Everywhere we read and hear about digitization. But what is behind it? How does it create concrete value for customers and the company and which technologies are relevant when and how? To share knowledge and skills, we offer the well attended course CAS Data Product Design / Smart Service Engineering. To strengthen the conceptual skills acquired in the course, we are very happy that we can conduct an intensive two-day workshop in the highly inspiring spaces of the Mobiliar Forum Thun. Many thanks to Mobiliar for enabling this and to Ina Goller for the multiple moderation of the workshop.

The buzz word "digitization" has become an everyday term. Over the last few years, it has expanded into broad areas of society and the economy. As a result of digitization, large amounts of data have accumulated, e.g. from processes, from systems for managing customers (CRM) and resources (ERP), or from customer behavior on the Web or in social media. More recently, more and more data has been generated about networked products and systems. Behind this are technological drivers such as the cost-effective and broad availability of connectivity based on the Internet of Things (IoT), sensors and actuators or advanced analytics.

Against the background of these promising technological innovations, the focus on customer benefits is often neglected. Digitization projects often only aim to automate and increase the efficiency of processes. Customers benefit only indirectly from this. However, digitalization can have a direct impact on customer benefits and create better or new customer experiences if it is appropriately designed. However, the targeted collection and processing of data plays an important role. A successful implementation of data-based approaches must be designed from the customer's point of view and at the same time exploit the potential of the new technologies.

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