Title: A design approach to service transformation in small firms
Authors : Meierhofer, Jürg
Proceedings: Internationalisation through servitization : proceedings of the Spring Servitization Conference 2017
Pages : 69
Pages to: 75
Conference details: Spring Servitization Conference, Internationalisation through servitization, Lucerne, 15-17 May 2017
Publisher / Ed. Institution : Aston Business School, Aston University
Publisher / Ed. Institution: Birmingham
Issue Date: May-2017
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subjects : Service interaction design; Servitization of manufacturing; Product-service transformation; Service design
Subject (DDC) : 005: Computer programming, programs and data
658.5: Production management
670: Manufacturing
Abstract: Purpose: This paper aims at describing a design approach for the transformation from products to services in small manufacturing firms. We discuss the design of value propositions for customers which takes the customer life-cycle into account. Additionally, we present a scheme for designing the customer interactions that enables the optimisation of the cost and value contributions. Design/Methodology/Approach: We interpret the methodologies of service design for the industrial context. The concept of the customer journey design is transferred to the business-to-business constellation. Moreover, an established scheme for the value-based design of customer interactions is adapted to the case of services in manufacturing. Findings: Methodologies for customer-centric service design can be transferred and applied to industrial services. The concepts of customer insight research and value proposition design can be interpreted for the business-to-business context. Special attention has to be paid to the design of the customer journey for manufacturing companies. Additionally, a dedicated scheme can be used to map the service interactions to a value matrix depending on their value contribution to the customer and the provider, respectively. Originality/Value: This paper provides a new approach to servitization of manufacturing by adapting approaches from service and interaction design to the product-service transformation of manufacturing firms. The research is relevant in order to address the lack of methodologies for design-centred servitization approaches in small manufacturing firms.
Departement: School of Engineering
Organisational Unit: Institute of Data Analysis and Process Design (IDP)
Publication type: Conference Paper
ISBN: 9781854494184
URI: https://digitalcollection.zhaw.ch/handle/11475/5736
Appears in Collections:Publikationen School of Engineering

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