Service Innovation|DrShaunWest
Remote:4.0!UndService?ItallstartswiththerightvaluepropositionSmartRemoteServices,we-connect,Berlin
22.September2015
Dr ShaunWest
Service Innovation|DrShaunWest
ObjectivesWhatistherightcustomervaluepropositionforsmartremoteservices?
Buildingcustomerconfidence andtrust
Learningtounderstandwhatdrivesthecustomer
Helpingcustomerstoachieve theirgoals
Ifweunderstandtheseaspects,wecanmaketherightcustomervalueproposition
Creatingtwo-waycommunicationwiththecustomer
Service Innovation|DrShaunWest
CustomervaluepropositionThisisthemodelIusetoidentifyandvaluethecustomervalueproposition
Adapted from Anderson Adapted from Osterwalder
Va lue
Service Innovation|DrShaunWest
BUILDINGCUSTOMERTRUSTSmartremoteservicesisnotabouttechnology,butaboutimprovingthecustomerexperienceandbuildingarelationshipoftrust
Service Innovation|DrShaunWest
BuildingcustomertrustDoknowwhoourcustomeris?
Where are weintheecosystem?- Imagine weare atraincomponent OEMcompany…
ProductionBogies
SuspenionOwner
Operator
MaintainerLighting
Regulator
Insurers
Investors
System operator
Spares
”…wethoughtweunderstoodourvaluechain,onreflection wedidnot..."
Development
System integrator
Service Innovation|DrShaunWest
BuildingcustomertrustAtwhatlevelarethesmartremoteservicesbuildingtrust(orotherwise)?
Trustbuilding- Supporting operations- Supporting maintenance planning- Supporting training- Spares finding- Jointproblem solving
Trustbreaking- Warranty protection- Spyinthecab- Inadvertent sharingofdataandanalysis
”…monitoring toprotectourwarrantypositionpoisonedourrelationship…"
Service Innovation|DrShaunWest
BuildingcustomertrustDataownership,confidentialityandlitigation
Theequipment ownerowns thedata- There islimitedvaluein thedata- Datamust besharedwithin thesupplychain- Datamustbe transparent
Equipment ownersconsider thedatacommercial- Thevalue is inthedataanalysis- Benchmarking creates value intheecosystem
Riskoflitigation with‘bigdata’- Over20yearsofdataat20mswill showaviolation
”…thevalue isinanalysisatthesystemlevelandthisneedstheecosystemtoanalsyise it..."
Service Innovation|DrShaunWest
BuildingcustomertrustPeoplebuildtrust…
Themachine…- Istosupportnot replace people- Provides asingle pointofdata- Supports joint problem solving
The team in theecosystem mustlearn…- Toshare andwork together- Onepersonmaythecause ofanother’s problem- Oneperson's ideamaybeanother's opportunity
”…byworkingtogetherbetter solutionscanbefoundmorequickly..."
Chesbrough, " Open innovation "
Service Innovation|DrShaunWest
LEARNINGTOUNDERSTANDWHATDRIVESYOURCUSTOMERSSuccessfulremoteservicesmustbefoundedontheunderstandingwhatdrivesyourcustomers
Service Innovation|DrShaunWest
LearningtounderstandwhatdrivesyourcustomersWhatareyourcustomerslookingforintermsofoutcomes?
Wemustunderstand whereoutcomes accrue- Topline – means moresales forourcustomer- Bottom-line – meanscost savings- Compliance andriskmanagement – increasessustainability
Eachcustomer andmarket isdifferentsoflexibilityisrequired- Companies changestrategy- Market conditions change- Newtechnologies makenewthingspossible
Morepotentialrevenues(improvedavailability,assetutilization…)
Improvedsafety,reducedemissions…
Costsavings(improvedfuelefficiency,reducetime…)
”…weassumedeveryonewiththesameequipmenthadthesameneeds.This isnotthecase!"
Service Innovation|DrShaunWest
LearningtounderstandwhatdrivesyourcustomersDoyouunderstandyourcustomersgainsandpains?
Empathy mappingcanhelpunderstanding- Key customers andstakeholders- Oftenmore thanonemappercustomer group
Check list- Where are yourcustomer’s inconstancies?- Haveyouidentified theirmain painsandgains?- Canyouquantify theirpainsandgains? (Hard)
”…ourcustomer’s revenuewasbasedonnumberofpassengersandtheywerehardtocount…"
Service Innovation|DrShaunWest
LearningtounderstandwhatdrivesyourcustomersYouknowthepainsandgains;timetocheckthecustomer’sjobs?
Acheck listforcustomer jobs- What jobsareyoubeingasked toperform?- Howdoyoufitinto their processes?- Doyouknowwhyyouarebeing asked todothesejobs?
- Are there jobsthatyoucould dobetter than thecustomer?
- Are there jobsothers inyourecosystem couldbetter perform?
- Are there jobsthecustomer couldbetter perform?
”…ourcustomerwasbetteratperformingsometasksthanwewere,sowelearnt toworkedwiththem..."
