This document discusses moving from product-focused "stuff" to customer-focused "stories". It suggests that organizations shift from transactional to relational relationships by co-creating value with customers. The document uses a bicycle manufacturer as an example and lists potential new services like bike sharing, repairs, and coaching programs. It outlines a framework for moving from products to servitized products to productized services to full service ecosystems. The document concludes with a panel discussion on practical tools, capabilities, value assessment, and partnership strategies for making the transition.

1. FROM STUFF TO STORIES
DESIGN MANAGEMENT INSTITUTE EUROPEAN CONFERENCE 2016
ERIK ROSCAM ABBING | ZILVER INNOVATION
@ROSCAMABBING
ERIK ROSCAM ABBING | JUDITH GLOPPEN | CHRISTIAN SACLIER

2. PART 1
WHAT
whatdoesitmean tomovefrom stufftostories?

3. •from stuff •to stories
• transactional
• relationship ends at the door
• relational
• relationship starts at the door
• value handed over in the value chain,
• to end at the customer
• value co-created by the value network,
involving the customer
• value = objective
• and mostly functional
• value = subjective
• and more experiential
• rigid
• discarded with changing needs
• adaptive
• grows along with changing needs

4. Isn’t design’s job essentially:
to help organizations create more
lasting and more valuable
relationships with customers?

5. PART 2
HOW
howcanorganizationsmovefrom stufftostories?

6. imagine you’re a
bicycle manufacturer
and you want to explore the service space……what could you do?

7. rickshaw service / bike über
servicing the bike
bike sharing
bike charging
bike leasing
bike insurance
b2b: mobility consulting
city explorations on bike
healthy biking coaching program
mountain bike
city bike
bike helmet

9. intangible
tangible

10. intangible
tangible
transactional relational

11. intangible
tangible
transactional relational
products
servitized
products
productized
services
service
eco-systems

12. intangible
tangible
transactional relational
products
servitized
products
productized
services
service
eco-systems
simple hospitality
rental services
labour delegation
maintenance
financial add-ons
utilities
logistic services
experiential hospitality
consulting & coaching
experience delivery

13. products
servitized
products
productized
services
service
eco-systems
Find p2p opportunities
Relieve pain points in the customer journey
Sell the outcome instead of the service
Find a right partner with skin in the game
Watch out for brand/capability stretch
Have a sensible,long term business model
Make the product smart & connected
Create a community around the product

14. products
servitized
products
productized
services
service
eco-systems
1.start here
2.then move here
3.then maybe move here 4.and finally move here

15. •Judith Gloppen •Christian Saclier
• Norwegian center for Design and
Architecture
• Nestlé S.A.
• Senior advisor Design & Strategic
Management
• Global head of industrial design
• How governments are moving from a
transactional focus towards co-creation
and service design,to build durable
relationships with citizens
• How Nestlé is using digital enhancement
of products and service design to create
more engagement with their customers.
the panelists:

16. 1.what tools can I use?
2.what capabilities must I develop?
3.how do I assess the value?
4.how do I convince my boss?
5.where do I start?
6.how do I find the right partners?
7.how do I choose the right strategy?
8.…..?
questions you may have:

17. 1.gather qual & quant user insights
2.look for opportunities in the customer journey
3.assess these opportunities against:
•do we have the capabilities for it?
•what does the competitive landscape look like for it?
•does it fit our brand?
•does it allow us to be truly differentiating?
the panel answer to: where do I start?

18. Erik Roscam Abbing
www.zilverinnovation.com
www.facebook.com/ZilverBDI
www.designthenewbusiness.com
@roscamabbing
@zilverBDI
erik@zilverinnovation.com
THANK YOU :)