Increasingly, manufacturers and distributors are seeking to create value beyond their products by giving after-sales more and more prominence within their business models. The first definition related to the topic dates back to the late 1980s, by Vandermerwe & Rada: “Servitization is a strategy that industrial companies adopt by broadening the value proposition of their products to gain competitive ground.”
Using innovative technologies, such as the Internet of Things (IoT), artificial intelligence (AI) and data analytics, to improve the management and monitoring of products and after-sales services is one of the current trends. These technologies can enable the early detection of problems, the provision of proactive support, and the automation of processes for greater efficiency by giving the customer the opportunity to feel, for all intents and purposes, at the center.
Adopting a servitization strategy brings with it significant cultural and business challenges. There are huge differences between a traditional manufacturing company that develops, sells, manufactures and (reactively) supports the products it has installed and a company that operates its own equipment and sells performances. New processes are needed to work toward evolved customer centricity, which today can be supported very well by evolving technologies.
The course is designed to address the increasing change in the business landscape where value creation beyond the product has become paramount. Servitization in the industrial environment is a phenomenal business transformation factor that, thanks to modern technologies, enables scenarios of adaptability and cost-effectiveness that were impossible before, which also allows for defining and achieving sustainability goals. There are striking examples such as SKF, Komatsu, Xerox, Caterpillar that have shifted their business focus to this paradigm, but also many Italian companies that are “gearing up” for the future that will be increasingly “servitized.”
A thorough understanding of this issue will help to better understand customer needs and expectations. This can lead to better adaptation of products and services to market demands. Through training in this area, participants will develop the ability to innovate, both within their current organization and in new business ventures. During the course, there will be the opportunity to meet and share with industry professionals and expert lecturers on this topic that will be crucial in the coming years.
The program consists of four thematic modules, for a total of 4 days held over the weekend (Fridays and Saturdays).
Accreditation
Bologna Business School is EQUIS – EFMD Quality Improvement System accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.
Daniele Rimini
Executive Director
daniele.rimini@bbs.unibo.it
" With this training, you will be able to support change within your company. You will be able to develop and implement servitization strategies that will transform your business model to remain competitive and anticipate market needs. It will be an investment in your personal and professional growth that can have a lasting impact on your career and company success. "
Structure
The course consists of 4 days over the weekend (Fridays and Saturdays, 9:15 a.m. to 5:45 p.m.) characterized by a hands-on approach.
Each day includes three main learning stages:
–Overview on the topic of the day
(main themes and overall picture from a company-organization perspective)
– Models and analysis tools
(building the essential toolbox for servitization development)
–Applications and Business Case
(Experiences and experiments to consolidate hands-on skills presented by Schneider Electric managers)
The session dates are as follows:
- May 10-11, 2024
- May 24-25, 2024
COURSES
- Servitizzazione dalla prospettiva del cliente
- I principali driver verso la servitizzazione
- Servitizzazione dalla prospettiva del fornitore
- I livelli di servitizzazione: servizi di base, intermedi e avanzati
- La strategia di prodotto per la servitizzazione
- Il framework PaaS Business Architecture: i 6 elementi costitutivi e gli impatti sull’organizzazione aziendale
- Definizione di digitalizzazione nei servizi post vendita B2B
- Benefici e vantaggi della digitalizzazione
- Tendenze e motivazioni per l’adozione della digitalizzazione nei servizi post vendita
- Utilizzo di software e piattaforme digitali per la gestione dei servizi post vendita
- Automazione dei processi e ottimizzazione delle operazioni
- Ruolo dell’intelligenza artificiale
- Come comunicare efficacemente nel contesto BtoB
- Aumentare il valore percepito della servitizzazione attraverso la comunicazione
- Identificazione del linguaggio appropriato per il pubblico target
- Creazione di messaggi chiave focalizzati sui vantaggi per il cliente
- Tecniche per una presentazione chiara e convincente
- La comunicazione omni-channel sui vari touch point del Customer Journey
- Come valutare la fattibilità economico-finanziaria della servitizzazione
- Come quantificare i costi e i ricavi della servitizzazione
- Gli indicatori chiave per valutare l’efficacia del modello di business orientato alla servitizzazione
- Come gestire i rischi finanziari connessi alla servitizzazione
- Le strategie per la gestione del rischio finanziario e la mitigazione dei potenziali impatti negativi
Learning approach
The didactic approach will be extremely pragmatic and accompanied by numerous cases applied. The teaching methodology is supported by an e-learning platform in which materials and exercises will be loaded for study and in-depth study between the two classroom sessions.
