Lucile Trevisan Alan Lelah Daniel Brissaud GScop Laboratory Grenoble University France Throughlife Engineering Services Conference 2012 Session 3A Delivering ThroughLife Service Support ID: 803051
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Slide1
Service delivery and Co-creation to support Value and Sustainability in PSS design
Lucile Trevisan, Alan Lelah, Daniel BrissaudG-Scop LaboratoryGrenoble University - France
Through-life Engineering Services Conference 2012Session 3A: Delivering Through-Life Service Support
1
Slide2Introduction
Sustainable developmentRarefaction of natural resourcesNeed for new production and consumption patterns
CompetitivenessFocus on user’s needsManufacturers add services
Product-Service Systems
Providing value
Achieving sustainability
2
Introduction
Our
approachValue creation and sustainability through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value creationCase study: ElisConclusion
Social
Environmental
Economic
Slide3Our approach
PSS Issues
Life Cycle
Delivery system
Co-creation process
PSS Design
Value
Sustainability
3
Research issue: Understanding the way that Delivery system and the Co-creation process can contribute to the design of valuable and sustainable solutions (solution with sustainable value ?).IntroductionOur approachValue creation and sustainability through PSSService Delivery and Co-creationDesign for value /sustainability
Sustainable
value creationCase study: Elis
ConclusionDesign facilitators for value creation and sustainability achievement
Slide4Value creation through PSS
Value as a meansValue-in-exchangeValue embedded in a physical artifact
Value as a resultValue-in-useCustomer experience
Value is added through knowledge and service contents [
Tomiyama
, 2001]
4
Product-based approach
PSS approach
IntroductionOur approachValue creation and sustainability through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value creationCase study: ElisConclusion
Slide5Sustainability through PSS
Environmental gains through rental, sharing, pooling of goods [Meier, 2010]
Responsibility of the producer [Meier, 2010]Concept of sustainable PSS [Roy, 2000] 5
Introduction
Our
approach
Value
creation
and
sustainability
through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value creationCase study: ElisConclusion
Slide6Service Delivery and Co-creation
Design
Development
Service delivery
Build the value proposition
Experience the value
Object of design
Object of interaction with users
Value co-creation
6
Introduction
Our approach
Value creation and sustainability through PSS
Service
Delivery
and Co-
creation
Design for value /
sustainability
Sustainable
value
creation
Case
study
: Elis
Conclusion
Slide7PSS design for value creation
‘The elaboration of
solutions results from a value co-creation process involving actors from both the supply network and the customer network’ [Cova and Salle, 2008]
7
Introduction
Our
approach
Value
creation
and sustainability through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value creationCase study: ElisConclusionUnderstand use and customer behaviourNetwork coordination – organization – supply chain managementLife cycle approachLearn from usersNew skills’ development – knowledge management
Slide8PSS design for sustainability
Reducing environmental impacts throughout the life cycle:Use phase: rental, sharing, pooling
Resources maintained valuable (‘re-valuable’)
Stakeholders
involvement:
R
oles
and responsibilities
clarified
Common decisions
Win-win relationship:
Continuation of the provision of satisfaction – sustainable business model [Barber, 2012]Long-term benefits 8 IntroductionOur approachValue creation and sustainability through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value creationCase study: ElisConclusion
Slide9Sustainable value creation
Supply value cycle
Customer value cycle
Service delivery
Co-creation
Sustainable value
Provider
Customers
Society
9
Continuity of the value creation
Resources:
Products
Knowledge and skills
Satisfaction
Needs fulfilment
Introduction
Our
approach
Value
creation
and
sustainability
through
PSS
Service
Delivery
and Co-
creation
Design for value /
sustainability
Sustainable
value
creation
Case
study
: Elis
Conclusion
Slide10Case study
European leader in rental/maintenance of textile and hygiene articles
PSS since 1945:Cleaned working-clothes services Providing clothes – cleaning them regularly (pooling)
R
e-design
of clothing; process of cleaning; distribution logistics
Environment
Round Table in 2008 [
Grenelle
, 2008]: evaluation of the environmental benefits
How does the case fit into our present representation ?
10 IntroductionOur approachValue creation and sustainability through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value creationCase study: ElisConclusion
Slide11Continuous value
Service delivery design:
Diagnosis: site specificities, stocks dimension, delivery frequency, size measuresDelivery and collection of clothes: function of needsProfessional cleaning and drying process
Control and repair
Provider value:
Knowledge on customers
Knowledge of product use
Improvement of skills
Customer value:
Continual performance
Access to adapted productsFlexibility of the products
Supply value cycle
Customer value cycle
Provider
Customers
Service delivery
Co-creation
11
Introduction
Our
approach
Value
creation
and
sustainability
through
PSS
Service
Delivery
and Co-
creation
Design for value /
sustainability
Sustainable
value
creation
Case
study
: Elis
Conclusion
Slide12Sustainable value: continuous creation
Re-design :
New material – lifetime doubledCleaning techniques: consuming less water, electricity, detergentsLife cycle assessment in 2008 (comparison with a purchase scenario):Reduction of 50% of energy consumption and CO2 emissions
Water consumption divided by 10
Since 2008:
Quality improvements: better comfort
Product
recycling
Reduction of water and energy consumption and use of detergents
Continuity of the improvement of the offer:
‘
Multiservice’ concept: different types of clothes, sanitary services and drink servicesCollection of clothes using organic cotton resulting from fair-tradeSustainable valueSocietySupply value cycleCustomer value cycle 12 IntroductionOur approachValue creation and sustainability through PSSService Delivery and Co-creationDesign for value /sustainabilitySustainable value
creation
Case study: ElisConclusion
Slide13Conclusion
Focus on co-creation and service delivery:
continuous improvement on the offering (re-design)Value creation
continuum:
Provider: k
nowledge generation, skills development
Customer: fulfilment of the needs
Society: Sustainable value
Sustainable value:
Supported
by service delivery and the co-creation process
Resulting from life cycle approaches in design Has to be considered as dynamical and continuousValue creation is supported by the convergence of the interests (for the customer, the provider and the society): ‘win-win-win relationship’ 13 Supply value cycle
Customer value cycle
Service delivery
Co-creation
Sustainable value
Society
Introduction
Our
approach
Value
creation
and
sustainability
through
PSS
Service
Delivery
and Co-
creation
Design for value /
sustainability
Sustainable
value
creation
Case
study
: Elis
Conclusion
Slide14Thanks for your
attention 14