Developing Customer Insight Process for Multi-business, Multimarket Company
Koljonen, Heli (2021)
Koljonen, Heli
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061416015
https://urn.fi/URN:NBN:fi:amk-2021061416015
Tiivistelmä
In the current fiercely competitive business environment, the importance of customer understanding in achieving competitive advantage, is undeniable. An in-depth understanding of customers, their needs and formation of the value perception, as well as an understanding of their customer experience are essential. Meaningful solutions can be created only based on this customer insight. In the current digital information society, more customer data is available than ever, but customer data alone does (not) create insight. The information needs to be analyzed and assessed in the context related to customers and companies. Only then is customer insight generated. However, customer insight only becomes useful when it leads to action or can be used to support decision-making in the company. When utilized at its best, it generates new insights and solutions that are beneficial for both the customer and for the company’s business goals.
The purpose of this thesis is to find out what kind of internal process can ensure generation of customer insight. In the multi-business, multimarket case company, one focus area is synergy benefits. In practice, a customer insight process was developed for the target company. At the same time, the thesis explores how well the methods and tools used in design thinking function as internal tools of the company in supporting the generation of new insights, as well as in the collection and editing of internal tacit customer information into a stored and shared format.
The process was developed on the basis of a theoretical framework. The knowledge base examines customer-centric business logic and views on value creation for customers. Similarly, customer understanding, and related processes are viewed from the perspective of different theories. Finally, the visual methods of design thinking and their use in conveying customer research information, helping to create a common vision and in their communication to both internal and external partners are mapped out.
The empirical approach was constructive and phased as such. The data were collected using a variety of qualitative methods, several of which were also participatory. The members of the target organization were involved both in the development and in the testing of the process. Participation was aimed to ensure the commitment of future users and to take their needs into account in developing the process.
A key conclusion from the developed process is that, in the context of the target organization, the responsibilities must be clearly divided into centralized and decentralized ones and defined separately for each. Likewise, at the implementation level, the process requires customization according to different businesses’ needs. As a further development proposal, aspects that should be included in the process in other types of organizations are highlighted. Methods of design thinking proved to work well for the purposes for which they were used.
The purpose of this thesis is to find out what kind of internal process can ensure generation of customer insight. In the multi-business, multimarket case company, one focus area is synergy benefits. In practice, a customer insight process was developed for the target company. At the same time, the thesis explores how well the methods and tools used in design thinking function as internal tools of the company in supporting the generation of new insights, as well as in the collection and editing of internal tacit customer information into a stored and shared format.
The process was developed on the basis of a theoretical framework. The knowledge base examines customer-centric business logic and views on value creation for customers. Similarly, customer understanding, and related processes are viewed from the perspective of different theories. Finally, the visual methods of design thinking and their use in conveying customer research information, helping to create a common vision and in their communication to both internal and external partners are mapped out.
The empirical approach was constructive and phased as such. The data were collected using a variety of qualitative methods, several of which were also participatory. The members of the target organization were involved both in the development and in the testing of the process. Participation was aimed to ensure the commitment of future users and to take their needs into account in developing the process.
A key conclusion from the developed process is that, in the context of the target organization, the responsibilities must be clearly divided into centralized and decentralized ones and defined separately for each. Likewise, at the implementation level, the process requires customization according to different businesses’ needs. As a further development proposal, aspects that should be included in the process in other types of organizations are highlighted. Methods of design thinking proved to work well for the purposes for which they were used.