swissmem 2016 remote- 4.0! und service? it all starts with the right value proposition en

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


REMOTE SERVICES – WHAT IS THE PROBLEM?


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


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


DESIGNING THE CUSTOMER VALUE PROPOSITION


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


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…"


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…”


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..."


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!"


CLOSING


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


Thanks for your time!

swissmem 2016 remote- 4.0! und service? it all starts with the right value proposition en

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