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SUMMARY:After Sales Services:   Strategies\, Organisations\, Processes and
  Contents - Sergio Cavalieri (University of Bergamo)
DTSTART:20081007T110000Z
DTEND:20081007T130000Z
UID:TALK13433@talks.cam.ac.uk
CONTACT:Peter Wild
DESCRIPTION:The presentation will be devoted to introduce the ASAP Service
  Management Forum\, an Italian \nacademic‐industry  initiative  on  afte
 r  sales  service\,  and  to  illustrate  the  current  research \nactivit
 ies we have been performing at our newly constituted Research Center in Be
 rgamo. A \nparticular insight will be given to the research plan which Giu
 ditta Pezzotta is carrying out on \nthe service engineering topic within h
 er PhD program. \n \nIntroducing the ASAP Service Management Forum \nThe A
 SAP SMF is a scientific and cultural initiative (originated from the ASAP 
 project (After \nSales  Advanced  Planning  ‐  new  logistics  and  orga
 nizational  models  for  the  integrated \nmanagement of after‐sales ser
 vice) whose aim is to promote service culture and excellence on \nafter  s
 ales  service  management.  The  ASAP  SMF  is  a  cornerstone  where  all
   professionals\, \npractitioners  and  researchers  could  find  the  rig
 ht  playfield  for  discussion\,  dissemination\, \ntraining\,  submission
   of  issues  or  provision  of  solutions  related  to  the  area  of  se
 rvice \nmanagement. In 2007 the Forum could count on 47 associated compani
 es.  \nThe main industries involved are: \n* Durable consumer goods\, incl
 usive of domestic appliances\, consumer electronics\; \n* Automotive\, inc
 lusive of private\, industrial and commercial vehicles\, and motorbikes\; 
 \n* Machinery\, spanning from tooling machines to power plant systems\; \n
 * Digital Systems\, inclusive of server and networking systems\, printers 
 and copiers\, and  \nprofessional imaging systems. \n \nA framework for an
  integrated design of After Sales Service \nIn the western mature economie
 s\, the evolution of cultural and sociological models\, along with \nthe c
 ontinuous breakthrough of the technological edges\, are driving consumers 
 to put more \nemphasis on the functional properties of a product which can
  fulfil their sophisticated\, tailored \nand changeable needs\, than on th
 e joy of purchasing and owning a physical product. From the \noffer  stand
 point\,  the  widespread  proposals  of  goods  embedding  the  same  aest
 hetics\, \nfunctionalities and technologies\, force industrial companies t
 o shift their traditional product‐\ncentric business perspective to a mo
 re profitable and sustainable customer‐oriented strategy. \nThe transiti
 on from a product centric vision\, in which the product is “pushed” to
  the market by \nthe  company\,  to  a  customer  centric  vision\,  in  w
 hich  the  customer  “pulls”\,  through  his \nexpectations and needs\
 , the main features of the Product‐Service\, leads the After Sales Servi
 ce \nfunction in a favoured position. \nIn this context\, the main objecti
 ve of the research plan is to create a normative model which \nprovides se
 rvice managers with a set of coherent leverages for designing contents and
  channels \nof  After  Sales  Services.  The  model  would  mainly  rely  
 on  the  methodologies  and  techniques \nsubsumed by the Service Engineer
 ing approach\, pointing out the need: (i) to involve service \nfeatures si
 nce the early stages of  Product‐Service design and (ii) to predict the 
 impact which a \nsolution can exert on the customer during his “journey
 ” with the Product‐Service throughout \nhis life‐cycle usage. \n
LOCATION:Wordsworth Room\, St John’s College
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