Improving service development through co-creation with internal users
Hagelberg, Ulla; Mölsä, Annemari (2012)
Hagelberg, Ulla
Mölsä, Annemari
Laurea-ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012052910479
https://urn.fi/URN:NBN:fi:amk-2012052910479
Tiivistelmä
Until recent days technology and efficiency in product development have outstripped customer needs in importance. However, this kind of strategy will not succeed anymore. Today's economic uncertainty and ever-stiffening competition combined with changes in the market require a new approach also to product development. The shift in business models from traditional product manufacturing business towards services is clear. In this new economy of services, the success of the business is defined by the company's ability to understand its customers and their needs and the necessity of getting involved with the end-users has been realized. The increasing importance of customer oriented mindset in product and service development has generated new concepts and methods, like service design and co-creation, to help understand the needs and values of the customer and implement them into services and products.
The purpose of this thesis is to describe how the transformation from product focused company towards service orientation has been realized so far in the case company and how co-creation with internal users could improve the service development process.
This thesis is a single case-study, using mixed methods of qualitative research such as literature and documentation, semi-structured interviews, company database and participative observation. The research approach of this case study is deductive and exploratory; starting with a review of existing research and chosen theoretical frame work to test it in practice in the case company. The thesis is finalized with an analysis and conclusions answering to the research questions. Based on the findings, as an outcome of the study, concrete development proposals are presented for the case company.
Through the study, it was found that the transformation from product dominant business logic into service dominant business requires large-scale changes across the organization. This kind of transformation cannot be done without strong leadership and commitment of the whole organization. Based on the case company evaluation, it came evident that this kind of change will take time, and the company has to be ready to redefine its strategy and operations on the way. Well planned change management has a major role of maintaining the focus and motivation during the transformation. The key for a successful transformation, however, is people, the people who have adopted the service culture and have a strong belief in good service. Through the study, it also came evident that internal users (employees) could actually bring as much value to the development process as external customers, if not even more. Using employees in co-creation creates additional value, is an advantage to the service development process and should be utilized throughout the process.
The purpose of this thesis is to describe how the transformation from product focused company towards service orientation has been realized so far in the case company and how co-creation with internal users could improve the service development process.
This thesis is a single case-study, using mixed methods of qualitative research such as literature and documentation, semi-structured interviews, company database and participative observation. The research approach of this case study is deductive and exploratory; starting with a review of existing research and chosen theoretical frame work to test it in practice in the case company. The thesis is finalized with an analysis and conclusions answering to the research questions. Based on the findings, as an outcome of the study, concrete development proposals are presented for the case company.
Through the study, it was found that the transformation from product dominant business logic into service dominant business requires large-scale changes across the organization. This kind of transformation cannot be done without strong leadership and commitment of the whole organization. Based on the case company evaluation, it came evident that this kind of change will take time, and the company has to be ready to redefine its strategy and operations on the way. Well planned change management has a major role of maintaining the focus and motivation during the transformation. The key for a successful transformation, however, is people, the people who have adopted the service culture and have a strong belief in good service. Through the study, it also came evident that internal users (employees) could actually bring as much value to the development process as external customers, if not even more. Using employees in co-creation creates additional value, is an advantage to the service development process and should be utilized throughout the process.