Educational Challenges on
Service Management
AIM 2007, Bari
Prof. H. Meier
Chair of Production Systems
Ruhr-University Bochum, Germany
Educational Challenges on Service Management – Horst Meier
Slide 1
Educational Challenges on Service Management
1. Industrial Services
•
History and definitions
•
Economic demands and educational challenges
2. International study courses on service engineering
3. Service engineering in Bochum
4. Conclusions: Future demands on education
Educational Challenges on Service Management – Horst Meier
Slide 2
Development of industrial services
Service Marketing
Service Management
Service Quality
Service Engineering
Industrial Product Service Systems
1970
1980
Educational Challenges on Service Management – Horst Meier
1990
2000
2006
Slide 3
Product Service Systems
Past
Today
Future
„Service Products”
„Extended Products“
Machine independent
service
Machine oriented service
„Product Service
Systems”
Simultaneous and
interfering product and
service engineering
S
P
S
P
P
S
S
P
P
S
P
S
Educational Challenges on Service Management – Horst Meier
Slide 4
Definition of Industrial Product-Service-Systems
Industrial Product-Service-Systems – IPS2:
An IPS2 is an integrated product and service offering that delivers
values in use.
Rajkumar Roy, Cranfield, UK
That means in detail:
IPS² is a new product understanding consisting of integrated product and service shares.
IPS² comprises the integrated and mutually determined planning, development,
provision and use.
The option of partial substitution of product and service shares over the lifecycle.
This integrated understanding leads to new, customer-adjusted solutions.
IPS² enable innovative function-, availability- or result-oriented business models.
Educational Challenges on Service Management – Horst Meier
Slide 5
Educational Challenges on Service Management
1. Industrial services
•
History and definitions
•
Economic demands and educational challenges
2. International study courses on service engineering
3. Service engineering in Bochum
4. Conclusions: Future demands on education
Educational Challenges on Service Management – Horst Meier
Slide 6
Turnover and profit
Total market volume of the interviewed German
business companies in the production machine
and plant construction industry: 43,4 billion €:
20%
repairing
remedy of defects (11%)
Profit in % of turnover
maintenance
spare parts and
after market
equipment (18%)
15%
consulting (16%)
other
retrofitting
financial
services
10%
final inspection
training
5%
second hand
machines
(8%)
commission
installation
trading with new machines (2,3%)
0%
25%
50%
75%
Reference: Mercer Management Consulting 2003, Umfrage unter 200 Unternehmen des Maschinen-Anlagenbaus
Educational Challenges on Service Management – Horst Meier
Slide 7
From Leadership in Technology to Leadership in Utilization
dissatisfaction of the consumer
by increasing the level of
technology
Motivation for the supplier:
• rise of customer loyalty
Motivation for the customer
new service-based
business models
• opening of new business fields
• development of market shares
• information about the use of its products to
create innovations
Challenge for the supplier:
• focusing on core competences
• to make new technologies accessible
• reduction of capital lock-up
Challenge for the customer:
• create new business models
• to evaluate chances and risks
• to identify and evaluate chances and risks
• identification of core competencies
• development of service processes
• industrialization and automation of services
• new understanding of products:
• to calculate own processes
QA
optimierung
MES / PPS
Modernisierung
Simulation
Personnel
Instandhaltung
Maintenance
Teleservice
Tooling
• innovative product-service-systems
• suitable development processes
• openness to the supplier:
• transparent processes
• organization
Supplies
Ramp-Up
Optimization
Schulung
... Prozess
optimierung
Educational Challenges on Service Management – Horst Meier
• Internet (remote service)
Slide 8
Challenges for Future Engineers







Understand and identify the real demands of the customers first
Develop proper business models
Innovation creation by integrated industrial product-service-systems
Design service processes
Modeling and simulation of digital service processes
Establish a suitable service organization
Industrialization of service processes (standardization and
automation)
IPS² Designer
Customer
WWW
Supplier
Service Provider
automated
semi-automated
manual
Educational Challenges on Service Management – Horst Meier
Slide 9
Educational Challenges



