In the creation stage of WP3.2 a service concept was created for each Underground Laboratory (UL). Based on these service concepts of the ULs a joint service offering for the UL network was created with the principles and tools of Service Design. Service offering makes the services more concrete and accessible for the customers. In order to create the joint service offering for the UL network two reflection workshops were arranged in autumn 2019. The first one was for the representatives of the ULs and the second one for all BSUIN partners.
What do customers value?
From the customers’ point of view, it is important that the UL is in a stable political society and business environment, its services are reliable, certified, and secured. Customers appreciate physical accessibility, ready-made infrastructure and spaces, stability and predictability, and good data connections. In addition, sustainability and reasonable price are important for them. Customer value is always an issue of costs and benefits.
The joint service offering for the UL network
The services must be simple and clear. Therefore, it was jointly decided to have a two-fold classification of the service components: essential and extra services. Basic services are the essential, fundamental, core services, which help the customer to solve the problem. The customer pays for them. Additional services are supporting and extra services that add value to the customer. They add the competitiveness of the offering and distinguish it from other service providers. The additional services are always combined with the basic services and they are never needed alone.
Services of ULs are knowledge-intensive. Every UL is unique, and the expertise is related to underground sciences. Service components were analyzed and defined to clarify the core structure of the services. It was jointly discussed in online workshops which service elements are essential and which of them extra for the network.
The essential services:
- Research infra
- Underground infra
- Site characterization and knowledge
- Wide expertise for underground projects
- Underground logistics
- Coordination of research projects
- Industry-specific machinery & equipment
- Support for R&D projects (e.g. funding and innovation)
- International co-operation
- Extensive networks
- References for successful projects
- Underground and industrial tours
Towards marketing design
Now we know what (potential) customers need. But are the ULs addressing essential customer pains and gains? How to transform the unique underground infrastructure into services for companies and research institutes? This is a question for each UL and for the UL network. In WP3.5 customer needs and value propositions of ULs’ products and services will be more closely matched, fitted and fine-tuned (Figure below). Service Design will be used as an approach and a virtual workshop will be arranged in spring 2020.