Post on 15-Jan-2017
transcript
Service Innovation | Dr Shaun West
Remote: 4.0! Und Service? It all starts with the right value propositionSwissmem, F&E-‐Konferenz zur Industrie 4.0
19 January 2016
Dr Shaun West
Service Innovation | Dr Shaun West
Remote services – what is the problem?”Big data” can create big problems
How many people have the skills to analyze the data?-‐ Few people have the skills-‐ Most traditional firms cannot get past Excel
The equipment owner owns the data-‐ There is limited value in the data-‐ Data must be shared within the supply chain-‐ Data must be transparent
Equipment owners consider the data commercial-‐ The value is in the data analysis-‐ Benchmarking creates value in the ecosystem
Service Innovation | Dr Shaun West
Remote services – what is the problem? Easy to confuse data with information
Data overload-‐ There is limited value in data-‐ Real value come from effective action-‐ To make action requires information (and more)
Creating effective action needs-‐ A mix of commercial and technical dashboards-‐ Automated reports sent to appropriate people-‐ Reports for the customers pains/gains and goals-‐ Language appropriate to the customer
Service Innovation | Dr Shaun West
Find your customerDo know who your customer is?
Where are we in the ecosystem?-‐ Imagine we are a train component OEM company…
ProductionBogies
SuspenionOwner
Operator
MaintainerLighting
Regulator
Insurers
Investors
System operator
Spares
”… we thought we understood our value chain, on reflection we did not..."
Development
System integrator
Service Innovation | Dr Shaun West
Empathize Do you understand your customers gains and pains?
Empathy mapping can help understanding-‐ Key customers and stakeholders-‐ Often more than one map per customer group
Check list-‐ Where are your customer’s inconstancies?-‐ Have you identified their main pains and gains?-‐ Can you quantify their pains and gains? (Hard)
”… our customer’s revenue was based on number of passengers and they were hard to count…"
Service Innovation | Dr Shaun West
Understand outcomesDo you know what levers can you pull?
Direct levers-‐ Condition/risk based maintenance-‐ Proactive maintenance notifications
Indirect levers-‐ Identify training for O&M staff-‐ Changes to equipment configuration-‐ Additional spares
Related levers-‐ Root cause is elsewhere in the ecosystem
”… analysis showed that our customer’s breaking problem was due to leaves…”
Service Innovation | Dr Shaun West
Identify the jobs-‐to-‐be-‐doneDo you know the customer side of the customer value proposition?
A check list for customer jobs-‐ What jobs are you being asked to perform?-‐ How do you fit into their processes?-‐ Do you know why you are being asked to do these jobs?
-‐ Are there jobs that you could do better than the customer?
-‐ Are there jobs others in your ecosystem could better perform?
-‐ Are there jobs the customer could better perform?
”…our customer was better at performing some tasks than we were, so we learnt to worked with them..."
Service Innovation | Dr Shaun West
CommunicateDo you know how to describe the value that accrues?
We must understand where outcomes accrue-‐ Top line – means more sales for our customer-‐ Bottom-‐line – means cost savings-‐ Compliance and risk management – increases sustainability
Each customer and market is different so flexibility is required-‐ Companies change strategy-‐ Market conditions change-‐ New technologies make new things possible
More potential revenues (improved availability, asset utilization…)
Improved safety, reduced emissions…
Cost savings (improved fuel efficiency, reduce time…)
”…we assumed everyone with the same equipment had the same needs. This is not the case!"
Service Innovation | Dr Shaun West
ClosingPrototype process to combine Industry 4.0 with remote services
Find where you sit in the ecosystem and who brings what value
Understand your
customer's gains and pains?
Understand the customer's outcomes and
their influencers?
Create the customer value proposition
Describe clearly where the customer’s value accrues?
The technology exists today (or tomorrow…)Much of the customer value comes from intangibles!
Remember: look with the eyes of the “customer” rather than as a manufacturer