摘要：This paper describes a methodology that has been used successfully to assist two manufacturers in identifying opportunities for developing services based on the equipment they sell. Manufacturing firms often experience difficulties to understand the service needs of their customers over the lifecycle of their product. This paper assists those companies to identify new service opportunities by combining the approaches of product lifecycle and total cost of ownership with the customer value proposition into a new and holistic methodology. This new methodology was tested with in workshop participants of investment good companies first on a generic example of a car and afterwards applied to their specific products. The first case allowed the participants to work together and develop an understanding of the new tools. Key findings of the generic stage were the perception of how product-services systems are viewed by the owner rather than the supplier of a piece of equipment. The second case built upon their newly acquired servitization understanding allowing the participants to consider how their customer's needs change during the full operational life of the equipment. Using this combined visual approach based on the 'customer value proposition canvas', 'product lifecycle' and 'total cost of ownership' allowed to identify new service. This allows manufacturers to identify, create and deliver customer value over the full operational life of the equipment. The approach was experimental, but discussions with the teams and their managers suggested it proved useful in helping them to discover new/hidden services for their products.
关键词：Product-service System;Equipment Lifecycle;Customer Value Proposition;Total Cost of Ownership;Visualization
