Self-service 45#
A part of the value creation is transferred to the customer in exchange for a lower price of the service or product. This is particularly suited for process steps that add relatively little perceived value for the customer, but incur high costs. Customers benefit from efficiency and time savings, while putting in their own effort. This can also increase efficiency, since in some cases, the customer can execute a valueadding step more quickly and in a more target-oriented manner than the company.
Examples: Iconic Cases
How they do it: AWS cloud computing can be set up by every business independently without needing to talk to a AWS representative. Extensive tutorials and documentation help the customers to act and use the service as independent as possible. However, in case support is needed, AWS has it available.
Learn more about Amazon Web Services →
How they do it: Initially, Ryanair did not offer customers the possibility of contacting them by email or webform, only through a premium rate phone line, by fax or by post. Also, customers are directed to self-check-in terminals or online check-in – if they opt to check in at the airport, they are liable to a $45 surcharge. On the flight, no food and beverages are distributed, they must be purchased on demand, further reducing customer service and customer interaction expenses.
Learn more about Ryanair →
How they do it: IKEA stores have three main areas, the exihibition area, self-service area, and warehouse. Products from the self-service area are grab and go articles. Larger products and furniture is presented in the exhibition area and numbered. The customer then has to pick-up the individual parts of the furniture according to the numbers in the warehouse area and proceed to the check-out.
Learn more about IKEA →
How they do it: The customer’s order details are requested online in a structured manner, allowing the customer to order anytime and anywhere without the need to talk to a sales representative.
Learn more about Flyeralarm →
How they do it: Instead of table service, customers at McDonalds have to order at a counter and carry the food to their table. Through this, the food can be offered at competitive prices through decreased labour costs in the service part of the restaurant.
Learn more about McDonald's →
Below, the top industries for the pattern "Self-service" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Top Industries
18% of firms using pattern
11% of firms using pattern
5% of firms using pattern
All Industries
Below, the pattern "Self-service" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
Top Co-Occurrences
5 pattern co-occurrences
4 pattern co-occurrences
3 pattern co-occurrences