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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
