Servitización como estrategia para la Economía...

18.09.17

Servitización como estrategia para la Economía Circular

— IHOBE, Basque Ecodesign Meeting 2017

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Mensaje

Como atacar la servitización des de un enfoque centrado en el cliente y el proceso de creación de valor.

De la experiencia en investigación en escandinavia y en aplicación en empresas, se comparte el Servitization Canvas

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Design with the emerging paradigm

Ecosystems

Experience

Social

Economical Environmental

Cooperative Values

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Casos de estudio

Investigación PROTEUS (público)

HOLON

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Caso de estudio

- Malos resultados en cuestionarios de satisfacción - Investigación de las actividades y costes del cliente- Rediseño de la proposición de valor en eficiencia y coste económico y ambiental- Rediseño de producto- Nuevos servicios; entramiento a los conductores- Nuevo modelo de negocio; <15p / Km

Investigación PROTEUS (público)

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Estrategia

Diseño

Value Creation Canvas for Servitising Organisations

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La servitización des de la creación de valor

- Esperado + Vivido = Valor Percibido

Lo que se promete

Lo que se ofrece

Lo que se vive

simplification*

0 100

Value Creation Canvas for Servitising Organisations

Customers request

information, we meet

up and go through a

tendering process to

finally create a quotation.

we support them with

the design of the laundry

space. do the installation

and hand in security

documentation

we respond and give

remote support over

an incidence, and go to

location to fix it if

necessary

Customers recieved the

maintenance manual,

sheduled maintenance visits

happen twice a year.

Customers let us know

and we help handling the

disposal. We do special

offers for updating

machinery

a problem

occurs with your washing

machine

Customer Segment: Nursing home facilities

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

ServicePartnerships

Call Centre

Real-time Online

Support

Company: Washing machine manufacturer

Servitization Canvas

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Proposición de Valor

Proposición de Valor

Value Propositionwhat is promised

Product based Recovery Services Maximise Availability Benefit Based

0 100

You will be always able to You will getWe will help you whenWe sell you the best

Direct seller and/or manufacturer of the product

Provision of after sale services such as installation, maintenance, etc, assuring the recovery of any lost quality attributes of the washing machine.

Provision of services to maximise the availability of working and fully equipped machines

Provision of an agreed and measured benefit to the customer.

Based on sales of washing machine with little influence over the customer’s use of the washing machine.

Reactive approach to jointly support the customer, usually with third party suppliers.

Proactive approach to continually monitor the customer context in order to increase opportunities for intervention and value co-creation.

Assuming a high degree of responsibility, proactively enhance the capabilities of their customer to achieve their business goals.

To understand what are the desired technical attributes for the customer

To be alert when the customer calls with an incidence and react immediately.

To acquire information and understand how and when the customer uses the washing machine and its related activities.

To use customer data and information to be creative in supporting the customer’s business goals.

Company role

Relationship approach

Critical competence

Customer Segment: Company:

v.1.0 — CC BY 2.0

a problem

occurs with your washing

machine

Nursing home facilities

Washing machine manufacturer

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Offerings

Offeringswhat is delivered


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


Reconditioning

Warranty


Spare Part Pitstop

On-Site Inspections

Extended Warranty

Product Manuals



Customised Products

Take Back Sysem

Delivery

Service Technicians

On-call

Concept Design

Cleaning Training


Service Agreements






Installation Hand-Over

Retrofit Products

Installation Quality Check

CommissioningProject

Management

Take Back System

Certificates

Digital Product Portfolio


Periodical Maintenance

Spare Parts

Owned by Customer

Service Squad

ServicePartnerships

Call Centre

Real-time Online

Support



Offerings

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Viaje del cliente

Offerings Journeywhat is experienced


v.1.0 — CC BY 2.0



Customers request


up and go through a







documentation

we respond and give

remote support over



necessary


maintenance manual,






offers for updating

machinery


Service Agreements


Periodical Cleaning


Spare Part Pitstop

Spare Parts Owned by Company

Spare Parts

Owned by Customer

Reuse of Product

Components

Take Back Sytem

Reconditioning

Retrofit Products

Maintenance

Trouble- shooting

WarrantyExtended Warranty

On-Site Inspections

Service Technicians

On-call


Certificates



Concept Design

Products

Customised Products

Direct revenue





CommissioningDelivery


Product Manuals

Viaje del cliente

Viaje del cliente

Offerings Journeywhat is experienced


v.1.0 — CC BY 2.0

Channels Control over the customer’s

journey

+

-



Customers request


up and go through a







documentation

we respond and give

remote support over



necessary


maintenance manual,






offers for updating

machinery

Face to face

Location

Phone / Email

Third party

Web

Print

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#1MARITIME BRANCH ANALYSIS

A workbook in the PROTEUS series

#7PSS BUSINESS MODELS


MAN Truck & Bus UK Ltd BASF Automotive Refinish Volvo Aero

PSS CASE BOOKA workbook in the PROTEUS series

#2

#5PSS ORGANISATION


#6PSS PARTNERSHIPS


#3PSS READINESS MANUAL


#4PSS TOOL BOOK


Encaje con otros marcos — PROTEUS’ context

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Encaje con otros marcos — BMC’ context

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Encaje con otros marcos — B+I Strategy framework’ context

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Encaje con otros marcos — Eco-innovation Manual de UN Environment

Servitización como estrategia para la Economía...

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