Streamlining a Service Process. Optimising Two-way Information Sharing in Product Development: Case Origin by Ocean
Kaarnavaara-Puutio, Mari (2021)
Kaarnavaara-Puutio, Mari
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021113022766
https://urn.fi/URN:NBN:fi:amk-2021113022766
Tiivistelmä
The objective of this thesis was to advance the commissioner’s digital service system and create a workflow that would minimise their investments in offering technical support. The aim was to use service design for improving their customer experience, service system and internal operations, eventually reaching higher efficiency of operations. This multidisciplinary study combined attributes from the fields of marketing, business development, service design and customer service with biology, chemistry and data processing. The central concepts were value creation, knowledge sharing, data-driven collaboration and productisation. The commissioner had been building an algae-based business ecosystem by processing biomass into sustainable ingredients of food, cosmetic and pharmaceutical products. Customers had been invited to the process as codevelopment partners, ideally providing test material and supplying test data.
The research questions were answered by using qualitative research methods and service design tools. They included for example literature research, interviews and benchmarking, as well as creating a stakeholder map, a customer journey map and a value proposition canvas. The results showed that customers primarily valued receiving detailed information, high-quality products and beyond-the-expectations service. Access to Alchemy, the commissioner’s business intelligence solution, was considered to be at the heart of the service concept.
The analysis performed according to the Multilevel Service Design model resulted in a Service Experience Blueprint that presents the refined customer service process with development suggestions for the service system. Encouraging customers to perform operations in the digital channels could increase the amount of self-service and the data mining could create new information for the use of all parties. Transformation of data into information and knowledge would require customers to participate stronger in the co-enrichment of the data storage. Incentives for reciprocal information sharing could include, for example, wider access to more detailed data, better service or lower prices.
The research questions were answered by using qualitative research methods and service design tools. They included for example literature research, interviews and benchmarking, as well as creating a stakeholder map, a customer journey map and a value proposition canvas. The results showed that customers primarily valued receiving detailed information, high-quality products and beyond-the-expectations service. Access to Alchemy, the commissioner’s business intelligence solution, was considered to be at the heart of the service concept.
The analysis performed according to the Multilevel Service Design model resulted in a Service Experience Blueprint that presents the refined customer service process with development suggestions for the service system. Encouraging customers to perform operations in the digital channels could increase the amount of self-service and the data mining could create new information for the use of all parties. Transformation of data into information and knowledge would require customers to participate stronger in the co-enrichment of the data storage. Incentives for reciprocal information sharing could include, for example, wider access to more detailed data, better service or lower prices.