ServitisationMade to serve #1

Bart Nieuwenhuis

Services Valley Café

• Made to Serve #1– Bart Nieuwenhuis

• Made to Serve #2– Bart Nieuwenhuis

• Canon Business Services– Willem Boijens

Servitisation: What?

• Redefinition of the “product offering”: from focus on the “hard core” to a focus on “solving the problem of the customer”

• From the manufacturing core to the augmented products

• Servitisation is more than adding traditional service elements such as transportation, installation.

Production Systemdelivering products

13 maart 2013 Maatschappelijk Ondernemen 4

Product-Service Systemdelivering capabilities

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13 maart 2013 Maatschappelijk Ondernemen 6

K lik om de tekststijl van het model te bewerkenTweede niveau

Derde niveauVierde niveau

Vijfde niveau

The augmented product (Van Dierdonck, 2010)

Hardware coreTraditional components of customer service:• installation• after-sales service• repair• payment arrangements

Service in the broad sense:solution of the customer’s problem

The opportunities for services

John Deere iGuide system (2007)

Uses GPS technology to automatically shift the steering pattern of the tractor to compensate for implement drift

Health and Usage Monitoring Systems

Use sensors on equipment to detect repair and overhaul requirements

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Mud Jeans

RAU asks Philips for ‘hours of light’

CIO Philips Jeroen Tas: “Transition of Philips into connected and real time business”

Strukton: pitch for a 20-year revitalization of the area

Public Private Partnerships for urban management and a safe public space. The city doesn’t run the school, but pays for access to education for the local children.

Threadless: The Customer is the Company• Threadless rethought the relationship with the

customer. Customer end up playing a critical role across all its operations

• Small very successful company in Chicago designing and selling T shirts

• Community of customers who may make their own design

• Members of the network submit their ideas and then voted on which ones they liked best.

• Site became a community center where they blogged, chatted about designs, and bought T shirts.

• Company realized high margins; little/no overstock

Questions?

Services Valley Networking