Back to Search
Start Over
Enhancing customer centricity in New Service Development in a business to business context
- Publication Year :
- 2020
-
Abstract
- his master thesis is the outcome of a journey into the New Service Development (NSD) practices of large organizations involved in business to business (B2B) innovation. The scope of the project is to generate new knowledge on the challenges that organizations face to engage business customers into their internal innovation processes. Research shows that, in B2B settings, customer involvement is one of the critical success factors for meaningful service innovation. Structuring such engagements bring to less uncertain results. In collaboration with the Innovation Labs of ING Bank, the project applies a service-centred design approach to understand the barriers for smooth customer involvement in innovation, defining a new process to structure the early stages of development taking into account the experiences of the stakeholders involved. Different research activities were conducted within the case study in collaboration with innovators, service designers, and front office professionals to explore the problem areas and define the most important challenges as experienced by professionals working on new service development in the context of B2B corporate finance. The research, both in literature and in the case study, has provided a picture of the intrinsic complexity of these processes, especially in the fuzzy front end, which is usually experimental, chaotic, difficult to plan and unpredictable. The challenges highlighted from the research are linked to a current barrier present between innovation Labs and the front office department of the bank, which is the one directly involved in customer-facing activities. This barrier prevents the smooth involvement of customers in new service development practices. Focusing on the challenges and using an iterative design approach, I have developed a new process and the tools needed to structure collaboration between the front office department and the innovation Labs to ultimately support customer-centricity in the fuzzy fr<br />Design for Interaction
Details
- Database :
- OAIster
- Notes :
- English
- Publication Type :
- Electronic Resource
- Accession number :
- edsoai.on1195488986
- Document Type :
- Electronic Resource