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Value Creation Canvas for Servitization - A service design approach to servitization

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Slides of the talk given for Danish Service Design Network February 2016

Published in: Design

Value Creation Canvas for Servitization - A service design approach to servitization

  1. 1. 08. 02. 16 A service design approach to servitization — Value Creation Canvas — Danish Service Design Network
  2. 2. 2 Value Creation Canvas for Servitization
  3. 3. 35 Design with the emerging paradigm Ecosystems Experience Social Economical Environmental Cooperative Values
  4. 4. 4 “Our product market is challenged, we want to grow revenue from services”
  5. 5. 5 “When technology and product based companies servitise their business, there isn’t one thing that you don’t have to change” — Andy Jones, Director at Xerox Global Services
  6. 6. 6 The transformation a manufacturing company undergoes to create new ways of doing business that combine products and services as parts of integrated offerings to the market Servitization
  7. 7. 77
  8. 8. 88
  9. 9. 9 - Bad reviews on customer satisfaction - Research to know customer activites and cost - Redesing of value proposition to eficiency and cost (and environmental impact) - Product redesign: e.g. sensors to monitor use - New services: e.g. drivers trainings - New business model: <15p / Km Case Studies PROTEUS’s research (public)
  10. 10. 10 Case Studies HOLON’s work STRATEGIC DESIGN
  11. 11. 11 Value Creation Canvas for Servitization HOLON’s work STRATEGIC DESIGN
  12. 12. 12 Value Creation Canvas for Servitization - Expected + Lived = Value Perceived * simplification What is promised What is delivered What is experienced
  13. 13. 13 Value Proposition - What is promised
  14. 14. 14 Value Proposition - What is promised 20 We will help you when a problem occurs with your washing machine Recovery Provision Provision of after sale services such as installation, maintenance, etc, assuring the recovery of any lost quality attributes of the washing machine. Reactive approach to jointly support the customer, usually with third party suppliers. To be alert when the customer calls with an incidence and react immediately. Company role Relationship approach Critical competence Value Proposition — What is promised
  15. 15. 15 Customer Journey - What is experienced
  16. 16. 16 Offerings - What is delivered Explicit value between the customer and the company
  17. 17. 17 Offerings - What is delivered
  18. 18. 18 Lessons learned for organisations flickr.com/black_friction
  19. 19. 19 Lessons learned - Promise and revenue structure flickr.com/black_friction
  20. 20. 20 Lessons learned - Promise and customer segment flickr.com/black_friction
  21. 21. 21 Lessons learned - Promise and offerings flickr.com/black_friction
  22. 22. 22 Lessons learned - Promise and offerings Offerings what is delivered Customer Segment:Company: v.1.0 — CC BY 2.0 Sales Office Online Sales Sales Agent Products Reuse of Product Components Certificates Trouble- shooting Spare Parts Owned by Provider Maintenance Technical Documentation Reconditioning Warranty Spare Parts On Demand Spare Part Pitstop On-Site Inspections Extended Warranty Product Manuals Digital Product Manuals Installation Consultancy Customised Products Take Back Sysem Delivery Service Technicians On-call Concept Design Cleaning Training Management of Maintenance Service Agreements State of the Art Deals Product Leasing for Repair Task Installation of Products Installation of Other Companies’ Products Installation Hand-Over Retrofit Products Installation Quality Check Commissioning Project Management Take Back System Certificates Digital Product Portfolio Condition-Based Maintenance Periodical Maintenance Spare Parts Owned by Customer Service Squad Service Partnerships Call Centre Real-time Online Support Nursing home facilities Washing machine manufacturer
  23. 23. 23 Lessons learned - Offerings and customer journey flickr.com/black_friction
  24. 24. 24 Lessons learned - Offerings Journey
  25. 25. 25 Lessons learned for service designersAncientchinesedrawing
  26. 26. 26 - Champion the value creation process, user centricity across the organisation - Relate experience to Operations, Development and Strategy - Innovate from all ends - Foster conversations Lessons learned for service designers
  27. 27. 27 32 #1MARITIME BRANCH ANALYSISA workbook in the PROTEUS series #7PSS BUSINESS MODELSA workbook in the PROTEUS series MAN Truck & Bus UK Ltd BASF Automotive Refinish Volvo Aero PSS CASE BOOKA workbook in the PROTEUS series #2 #5PSS ORGANISATIONA workbook in the PROTEUS series #6PSS PARTNERSHIPSA workbook in the PROTEUS series #3PSS READINESS MANUALA workbook in the PROTEUS series #4PSSTOOL BOOKA workbook in the PROTEUS series Reflections from the field — PROTEUS’ contextReflections from the field — PROTEUS’ context Value Creation Canvas in context
  28. 28. 28 Value Creation Canvas in context 33 Reflections from the field — BMC’ context

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