TR 29
Paradigm shift for a new product understanding
How to apply an integrated engineering process
To teach suitable methods and tools for an
integrated product-service-engineering
• modeling and simulation of service processes
• automation by means of digital service
processes
Industrial ProductService- Systems
P
• real time service execution system
P
S
S
P
P
P
modernization
S
S
process
optimization
maintenance
simulation
schooling
teleservice
tooling
S
Integrated
Product-ServiceModules
P
Individual
modules
P
S
P
S
P
S
ramp-Up
Educational Challenges on Service Management – Horst Meier
Slide 10
S
International Educational Challenges
Current Chinese/German
Research Project
Challenges of industrial services
Customer Advantage
 Function-oriented
 Availability-oriented
 Result-oriented
Process
optimization
Commissioning
Upgrading
Maintenance
Resources
Processes
 Network design
 Service Process design
 Communication and
Information technologies
 Qualification
 IT-Support Systems
 Locations
Teleservice
Ramp-Up
Training
...
Educational Challenges
 Demand and risk analysis of international Business models
 Designing of service processes distributed world wide
 Establishing global service supply chains
 How to provide service processes time and place independent
 How to train and support global human resources best
Educational Challenges on Service Management – Horst Meier
Slide 11
Educational Challenges on Service Management
1. Industrial services
2. International study courses on service engineering
3. Service engineering in Bochum
4. Conclusions: Future demands on education
Educational Challenges on Service Management – Horst Meier
Slide 12
International study courses
Master courses on “Service”:
• Service Engineering and Management (Universidade do Porto)
• Product-Service-Systems Design (Politecnico di Milano, together with
•
•
•
•
•
•
Glasgow School of Art
Köln International School of Design
University of Art and Design Helsinki
Les Ateliers/ENSCI Paris
Konstfack - University College of Arts Crafts and Design Stockholm
State Academy of Art and Design Stuttgart
Other offers:
• Service engineering focusing the Information technology
• Building services engineering
• Service design as a part of business administration
Educational Challenges on Service Management – Horst Meier
Slide 13
Example for International Study Courses: Porto
Universidade do Porto:
Master on Services Engineering
and Management
• It aims at developing competences to
conceive, design, implement and
operate technology enabled service
systems.
• English proficiency is required.
Educational Challenges on Service Management – Horst Meier
Slide 14
Example for International study courses: Milano
Politecnico di Milano:
Master of Science in ProductService-Systems Design
• It starts from the experience of
the MEDes programme (Master
of Science of European Design).
This is a European network
formed by six design universities
in Europe, including the
Politecnico.
• All tuition, examinations and
subject materials will be in
English
Educational Challenges on Service Management – Horst Meier
Slide 15
Educational Challenges on Service Management
1. Industrial services
2. International study courses on service engineering
3. Service engineering in Bochum
4. Conclusions: Future demands on education
Educational Challenges on Service Management – Horst Meier
Slide 16
Service Engineering
First lecture summer semester 2007
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Service based business models
Procedure models and assigned methods
Service process development
Service management systems
Remote service systems
Augmented reality
Service robotic
Calculation and controlling
Service contracting
Industrial lectures
Educational Challenges on Service Management – Horst Meier
Slide 17
Business Models
value proposition
IPS2- use models
functionoriented
architecture of
value creation
availabilityoriented
resultorientiert
occurrence of IPS2
product
service
P
S
supplier
consortium
turn over model
pay on order
Educational Challenges on Service Management – Horst Meier
pay on
availability
pay on
production
Slide 18
Specification of Innovative Business Models
Function oriented
Availability
oriented
Result
oriented
Turn over model
Pay on service
order
Pay on
availability
Pay on
production
Production
responsibility
Customer
Customer
Supplier
operating
personnel
Customer
Customer
Supplier
Service initiative
Customer
Supplier
Supplier
maintenance
personnel
Customer/
Supplier
Supplier
Supplier
Educational Challenges on Service Management – Horst Meier
Slide 19
Eight Step Procedure Model and Assigned Methods and Tools
TR 29
Control Gate
VI. Implementation
VII. Use by customers
VIII. Feedback
P
Analysis,
validation and
integration of
feedback
S
Integrated
design
Customer
Identification
und Analysis
Identify
specifications
Build
principle
solutions
Control Gate
Educational Challenges on Service Management – Horst Meier
Slide 20
Service Process Development
The customer is always part of the process!
supplier
processes
OEM
processes
customer
processes
part processes
choice of optimal
part process provider
by criteria:
- reaction time
- abilities/competence
- price
- risk
service
process
library
Product Service System
problem of the customer
Educational Challenges on Service Management – Horst Meier
requirements analysis
Slide 21
Elements of a Service Management System
Remote service
Call Center
ERP-/PPSSystem
Mobile service
support systems
Asset-,
Configuration-,
Contract-,
CallManagement,
Dispatch
Internet
Service Portal
•Customers
•Engineers
•Subcontractors
•Knowledge
Source: VDMA
Office Integration
Educational Challenges on Service Management – Horst Meier
Slide 22
Remote Service Systems
The use of modern information and communication technology combined with multimedia-based tools
features the opportunity to achieve sustained improvement of the own competitive position in spite of
great geographic distance.
Customer
Organization
Tools