Service Innovation|DrShaunWest
HELPINGCUSTOMERSTOACHIEVETHEIRGOALSThebestvaluepropositionistheonethatfocusesongivingcustomerswhathelpsthemtoachievetheirgoals– theythengetmoreoutoftheirequipment
Service Innovation|DrShaunWest
HelpingcustomerstoachievetheirgoalsWhatleverscanyoupullinthecustomersprocess?
Direct levers- Condition/risk basedmaintenance- Proactive maintenance notifications
Indirect levers- Identify training forO&Mstaff- Changes toequipment configuration- Additional spares
Related levers- Rootcause iselsewhere intheecosystem
”…analysis showedthatourcustomer’sbreaking problem wasdue toleaves…”
Service Innovation|DrShaunWest
Improvedsafety,reducedemissions…
Costsavings(improvedfuelefficiency,reducetime…)Value
HelpingcustomerstoachievetheirgoalsCanyoudescribedclearlywherethecustomer’sbenefitsaccrue?
Acheck listto improveclarity- Usethecustomer language- Beproactive and feedback yourvalue creation- Provide benchmarks tohelp them identifyimprovements
- Understand yourcustomers jobsandprocesses- Customer pains– showhowyourelieved them- Customer gains– showhowyoucreated them
”…ourfleetmanangement solutioncreated largefuel savingsforourcustomer…”
Service Innovation|DrShaunWest
Value
HelpingcustomerstoachievetheirgoalsHowwellareyouabletohelpyourcustomersachievetheirgoals?
Check list- Do thegains/gain creators match?- Dothepains/pain relievers match?- Dothecustomer jobs/products andservice match?
Thisisnotaonetimeprocess!
“…wewantonesystemintegrated,wedon’twantdifferentsystemsfromeachOEM…"
Service Innovation|DrShaunWest
COMMUNICATINGNOTREPORTINGTheimplementation ofanysystemmustfocusontwo-waycommunication- theconversionofdataintoinformationthatcansupportacustomertomaketherightbusinessdecisionandtheOEMtolearntoprovidebettersupportarecritical
Service Innovation|DrShaunWest
CommunicatingnotreportingDoweknowhowtocommunicatewithourcustomers?
Ownersusedifferentvocabularies- Overall equipment effectiveness
- Waiting time- Safety
- Equipment efficiency- Fuelefficiency- Availability- Reliability
“…CATpresents information fromtheir systemsin thelanguage(businessandtechnical)oftheir customer…"
http://www.cat.com/en_GB/support/operations/cat-connect-solutions/cat-emsolutions/improve-operations.html
Service Innovation|DrShaunWest
CommunicatingnotreportingDoyouoverloadyourcustomerswithdata?
Data overload- There islimited value indata- Real valuecome fromeffective action- Tomakeaction requires information (andmore)
Creatingeffectiveactionneeds- Amix ofcommercial and technical dashboards- Automated reports senttoappropriate people- Reports forthecustomers pains/gains andgoals- Language appropriate tothecustomer
"…wewanttohavecommercial reports thathelpusrunourbusinessmoreeffectively…"
Service Innovation|DrShaunWest
CommunicatingnotreportingCanyoulearntosupportjointproblemsolvingatasystemslevel?
http://cdn.osisoft.com/corp/en/media/presenta tions/2015/UsersConference2015/PDF/UsersConference2015_Verso_CardJohnHume_ReducingEnergyandWaterUsageatVersosAndroscogginMill.pdf
Atan individual level- Creates lasting/trusting relationships- Leads toadeeper understanding ofsystem issues
FortheOEM- Cheaper solutions (morebrains)- Better understanding ofthecustomer’s processes- Ideas forproductdevelopment- Solutions forupgrades
Forthecustomer- Quicker andbetter solutions (morebrains)
“…problem solving:Equipmentknowhow+processknowhow=quicker,better, cheaper solutions…"
Service Innovation|DrShaunWest
ClosingWhatdoesagoodcustomervaluepropositionlooklike?
Adapted from Anderson Adapted from Osterwalder
Wert
“…there isnosingle solutionforallsituations…"
Service Innovation|DrShaunWest
ClosingTwosuperexamplestherightvalueproposition!
Acase booksoltions isneeded coupled withconceptual scenarios willhelpuslearn
Bobst https://youtu.be/G8Z7nvGdQFk Cathttps://www.youtube.com/watch?v=N7tb5R1PGNw&
Service Innovation|DrShaunWest
ClosingDidwefindawaytodiscoverthecustomervalueproposition?
Trustandcustomerexperience canbeenhanced
Differentcustomersmaydifferentdrivers
Thesolutionmustbebasedonsupportingcustomeroutcomes
WithSmartRemoteinplaceyoucanbewithyourcustomerandsupporttheiroperationaloutcomes.
Youde-riskthebusinessesandhavemoreoptionsforprovidingadvancedservicesValueisinthecommunicationwithintheecosystem