Insights into B2B value creation : a case study of measuring customer journeys
Kettunen, Minttu (2024)
Kettunen, Minttu
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202401292162
https://urn.fi/URN:NBN:fi:amk-202401292162
Tiivistelmä
This study addressed the gap in methods and practices for examining customer journeys as mechanisms in value creation within the B2B sector. The research aimed to bridge this conceptual gap by developing a journey measuring framework based on theoretical concepts and applying it through a practical case study for WithSecure Corporation, a Finnish B2B cybersecurity company. The case study focused on refining and advancing practices for measuring and evaluating end-to-end customer journeys, with the premise that insights into customer actions, behaviors, and context could enhance overall customer experience and improve value creation.
Structured as a qualitative case study, the research employed a dual approach. Firstly, the theoretical background, enriched by five semi-structured expert interviews in B2B customer experience, was integrated into a measuring framework. Secondly, this framework was translated into an artifact tailored for the case company, following design science research principles.
The findings indicate that the customer journey acts as an interface for holistic value creation evaluation, quantifiable through three perspectives: value realization, value proposition, and value delivery. The developed framework, transformed into an artifact, offers a practical approach to measuring this value formation, contributing to bridging the gap between theoretical concepts and practical implementation of the value paradigm.
The artifact introduced has positively impacted the case company by fostering communication and initiating new discussions around customer experience topics. Despite initial concerns about the inside-out focus and high-level positioning of some metrics, stakeholders acknowledged the value of the concept of having this end-to-end visibility as a needed basis for further development activities.
Structured as a qualitative case study, the research employed a dual approach. Firstly, the theoretical background, enriched by five semi-structured expert interviews in B2B customer experience, was integrated into a measuring framework. Secondly, this framework was translated into an artifact tailored for the case company, following design science research principles.
The findings indicate that the customer journey acts as an interface for holistic value creation evaluation, quantifiable through three perspectives: value realization, value proposition, and value delivery. The developed framework, transformed into an artifact, offers a practical approach to measuring this value formation, contributing to bridging the gap between theoretical concepts and practical implementation of the value paradigm.
The artifact introduced has positively impacted the case company by fostering communication and initiating new discussions around customer experience topics. Despite initial concerns about the inside-out focus and high-level positioning of some metrics, stakeholders acknowledged the value of the concept of having this end-to-end visibility as a needed basis for further development activities.