!service!typology:!aclassifica6on ... · !service!typology:!aclassifica6on!...
TRANSCRIPT
SERVICE TYPOLOGY: A classifica6on model for product-‐service offerings
Dr. Veronica Mar-nez
Senior Research Fellow
Cambridge Service Alliance
A classifica6on model for product-‐service offerings
Product-‐oriented services 1 Home delivery 2 Product installa5on / start-‐up,
commissioning 3 Spare parts and consumables
delivery 4 Updates / upgrades 5 Remanufacturing, Refurbishing,
cleaning, safe keeping 6 Recycling and take back 7 Financial services 8 Inspec5on and diagnosis 9 Repair and maintenance 10 Extended warranty 11 Preven5ve maintenance 12 Full maintenance contract 13 Documenta5on 14 15 16
Help Desk – hot line on product Help Desk – hot line on process Help Desk – hot line on business
17 18 19
Product-‐oriented training Process-‐oriented training Business-‐oriented training
20 21 22
Product-‐oriented consultancy Process-‐oriented consultancy Business-‐oriented consultancy
Use-‐oriented services 23 Leasing 24 25
Short term Ren5ng Long term Ren5ng
26 Sharing 27 Pooling
Result-‐oriented services
28 Pay-‐per-‐use 29 Outsourcing 30 Func5onal-‐based Pay-‐
per-‐result
1. PS Offering ORIENTATION: Ownership, Decision making power, Use
PS Offe
ring ORIEN
TATION
Prod
uct-‐oriented
Use-‐orie
nted
Result-‐oriented
Product
Process
PS offe
ring FOCU
S Transac5on-‐ based Rela5onship-‐based
Nature of INTERACTION between customer and PS provider
2. PS Offering FOCUS: Rela5onship Intensity, Level of customisa5on 3. Nature of INTERACTION: Risk, Price
Customer
PS Provider
Source: Giardelli, Resta, Mar=nez, Pinto & Albores (2014)
Transac5on-‐ Based
Prod
uct-‐oriented
Used-‐oriented
Re
sult-‐oriented
Prod
uct
Rela5onship-‐based
Process
Pooling Sharing
Leasing
Pay-‐per-‐use Outsourcing
Pay-‐per result
Inspec=on & diagnosis Repairs Preven=ve maintenance
Full maintenance
Maintenance
Home delivery
Installa=on
Spares & consumables
Updates/ Upgrades Refurbishing, cleaning,…
Recycling
Product-‐based
.
.
.
.
.
. .
. .
.
.
.
.
.
.
.
. .
. .
.
. Documenta=on Product-‐oriented training
Help Desk – Hot line Process-‐oriented training & consul=ng
Business-‐oriented training & consul=ng
Product-‐process jointly development
Advice and consultancy
Ren-ng
PS Offe
ring ORIEN
TATION
PS Offe
ring FO
CUS
NATURE OF INTERACTION BETWEEN CUSTOMER & PS PROVIDER
Customer
PS PROVIDER A classifica6on model for P-‐S offerings
Source: Giardelli, Resta, Mar=nez, Pinto & Albores (2014)
Transac5on-‐ Based
Prod
uct-‐oriented
Used-‐oriented
Re
sult-‐oriented
Prod
uct
Rela5onship-‐based
Process
Pooling Sharing
Leasing
Pay-‐per-‐use Outsourcing
Pay-‐per result
Inspec=on & diagnosis Repairs Preven=ve maintenance
Full maintenance
Maintenance
Home delivery
Installa=on
Spares & consumables
Updates/ Upgrades Refurbishing, cleaning,…
Recycling
Product-‐based
Pegeout
Rolls-‐Royce, Ricoh, Canon
Orica Thales Training
ABB
Norbain SD
ZIP Car Turbine Apache
Audi, GE, Azimut Yachts MAN Truck, Toshiba,
Bobst Group
Philips Toyota Mercedes
ABB
Volvo, DAF, Bosch, Volkswagen
CAT, Acrobat, MicrosoT
Candy, Motorola
Ap-‐Annabella
Ikea
HP, MicrosoT, Cisco, Ingersol Necta, Yamaha
Cisco, Audi, Samsung, Iveco, BMW
Duca6, Masera6, Carpigiani Siemens
Ericson
Trico, Komatsu, Xerox
Documenta=on Product-‐oriented training
Help Desk – Hot line Process-‐oriented training & consul=ng
Business-‐oriented training & consul=ng
Product-‐process jointly development
Advice and consultancy
Ren-ng
PS Offe
ring ORIEN
TATION
PS Offe
ring FO
CUS
NATURE OF INTERACTION BETWEEN CUSTOMER & PS PROVIDER
Customer
PS PROVIDER A classifica6on for P-‐S offerings
Source: Giardelli, Resta, Mar=nez, Pinto & Albores (2014)
Benefits The classifica5on for product-‐service offerings is used to: • map current service offerings -‐I.e. wide range in a single picture • highlight the most profitable services • highlight the suppor5ng services to more profitable service
proposi5ons-‐ i.e. strategic service mapping • map the future service offerings and • as a strategic tool-‐ to analyse and eliminate unprofitable and/or
similar services. This is an easy tool to use and remember, it is generally used in service strategy and service design & innova5on.
Giardelli, Resta, Mar5nez, Pinto and Albores (2014), “A classifica5on model for product-‐service offerings”, Journal of Cleaner Produc=on, Vol. 66 (March), pp 507-‐519 For more informa5on contact: Dr. Veronica Mar6nez Senior Research Associate | Cambridge Service Alliance | Ins5tute for Manufacturing | Department of Engineering | 17 Charles Babbage Road | Cambridge | CB3 0FS | UK | www.cambridgeservicealliance.org | [email protected]
Further reading
Forthcoming webinars