EXECUTIVE SUMMARY

Lithoz is the market and innovation leader for ceramic 3D high-tech printing machines. The Vienna-based company is specialized to develop and produce additive manufacturing systems for the 3D printing of high-performance ceramics. Lithoz has sold over 90 machines all around the world, expanded to the United States and China, and are constantly receiving new requests. In order to continue to generate profit after the sale of a machine, the implementation of a successful after-sale service is required.

Goal

The project goal is to develop an innovative service portfolio to ensure a profitable support service and after-sales service concept. The main focus here is on finding solutions to create awareness and value for the purchase of support services. A related goal is to build an active relationship with customers. In this context, Lithoz wants to be seen more as a partner than a manufacturer. Not only short-term solutions for immediate implementation such as adjustments in the existing service portfolio but also innovative long-term solutions in order to stay competitive are requested by Lithoz.

Methodology

In order to better understand the whole background a status quo analysis was performed through secondary research. Furthermore, to get a better understanding of the internal processes of the company and to analyze the ongoing situation, an interview with one leading support-service employee was conducted. This enabled the gathering of internal information and perspectives. In addition, a customer and competitor analysis were evaluated to provide a better assessment of the customers. With the aim of creating a suitable strategy recommendation, direct and indirect competitors were analysed. Through this identification, the relative strengths and weaknesses of rivals were assessed. Additionally,
internal-, competitor- and customer- independent semi-structured interviews were conducted to gain a better understanding of customers' expectations of after-sales support. Furthermore, a customer survey, which was sent to over 300 contacts within the high-tech machine industry, was evaluated. Finally, an appropriate strategy recommendation through gap analysis and action plan was created.

Results

The results from the interviews, the secondary research, and the customer survey clearly indicated that the organizational structure was missing to make the entire after-sales service successful. With the help of the survey, it was possible to identify some of the most important customer needs in the area of service contracts and training. In support of the interview results, we have established some meaningful steps for improvement of the customer satisfaction. Also, how to create awareness among customers was a key outcome of the project. From a detailed breakdown of how to offer different service contracts, which components and types of training to include in the portfolio, to a long-term possible implementation of a customer portal were developed. Combining all the main points, everything was put together in the final action plan where some suitable and easy to implement recommendations are presented to Lithoz.

Cooperation Partner

• Lithoz GmbH
  Mollardgasse 85a/2/64-69
  1060 Vienna, Austria
  www.lithoz.com

Contact Person

• Katharina Hofhansl - khofhansl@lithoz.com

• Johannes Homa - jhoma@lithoz.com

Student Team

• Jancik Clemens Valentin

• Rothová Karin

• Schiller Matthias

• Thun Anna

Project Manager

• Caroline Fabian

• Linn Kretzschmar