Co-creating product-service system value through ecosystem engagement

transcript

Co-creatingProduct-ServiceSystemvaluethroughecosystemengagement6th InternationalConferenceonBusinessServitization,Barcelona16-17October2017

ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski

6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski

IntroductionTheproblemandthepurpose

… todescribeafivestepmodelthatfocusesonvalueco-creation

Despitesmarttechnologiesplayingafundamentalroletoenablethecreationofvalue,theengagementofalltheecosystemactorsrepresentsacriticalissuetotransformdataintoinformationandknowledge

… toidentifyhowdigitaltechnologiescreateengagement

Purpose

…howdofirmsunderstandthecomplexitiesofhowtointegratesmarttechnologiesintotheirexistingserviceofferings?

Problem

IntroductionSowhatisdifferenttoday?

Remoteteamworkingstill requirestechnology,personaltrustandacommonaim

Todaywehavemore…… technology… moredata… increasedexpectations

But…… machinescontinuetobreak… westillneedremotesupport

IntroductionTheproblemandthepurpose

Whereisvaluecreatedinacomplexdigitallyenabledproductservicesystems?

https://www.youtube.com/watch?v=N7tb5R1PGNw&

MethodologyAfivestepprocesswasdefinedtogaintheinsights

Literaturereview

definitionoftheoreticalkeyconstructs

Reviewofindustrialuse

casesactors,job-to-be-done,CVP

Surveywithdifferentactorsintheecosystem

Interviewsdetailedinsights

Processdesignaprocesstoimproveco-creationandengagement

Thesurveyandtheinterviewswereundertakentogainrealinsightsintothetopic

37+ 8 32 15

ResultsandinitialanalysisLiteraturereviewidentifiedhowthatvaluecanbecreated

”Valueinproductservicesystemdeliveryiscontinuouslycreatedthroughasimultaneousinteractionofdifferentactors,

whoactasresourceintegratorswithintheirownnetworks,formingecosystemsofserviceofferingsandexchanges”

Valuecreationinservitizationisbasedonvalueinuseandco-creation

ResultsandinitialanalysisUsecases– themesforvaluepropositions

Valuewithnotfullydeliveredinthecontextofthisstudy

- maintenance– maintenancecostout,movestorisk-basedmaintenance

- advancedservices– underpinnedbymonitoring,wecouldde-riskourservicecontracts

- operations– operationaltechnicaldatahelpsincreasethespeedoftroubleshooting;valuecomesfromaholisticview;weusethecombineddataforourbusinessreportingandoptimisation

ResultsandinitialanalysisSurveyandinterviewsshowthatcollaborationisimportant

Weneedtohaveacommonunderstandingofoutcomesisrequired– ’needfinding’isnotsufficient

Customerrelationships- The‘customer’maynotbeabletodescribeclearlywhattheyneed,yetmanyareabletodescribetheoutcomestheyaretryingtoachieve

Underlyingconsiderations- Theremustbetransparencyinthedatacollectionandasacompanysays,a‘singlepointoftruth’,thismeansthateverypartyintheecosystemshouldusethesamedatasource

ResultsandinitialanalysisSurveyandinterviewsshowingthattrustisneedtodelivertheoutcomes

Weneedtobetterunderstandhowothersusethedataandlearntousetheinformationtogether

Customerrelationships- Clearcustomer/usesegmentationmustbeundertakenbasedonpositioninsupplychain/ecosystemandtheoutcomestheyareseeking

Underlyingconsiderations- Thedatacollectedmustbeusedopenlyforroot-cause-analysisratherthandefensivelytoprotectwarrantypositions,thisrequirestrustbetweentheplayersintheecosystem

http://aeroengland.photodeck.com/media/d038decb-b592-4a45-accc-8ecc317a2612-aerial-photograph-of-staythorpe-power-station-newark-nottingha

ResultsandinitialanalysisSurveyandinterviews confirmingthatthataremany’customers’

All’customers’consumethedatainsomeform,weneedtounderstandhowithelpsthem

Customerrelationships- Eachcustomerpersonamusthaveaclearvalueproposition,itisnolongsufficienttohaveonevaluepropositionfor‘customers’.

Underlyingconsiderations- Thereareinternalconsumersofthedatacollectedandthiscansupportnewproductandservicedevelopment,sothedata(technicalandoperational)mustflowdowntothem.

ResultsandinitialanalysisSurveyandinterviewsconfirmingthatactorswantmorepersonalengagement

Weneedtofindwaystoincrease(nodecrease)engagementinthenewdigitalworld

Customerrelationships- Lossofpersonalinteractionscanleadtoaperceptionofalowerlevelofvalueascustomerstaketheserviceasthenewnorm.

Underlyingconsiderations- Engagementbetweenindividualssupported/facilitatedwithdigitaltechnologies

DiscussionThefivestepmodeldevelopedfromtheanalysis

Integratingdigitaltechnologies,people andprocesses isnot easy

Wheredoyousitinthe

ecosystemandwhobringswhatvalue?

Doyouunderstand

yourcustomer'sgainsandpains?

Doyouunderstandthecustomer's

outcomesandtheir

influencers?

Canyouclearlydescribethe

customervalueproposition?

Canyoudescribe

clearlywherethecustomer’svalueaccrues?

DiscussionEversyshavecreatedaproductservicesystemthathasecosystemengagement

Ecosystem👍 Actorspains/gains👍 Customeroutcomes👍 Valueproposition👍 Valueaccruing👍

eversys.comandfrankandhonest.ie

ConclusionsTheinitialstudyhasprovidedsomevaluableinsights

… industrialinsightswereingeneralagreementwiththeliterature

… thedegreeofcustomerengagementmustincrease

… dataitselfhaslimitedvalueandaccessshouldbemoreopen

Theprototypemodelprovidessomeguidancefordesigningnewdigitalsolutionswithincreasedlevelsofengagementbetweenactorsintheecosystem

… strongerrelationshipsdevelopfromworkingcollaboratively

RecommendationsThiswasonlyaninitialinvestigationintothistopicmoreworkisneeded

… aninvestigationinhowactorsareengaged duringvaluecreation

… aninvestigationoftherolesthedifferent‘customers’fulfill

… anevaluationofhowandwhenengagementstakeplace

Amodelthatdescribeshowtomakeanddefinesmartservicesinthecontextofproductservicesystemsshouldbedefinedtohelpfirmstodesignnewsolutions

… additionalusecasestounderstandtheprototype’sapplicability

Thanksforyourtime!slideshare.net/ShaunWest