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Institut / FIR-Bereiche
Augmented Reality (AR) bietet ein großes Nutzenpotenzial im Bereich der industriellen Dienstleistungen. Der genaue monetäre und qualitative Nutzen ist jedoch, wie bei IT-Investitionen im Allgemeinen, schwer zu bewerten. Im Rahmen des Forschungsprojekts Datenmanagement for Augmented Reality (DM4AR) wurde aus diesem Grund ein Bewertungsmodell entwickelt, welches den Nutzen von AR im industriellen Service messbar macht.
More and more companies in the mechanical and plant engineering industry are transforming their business model and evolving from product to solution providers. Subscription business models play a key role in this development. They enable companies to enter long-term collaborative relationships with customers and thus monetize the potential of Industry 4.0. However, this development is not easy for many companies and is associated with numerous hurdles. One of these hurdles is the development of a suitable range of services tailored to customer needs. In this context, the bundling of individual services to service modules plays a key role in realizing new value propositions. In practice, however, companies often lack an understanding of which services need to be combined in what way to be able to realize new value propositions. Accordingly, the goal of this work is to identify relevant services for subscription business models, to cluster them into meaningful value-adding bundles, and to derive new value propositions accordingly. The new value propositions in turn enable mechanical and plant engineering companies to strengthen customer loyalty and thus achieve long-term economic success.
Competitive differentiation in the manufacturing sector is no longer based on product and service innovations alone but on the ability to monetize the usage phase of products and services. To this end, manufacturers are increasingly looking at so-called subscription business models as a way of supplementing the traditional sale of products and services. Since supplier success in the subscription business is directly dependent on customer success, the setup and expansion of a so-called Customer Success Management (CSM) is required. While CSM has already been established in the software industry for several years, companies in the manufacturing sector are often still in the conceptual phase of a CSM, parallel to the setup and expansion of their subscription business. Therefore, this paper aims to support the set-up of a CSM by providing a reference data model, based on case study research, that can be used to support the organizational or daily CSM tasks and to serve as a blueprint for conceptualizing CSM-specific IT systems.
Manufacturing companies are constantly increasing their efforts in the subscription business, also known as product-as-a-service business, offering usage and outcome based solutions (value-in-use) instead of transactional services and products (value-in-exchange). Customers are becoming contractual subscribers of the solution in return for recurring, performance-related payments. To address arising, inevitable challenges like (1) reducing customer churn, (2) increasing usage intensity and outcome quality, (3) ensuring the adoption of product and software releases as well as (4) fostering customer loyalty, leading manufacturing companies are setting up a new organizational, customer-facing unit, called Customer Success Management (CSM). This unit has its origins in the software-as-a-service business, operating next to established entities like sales, key account management and customer service. Since there are currently no holistic models for an end-to-end description of CSM-tasks in the manufacturing industry, this paper contributes to a taskoriented reference model, using a grounded theory approach, examining both manufacturing and software companies. Containing a reference framework with 8 main tasks, 17 basic tasks and 76 elementary tasks, the reference model supports manufacturing companies in adapting and customizing a company-specific CSM concept.
This chapter presents key challenges of digital pricing: selling value propositions, data-driven quantification of value, the design of value-driven pricing models, and the definition of subscription-based price metrics. To structure the pricing for smart-product-service offerings promisingly, a framework with four specific elements has been developed. To address the value propositions properly, this chapter presents four archetypes for offering smart-product-service systems. The chapter concludes by presenting an approach to quantify customer value for digital products and services.
Smart Services als Enabler von Subscription-Geschäftsmodellen in der produzierenden Industrie
(2022)
[Der Sammelband] Widmet sich den in Wissenschaft und Praxis aktuell intensiv diskutierten Fragestellungen zu Smart Services. Befasst sich mit Geschäftsmodellen, Erlösmodellen und Kooperationsmodellen von Smart Services. Geht auf branchenspezifische Besonderheiten von Smart Services ein. (link.springer.com)
Augmented reality seems to offer great potential benefits in the field of industrial services. However, the question of the exact benefits, both monetary and qualitative, is difficult to evaluate, as is the case with IT investments in gen-eral. Within the framework of the DM4AR research project, an evaluation model was therefore developed. Based on group discussions and interviews on potential AR use cases, a list of monetary and qualitative benefits was compiled to form the basis for selecting suitable evaluation modules in the existing literature. These include an impact chain analysis in the form of a strategy map, a monetary eval-uation as a calculation of the return on investment, based on the assumptions of the use case as well as existing studies, and a qualitative evaluation in the form of a utility analysis. The outcome is an evaluation model in the form of a multi-perspective approach that considers the impact of AR in the four perspectives of the balanced scorecard (financial, customer, internal business processes, learning and growth). The results of the qualitative and monetary evaluation can be sum-marized in a 2D matrix to support decision-making.
To monetize the potential of digitalization in times of saturated markets, increased machinery and plant engineering companies are starting to transform the transaction-based business model into a customer- and service-oriented subscription business. Even though subscription offerings can create win-win situations for providers and customers, companies encounter significant difficulties in acquiring customers for this innovative business model. Historically linear acquisition processes focused on transactional product sales impede success. To identify key challenges and targeted coping strategies for customer acquisition we conducted in-depth interviews with 18 subscription managers and sales representatives from seven machinery and plant engineering case studies. In our research we uncovered four challenge dimensions: (1) lack of motivation, (2) missing skills and competences, (3) insufficient customer confidence and (4) transaction-oriented sales approach. Beyond that we derived four appropriate coping strategies (1) steering mechanisms, (2) human resource management, (3) trust building instruments and (4) systematic methodology to address them. These insights highlight the key challenges at the management level for customer acquisition that companies face when trying to initiate and sustain the transition from a purely transactional product and service business to subscription-oriented growth. Furthermore, they provide guidance how to cope with these challenges.