
about value (Service Dominant Logic), that affects the way
products and services are conceived (Service Design).
Service designers could facilitate manufacturers to a new
understanding of value, activating company transformation
towards more servitized logics.
Sangiorgi et al. (2012)
11. Potential benefits of Service Design for a manufacturer
Potential benefits of Service Design for a manufacturer
Benefit 1
Service Design’s user centered techniques allow a better comprehension of customers and
other actors involved in the value network.
Benefit 2
The use of service system representation techniques helps to understand how the value
network and the service process work, and the experiences that each actor lives during the
service provision.
Benefit 3
Service Design's holistic perspective helps to create and visualize value propositions that are
not centered in technological artefacts but in customer experiences. This helps to ideate
interconnected and combined product-service solutions, including intangible actions and
tangible elements.
Benefit 4
Service Design can facilitate the cultural change towards service logic positions, via
communication, co-creation and motivation techniques.
Benefit 5
Service Design makes tangible the service offering. This evidences the service value to the
customer (external) and helps the organization to understand how value is co-created
(internal).
Benefit 6
The use of service prototypes enhances the ability to foresee future situations preventing
failures in service’s delivery.
12. Show the innovation potential of
Service Thinking to manufactu-
rers (Make me care and Show me
something new).
Make industrial companies ex-
periment with Service Design
(Tell me what’s missing and Show me
opportunities).
Implement Service Design (Make
it tangible). Integrate it in the
company supported by mana-
gement and Service Design
experts.
3. IMPLEMENT
SERVICE DESIGN
SERVICE DESIGN
MANUFACTURING
COMPANY
1. SHOW THE POTENTIAL
OF SERVICE THINKING
2. EXPERIMENT WITH
SERVICE DESIGN
Introducing Service Design in manufacturing companies
Adapted from Beckman & Barry (2007)
13. Business-University collaboration frameworks: REAL LIVE
LEARNING LABS
“multidisciplinary teams of students, under mentorship of
professionals from universities and industry work on Real Life
assignments from the business sector”
Benefits to both industry and education:
- Students are integrated within a professional environment, learning and
teaching are combined with practical work experience and exposure to
the needs of industry.
- Enterprises seed ground for new ideas, experimenting with innovative
approaches with a limited expenditure of resources.
14. SHOW ME SOMETHING NEW
25 Master students showed new service concepts, along with the process
and tools used to 40 companies innovation heads & staff.
Make me care and Show me
something new
MANUFACTURING
COMPANY
SHOW THE POTENTIAL
OF SERVICE THINKING
BACBusiness
Acceleration
Center de
MONDRAGON
DESIGNERS
RESEARCH
TEAM
Actions to generate curiosity, create
interest and show the potential
through examples of the application of
Service Design methods and tools
17. A simplified design process was used for the REAL LIVE
LEARNING LABS:
Exploration Ideation Development
Design Brief Service concept Detailed
Service concept
Adapted from DBZ (2014)
18. Specific Design tools were selected for each design
stage: Exploration
Phase Service Design Tools What for?
Explore System Maps
Actors Maps
Experience Maps
Business Model Canvas
Case studies
Trendwatching
Mood boards
Interviews (user, experts and
contextual interviews)
Cultural surveys
Personas
Empathy Maps
Design Scenarios
Design requisites
Internal analysis
Analysis of the current products and services offered by
the company. Customer relationships, involved actors,
internal competences and capabilities, company’s
values, etc.
External analysis
Market analysis, global and sectorial trends, similar
services, successful market cases, etc.
User analysis
Understanding of the realities and the motivations of
all the actors involved in the value eco-system, focusing
in each actor’s service experiences.
Service vision and Design Brief
Customer Insights, Service Scenarios, Service
specifications.
19. Phase Service Design Tools What for?
Ideation Brainstorming
Co-creation techniques
Focus Group
Role Playing
Sketching
Storyboarding
Actos Maps
Customer Journey Maps
Blueprints
Motivation Matrix
Desktop Walkthrough
Rapid Prototypes
Service concept generation
Idea generation via co-creation sessions.
Representation of service concepts
Identification of the involved actors, its relationships
and representation of their service experiences in
narratives. Service sequential visualizations.
Definition of customer experience
Customer interaction definition, service evidences,
touchpoints’ preliminary prototypes.
Preliminary tests
Specific Design tools were selected for each design
stage: Ideation
20. Specific Design tools were selected for each design
stage: Development
Phase Service Design Tools What for?
Development Actors Maps
System Maps
Business Model Canvas
Customer Journey Maps
Blueprints
Prototyping
Service staging
Validation interviews (user,
experts, contextual interviews)
Design of the new offer before, during and after the
service experience
Detailed design of the customer interaction.
Business Model definition & Back-stage planning
Detailed definition of the internal actions and
infrastructure needed for the service provision.
Service evidence’s Design
Detailed design and development of the service
touchpoints. Including physical products’ design, digital
interfaces and other service evidences.
Prototyping and testing
Validation of the service and its evidences with
potential users and other stakeholders.
Implementation plan definition
Partnership building, feasibility testing, cost analysis,
etc.
21. Some preliminary findings:
Although, the inputs are in a conceptual level, and the application has been
carried out in business-academic frameworks:
Companies saw a well-structured method to create combined product-
service solutions centered on their customers’ needs (Benefit 1).
Service solutions were not focused on technological artefacts but on customer
experiences (Benefit 3). This helps to visualize more holistic market
opportunities that go beyond technological innovation.
Principles and concepts like “touchpoints” and “service moments” as well as
visualization techniques (narratives, systems maps and customer journeys),
supported by co-creation techniques, help manufacturers to visualize how the
new value is delivered; they “make the service tangible” (Benefit 2 and Benefit
4). This helps to change the employees’ value perspective (Benefit 5).
22. Some difficulties emerge (1):
1. Misunderstandings due to the unfamiliarity of the manufacturers with the
lexicon used by the designers.
Service Design talks about value co-creation, customer journeys, user centered
design, and narratives, while manufacturers talk about technology, quality,
operations, standardization, and artifacts.
Until the first visual narratives and system’s maps where shared, the process
was perceived as a confused and a fuzzy process.
23. 2. In the case of B2B companies, it was difficult to “see the service through the
customer eyes” because it was not possible to implement some user
research tools (Benefit 1) because of the difficulty on accessing to some users
inside customer’s organization.
This make more difficult to identify relevant customer Insights and have a
proper understanding of customer’s needs.
Some difficulties emerge (2):
24. Further research is needed:
The results, even if they are encouraging, they are just “service concepts”.
In order to study the impact of Service Design, the validation and the
implementation of these concepts are compulsory. This will also allow
analyzing which is the impact of service prototyping in servitization processes
(Benefit 6).
Further research is needed; more practical cases must be implemented and
analyzed in different industrial sectors in order to evaluate completely the
potential contribution of Service Design in manufacturing servitization.