Video/Audio conferencing
Helpdesk
Application Sharing
E-Mail
Data transfer




Service-Management
Project management
Workflow-Management
ERP/PPS
OEM-Producer
Fieldbus
LAN
Control center
LAN
In house experts
In house experts
Data







Contracts
Master data (Products, Customers, Suppliers)
technical documentation
Object list, drawings, circuit diagrams
Software/-versions
Failure database, knowledge base
Installation reports
Supplier
Educational Challenges on Service Management – Horst Meier
Slide 23
Augmented Reality for Service: Technicians’ support
Tracker
Disassembling / Assembling instructions
Localization of parts and malfunctions
 Overview of VR/AR technologies tools and methods
 Advantages and disadvantages of AR
 How to apply AR for industrial services
 How to establish an AR system
 Industrial examples
Educational Challenges on Service Management – Horst Meier
Source: C-LAB, Siemens AG
Slide 24
Law, Contracts and Pricing
14
Law, contracts and pricing
14.1
Basic law of contracts
• Comparison of relevant contract types
• Basic principles of liability/responsibility
14.2
14.3
14.4
14.5
Contract types depending on the value proposition
Drafting of a service agreement
Example Remote service agreement
Calculating and pricing for service agreements
Vertrag kommt von vertragen
Agreement is derived from „to agree“
Educational Challenges on Service Management – Horst Meier
Slide 25
Industrial Contributions: e.g. Remote Service in Practice
Educational Challenges on Service Management – Horst Meier
Slide 26
Educational Challenges on Service Management
1. Industrial services
2. International study courses on service engineering
3. Service engineering in Bochum
4. Conclusions: Future demands on education
Educational Challenges on Service Management – Horst Meier
Slide 27
Conclusions: Future demands on education
• Service engineering has to become a part of mechanical
engineering (similar situation with industrial management in the past)
• First study courses and lectures on “Service” arise
• There are only a few proper methods and tools for an
integrated product service engineering
• Business games and industrial examples can help to
support the paradigm shift in product understanding
• There is a lack of special textbooks for students of
mechanical engineering
• There is a need for international curriculums
Educational Challenges on Service Management – Horst Meier
Slide 28
Thanks for Your Attention
Prof. Dr.-Ing. Horst Meier
Chair of Production Systems
Ruhr-University of Bochum
D-44780 Bochum
Phone: +49 234/32-26310
email: meier@lps.rub.de
www.lps.ruhr-uni-bochum.de
Educational Challenges on Service Management – Horst Meier
Slide 29
Service Robotics for Industrial Applications
Future Requirements:
 Manlike kinetic skills (e.g. gripping)
 Remote controlled or automatically
controlled
 Navigation in unknown dynamically
changing surroundings
 Mechanical interaction with humans:
Safety features and equipment
 Communicational interaction with
humans
source: SFB588
Educational Challenges on Service Management – Horst Meier
Slide 30
Definitions on Service Engineering
The process of determining the integrity of material and services in order to
measure and maintain operational reliability, approving modifications of design, and
following through by conforming with specifications and standards.
Academic Press Dictionary of Science and Technology, 1995
The goal of Service Engineering is to develop scientifically-based design principles
and tools (often culminating in software), that support and balance service quality
and efficiency, from the likely conflicting perspectives of customers, servers,
managers, and society. (Service Engineering is to be compared against the more
prevalent Industrial Engineering and Service Management).
Avishai Mandelbaum, 1998
Educational Challenges on Service Management – Horst Meier
Slide 31
Introduction of my Chair
Engineering sciences combine basic and applied research for innovations.
It is characterized by high interdisciplinary collaboration. Research in Industrial
Production Systems involves technical, organizational and human aspects.
Production
Management
 Manufacturing Execution
Systems
Human
 Supply Chain
Management
 Digital Factory
Industrial Product
Service Systems
Time
Customer
Manufacturer
Goals of
Production
systems
 Service Engineering
 Remote Service
 Service Supply Chain
LAN
Technologies and
Automation
 Incremental Sheet Metal
Forming
Quality
Technique
Costs
Organization
 Ring Rolling
 Selective Laser Melting
Educational Challenges on Service Management – Horst Meier
Slide 32