Faculty
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
-
Daniele Rimini
Owner & Management Consultant
PD For - Consulenza Direzionale
-
Chiara Orsingher
Full Professor of Marketing
University of Bologna
-
Franco Visani
Associate Professor of Business Administration and Accounting Studies
University of Bologna
-
Cristiano Boscato
Owner
Injenia
-
Gian Luca Fariselli
Direttore, Corporate Communications
Scm Group Spa
Networking
Networking takes place between students in the same class, between participants and lecturers, and with students from other courses or previous editions of the same program.
COMPANIES
Over the years, our partners have been constantly involved in the various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organizing company visits. Our partners are our first supporters: they sponsor various scholarships, host internships for students and provide professional opportunities for graduates. The partner companies of Bologna Business School are:
AEROPORTO G. MARCONI ASSICOOP BOLOGNA METROPOLITANA AUTOMOBILI LAMBORGHINI BOLOGNA FIERE BREVINI POWER TRANSMISSION CAMERA DI COMMERCIO DI BOLOGNA CAMERA DI COMMERCIO DI FERRARA CAMERA DI COMMERCIO DI FORLÌ-CESENA CAMERA DI COMMERCIO DI MODENA CAMERA DI COMMERCIO DI RIMINI CAMST CARPIGIANI GROUP CASSA DI RISPARMIO IN BOLOGNA CONFCOMMERCIO EMILIA ROMAGNA CONFINDUSTRIA EMILIA ROMAGNA COSWELL DATALOGIC DUCATI MOTOR HOLDING ENEL ENGINEERING INGEGNERIA INFORMATICA EXPERT SYSTEM FALORNI FASTWEB FERRARELLE FERRARI FERRETTI GROUP FINALMA FONDAZIONE CARISBO FONDAZIONE CASSA RISPARMIO CESENA FONDAZIONE CASSA RISPARMIO DI CENTO FONDAZIONE CASSA RISPARMIO DI IMOLA FONDAZIONE CASSA DI RISPARMIO DI CARPI FONDAZIONE CASSA DI RISPARMIO DI FERRARA FONDAZIONE CASSA DI RISPARMIO DI PADOVA E ROVIGO FONDAZIONE G. MARCONI FONDAZIONE IBM ITALIA FONDAZIONE ISABELLA SERÀGNOLI FONDAZIONE DEL MONTE DI BOLOGNA E RAVENNA FONDAZIONE PER LA COLLABORAZIONE TRA I POPOLI FOOD TREND FOUNDATION FURLA GOOGLE ITALIA GRANAROLO GROUPM GRUPPO COESIA GRUPPO SISTEMA H-ART HSPI HAWORTH HERA HORSA IBM ITALIA IMA ICONSULTING INTESA SAN PAOLO KPMG ADVISORY LABORATORI GUGLIELMO MARCONI LANDI RENZO LEGACOOP BOLOGNA LIGHTHOUSE MANUTENCOOP MAPE MAPS MASAI ITALIA MASERATI MICROSOFT ITALIA MONTENEGRO N.C.H. NUOVI CANTIERI APUANIA OLIDATA ONIT GROUP OPERA SANTA MARIA DEL FIORE PHILIP MORRIS ITALIA POLTRONESOFÀ REGIONE EMILIA-ROMAGNA RICOH S.E.C.I. GRUPPO INDUSTRIALE MACCAFERRI SAP SCS CONSULTING STMICROELECTRONICS SCHNEIDER ELECTRIC SEPS TECHNOGYM TEUCO THE BOSTON CONSULTING GROUP TOYOTA MATERIAL HANDLING ITALIA TREVI GROUP UMBERTO CESARI UNICREDIT UNIEURO UNINDUSTRIA BOLOGNA UNIPOL VEM SISTEMI VERONESI VIABIZZUNO VIDEOWORKS VOLVO CAR ITALIA WPP ITALIA YOOX NET-A-PORTER GROUP
FEES
The registration fee for enrollments from companies and institutions is 3.400 euros (plus VAT) to be paid by the start date of the course.
The registration fee for individual enrollments is 2.700 euros (plus VAT) to be paid by the start date of the course.
The fee includes attendance in the program, all the study material available through the online platform and access to Bologna Business School services, which include a personal account for the Alma wi-fi, access to the study areas, and access to the indoor gym.
Discounts are available:
for early registrations;
for Business Network companies;
for Alma/BBS and Profingest Alumni;
for groups of at least 3 people.
INTERPROFESSIONAL FUNDS
Alumni and companies can check the availability of vouchers at the Interprofessional Fund of reference:
Fondimpresa – for middle managers/ middle management
Fondo Dirigenti PMI – for managers of Industrial SMEs
Fonditalia
Fondirigenti – for managers
Fon.Coop – for cooperative companies
REQUIREMENTS
The course is reserved for a maximum of 30 participants.
APPLICATION PROCESS
To register, simply download the registration form and send it by email or fax.
FAQs
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.
