Recommendations of potential customer need categories and their value drivers
Davidko, Valerijs (2022)
2022
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https://urn.fi/URN:NBN:fi:amk-2022060314977
https://urn.fi/URN:NBN:fi:amk-2022060314977
Tiivistelmä
The objective of the study was to create recommendations of potential customer need categories and their value drivers to be utilized in the service design project outside of the thesis scope that aimed to develop customer oriented practical service concepts. Identifying customers’ needs and their value drivers played a crucial role in developing customer oriented practical service concepts.
This thesis followed the design research approach with qualitative data collection method and included four stages. In the first stage the relevant literature was reviewed to find the best practices on identification of customer needs and performing customer segmentation and then compiled into the conceptual framework. In the second stage current state analysis were done by conducting one workshop with the internal stakeholders to define customer profiles and eight customer interviews to identify the customers’ current data management practices, needs and their value drivers. The third stage included co-creating initial recommendations with the members of the joint project team of the service design project. The fourth stage included validation of the initial recommendation based on the feedback received from the advisors of the service design project.
Eight costumers were interviewed at the current state analysis stage. Customers were selected to cover as many industries as allowed, including those of which the case organization was least informed. This ensured a broad range of responses and perspectives, as well as as much new information as possible to deepen the customer understanding. The initial and final recommendations were created based on the new information gained from interviews as well as on the expertise and experience of each member of the service design project’s team.
The outcome of the thesis is a validated set of recommendations of customer need categories and their value drivers, which were then used for the service design project to create customer oriented practical service concepts.
This thesis followed the design research approach with qualitative data collection method and included four stages. In the first stage the relevant literature was reviewed to find the best practices on identification of customer needs and performing customer segmentation and then compiled into the conceptual framework. In the second stage current state analysis were done by conducting one workshop with the internal stakeholders to define customer profiles and eight customer interviews to identify the customers’ current data management practices, needs and their value drivers. The third stage included co-creating initial recommendations with the members of the joint project team of the service design project. The fourth stage included validation of the initial recommendation based on the feedback received from the advisors of the service design project.
Eight costumers were interviewed at the current state analysis stage. Customers were selected to cover as many industries as allowed, including those of which the case organization was least informed. This ensured a broad range of responses and perspectives, as well as as much new information as possible to deepen the customer understanding. The initial and final recommendations were created based on the new information gained from interviews as well as on the expertise and experience of each member of the service design project’s team.
The outcome of the thesis is a validated set of recommendations of customer need categories and their value drivers, which were then used for the service design project to create customer oriented practical service concepts.