value creation canvas for servitization - a service design approach to servitization

08. 02. 16

A service design approach to servitization — Value Creation Canvas

— Danish Service Design Network

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Value Creation Canvas for Servitization

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Design with the emerging paradigm

Ecosystems

Experience

Social

Economical Environmental

Cooperative Values

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“Our product market is challenged, we want to grow revenue from services”

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“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

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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

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88

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- 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)

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Case Studies

HOLON’s work

STRATEGIC

DESIGN

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Value Creation Canvas for Servitization

HOLON’s work

STRATEGIC

DESIGN

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Value Creation Canvas for Servitization

- Expected + Lived = Value Perceived

* simplification

What is promised What is

delivered

What is experienced

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Value Proposition - What is promised

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Value Proposition - What is promised

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We will help you when a problem occurs with your

washing machineRecovery 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

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Customer Journey - What is experienced

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Offerings - What is delivered

Explicit value between the customer and the company

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Offerings - What is delivered

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Lessons learned for organisations

flickr.com/black_friction

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Lessons learned - Promise and revenue structure

flickr.com/black_friction

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Lessons learned - Promise and customer segment

flickr.com/black_friction

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Lessons learned - Promise and offerings

flickr.com/black_friction

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Lessons learned - Promise and offeringsOfferingswhat 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

CommissioningProject

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

Nursing home facilities

Washing machine manufacturer

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Lessons learned - Offerings and customer journey

flickr.com/black_friction

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Lessons learned - Offerings Journey

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Lessons learned for service designers

Ancient chinese drawing

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- 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

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#1MARITIME BRANCH ANALYSIS

A workbook in the PROTEUS series

#7PSS BUSINESS MODELS

A 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 ORGANISATION

A workbook in the PROTEUS series

#6PSS PARTNERSHIPS

A workbook in the PROTEUS series

#3PSS READINESS MANUAL

A workbook in the PROTEUS series

#4PSS TOOL BOOK

A workbook in the PROTEUS series

Reflections from the field — PROTEUS’ contextReflections from the field — PROTEUS’ context

Value Creation Canvas in context

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Value Creation Canvas in context

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Reflections from the field — BMC’ context