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Through-life Engineering Services Conference 2012 Session 3A: Delivering Through-Life Service Support. Service delivery and Co-creation to support Value and Sustainability in PSS design. Lucile Trevisan, Alan Lelah, Daniel Brissaud G-Scop Laboratory Grenoble University - France.

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service delivery and co creation to support value and sustainability in pss design

Through-life Engineering Services

Conference 2012

Session 3A: Delivering Through-Life Service Support

Service delivery and Co-creation to support Value and Sustainability in PSS design

Lucile Trevisan, Alan Lelah, Daniel Brissaud

G-Scop Laboratory

Grenoble University - France

introduction

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Introduction

Competitiveness

Focus on user’s needs

Manufacturers add services

Sustainable development

Rarefaction of natural resources

Need for new production and consumption patterns

Economic

Environmental

Product-Service Systems

Providing value

Achieving sustainability

Social

our approach

PSS Issues

Value

Sustainability

  • Introduction
  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Our approach

Design facilitators for value creation and sustainability achievement

Life Cycle

Co-creation process

Delivery system

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 ?).

PSS Design

value creation through pss

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Value creation through PSS

Product-based approach

PSS approach

Value as a means

Value-in-exchange

Value embedded in a physical artifact

Value as a result

Value-in-use

Customer experience

Value is added through knowledge and service contents [Tomiyama, 2001]

sustainability through pss

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Sustainability through PSS

  • Environmental gains through rental, sharing, pooling of goods [Meier, 2010]
  • Responsibility of the producer [Meier, 2010]
  • Concept of sustainable PSS [Roy, 2000]
service delivery and co creation

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Service Delivery and Co-creation

Object of interaction with users

Object of design

Design

Development

Service delivery

Build the value proposition

Experience the value

Value co-creation

pss design for value creation

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

PSS design for value creation

  • Understand use and customer behaviour
  • Network coordination – organization – supply chain management
  • Life cycle approach
  • Learn from users
  • New skills’ development – knowledge management

‘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]

pss design for sustainability

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

PSS design for sustainability

  • Reducing environmental impacts throughout the life cycle:
    • Use phase: rental, sharing, pooling
    • Resourcesmaintained valuable (‘re-valuable’)
  • Stakeholders involvement:
    • Roles and responsibilities clarified
    • Common decisions
  • Win-win relationship:
    • Continuation of the provision of satisfaction – sustainable business model [Barber, 2012]
    • Long-term benefits
sustainable value creation

Society

Sustainable value

  • Introduction
  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Sustainable value creation

Supply value cycle

Customer value cycle

Continuity of the value creation

Customers

Provider

Co-creation

Service delivery

Resources:

Products

Knowledge and skills

Satisfaction

Needs fulfilment

case study

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Case study

  • European leader in rental/maintenance of textile and hygiene articles
  • PSS since 1945:
  • Cleaned working-clothes services
  • Providing clothes – cleaning them regularly (pooling)
  • Re-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 ?
continuous value

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Supply value cycle

Customer value cycle

Continuous value

Co-creation

Provider

Customers

Service delivery

  • Service delivery design:
  • Diagnosis: site specificities, stocks dimension, delivery frequency, size measures
  • Delivery and collection of clothes: function of needs
  • Professional cleaning and drying process
  • Control and repair

Customer value:

Continual performance

Access to adapted products

Flexibility of the products

Provider value:

Knowledge on customers

Knowledge of product use

Improvement of skills

sustainable value continuous creation

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Sustainable value: continuous creation

  • Re-design :
  • New material – lifetime doubled
  • Cleaning techniques: consuming less water, electricity, detergents
  • Life 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 services
  • Collection of clothes using organic cotton resulting from fair-trade

Sustainable value

Society

Supply value cycle

Customer value cycle

conclusion

Introduction

  • Our approach
  • Value creation and sustainabilitythrough PSS
  • Service Delivery and Co-creation
  • Design for value /sustainability
  • Sustainable value creation
  • Case study: Elis
  • Conclusion

Customer value cycle

Supply value cycle

Conclusion

  • Focus on co-creation and service delivery:
  • continuous improvement on the offering (re-design)
  • Value creation continuum:
  • Provider: knowledge 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 continuous
  • Value creation is supported by the convergence of the interests (for the customer, the provider and the society): ‘win-win-win relationship’

Sustainable value

Society

Co-creation

Service delivery

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