1. 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

2. Sustainable development Product-Service Systems
Introduction
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
Competitiveness
Focus on user’s needs
Manufacturers add services
Sustainable development
Rarefaction of natural resources
Need for new production and consumption patterns
Social
Environmental
Economic
Product-Service Systems
Providing value
Achieving sustainability

3. Design facilitators for value creation and sustainability achievement
Our approach
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
PSS Issues
Life Cycle
Delivery system
Co-creation process
PSS Design
Value
Sustainability
Design facilitators for value creation and sustainability achievement
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 ?).

4. Value creation through PSS
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
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]

5. Sustainability through PSS
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
Environmental gains through rental, sharing, pooling of goods [Meier, 2010]
Responsibility of the producer [Meier, 2010]
Concept of sustainable PSS [Roy, 2000]

6. Service Delivery and Co-creation
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
Object of interaction with users
Object of design
Design
Development
Service delivery
Build the value proposition
Experience the value
Value co-creation

7. PSS design for value creation
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
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]

8. PSS design for sustainability
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
Reducing environmental impacts throughout the life cycle:
Use phase: rental, sharing, pooling
Resources maintained 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

9. Sustainable value creation
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
Continuity of the value creation
Supply value cycle
Customer value cycle
Service delivery
Co-creation
Sustainable value
Provider
Customers
Society
Resources:
Products
Knowledge and skills
Satisfaction
Needs fulfilment

10. Case study
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
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 ?

11. Continuous value Service delivery design: Customer value:
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
Supply value cycle
Customer value cycle
Provider
Customers
Service delivery
Co-creation
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

12. Sustainable value: continuous creation
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
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

13. Conclusion Value creation continuum: Sustainable value:
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
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’
Supply value cycle
Customer value cycle
Service delivery
Co-creation
Sustainable value
Society

14. Thanks for your attention