Customer involvement in new service development

This case study aims at filling the research gap in the literature, by researching how customers experience customer involvement in new service development, in addition to giving insight on what are the organisational customers’ motivations to become involved in service development. These subjects are studied by conducting three interviews. The thesis gives a review of previous findings regarding customer-driven new service development, customer involvement, customer roles, modes of involvement, communication in the involvement process, what is the role of customer engagement and what are the motivational drivers for customers. The thesis also explains what new service development is and makes a distinction between new service development and new service design. The results revealed that organisational customers want to be involved throughout the development process, with active involvement in the beginning and end phases. Moreover, customers prefer face-to-face methods and active and bidirectional communication throughout the process. The findings propose seven motivational factors, a new framework for customer-driven new service development and communication process map. The managerial implications list five themes for service providers to take into consideration when involving customers to the service development process.

Asiakkaan osallistuminen palvelunkehitysprossiin

Suomessa on uudistuneen jätelain tavoitteena jätteiden lajittelun tehostaminen ja jätemäärien pienentäminen. Tutkimuksen tavoitteena oli selvittää miten asiakas voi osallistua uuden palvelun kehittämisprosessiin. Empirian kautta vastattiin kysymyksiin millainen on asiakkaan halukkuus ja valmius osallistua palvelunkehittämiseen ja mikä on asiakkaiden palaute palvelun ominaisuuksista. Tutkimus toteutettiin tapaustutkimuksena, jossa tutkittavana oli Aalto-yliopiston jätteiden raportointi- ja suunnittelupalvelun (Kierrätyspalvelin) palvelunkehitysprosessi. Tiedonkeruumenetelmänä oli yksilö- ja ryhmäteemahaastattelut. Tutkimustuloksena esitettiin Kierrätyspalvelimen palvelunkehitysprosessin malli. Tärkeimpänä tutkimuksellisena havaintona oli, että haastateltavat toimivat lähinnä tiedonlähteinä tarpeistaan. He osallistuivat palvelun ominaisuuksien testaukseen ja määrittelyyn.

Siilot organisaatiokulttuurisena ilmentymänä

Organisaatioiden siiloutuminen on monissa yhteyksissä todettu haasteeksi, jopa kansalliseksi tuottavuusongelmaksi. Organisaatiokulttuurin voimaan kiinnitetään kasvavassa määrin huomiota myös johtamistutkimuksessa. Tämän työn tavoitteena oli tutkia organisaatioteorian eri lähestymistapojen kautta organisaatiokulttuuria ja sen yhteyttä yhtiöstrategian toteuttamiseen asiantuntijaorganisaatiossa, sekä tarkentaa siiloutumista tukevia ja toisaalta yhtenäisen organisaatiokulttuurin kehittymiseen vaikuttavia tekijöitä elinkeinoyhtiökontekstissa. Tutkimus toteutettiin kvalitatiivisena tapaustutkimuksena seudullisessa elinkeinoyhtiössä. Tutkimusmenetelmänä käytettiin puolistrukturoitua teemahaastattelua. Tutkimuksessa haastateltiin kohdeorganisaation eri yksiköt huomioiden asiakasrajapinnassa toimivaa henkilöstöä, jolla on keskeinen rooli yhtiöstrategian käytännön toteutuksessa. Tutkimuksen tuloksina tunnistettiin asiantuntijaorganisaation sisäisiin rajoihin liittyviä haasteita ja siilomaiseen toimintaan johtavia organisaatiokulttuurisia syitä sekä esitettiin keinoja siilojen poistamiseen. Tutkimuksen tuloksena kiteytettiin myös organisaatiokulttuurisia aktioita, joilla voidaan edistää strategian toteuttamista asiantuntijaorganisaatiossa. Lisäksi tutkimus antoi uutta tutkimuksellista tietoa siiloista tutkimuskohteena olleen elinkeinoyhtiön toimintaympäristön kautta. Tutkimuksen perusteella elinkeinoyhtiökontekstin vaikutukset heijastuvat organisaatiokulttuurissa siiloja ja siiloutumista vahvistavana keskeisimmin kolmesta syystä, joita ovat: 1) julkiselle kehittämisorganisaatiolle asetetut laajat ja osin erisuuntaiset tehtävät, 2) kuntarahoittajien ja yritysasiakkaiden asiakkuusroolien erilaisuus sekä 3) julkisella hankerahoituksella toteutettavat projektit.

Customer orientation and innovativeness:differing roles in new and old Europe

Burgess and Steenkamp [Burgess, S. M., & Steenkamp, J. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337-356.] have pointed out that marketing knowledge derives almost exclusively from research conducted in high income, industrialized countries. However, the generalizability of marketing knowledge should also be tested in emerging markets. We demonstrate that returns on customer orientation and organizational innovativeness play out differently in New versus Old Europe. Contrary to previous research, we find that customer focus is at least as important in New Europe as in our Old European country, while organizational innovativeness appears more important in New Europe to drive both customer service and financial performance.

Linking customer satisfaction, quality, and strategic planning

By acknowledging and dissecting the interconnected roles of customer satisfaction, quality, and strategic planning, this paper provides an analytical framework for creating a customer-driven organization and culture. It shows how quality starts and ends with the customer. Companies that are achieving long-term continuous improvement in quality tailored to customer satisfaction possess lasting characteristics such as customer orientation, customer consciousness, and customer responsiveness. In doing so, they liberate the quality concept from the narrow product or service focus to encompass total conformance to customer requirements in spite of the existing functionalization and departmentalization of modern complex structures. In addition to these key components, a customer-driven organization demands building and nurturing a customer satisfaction culture and value system that makes quality improvement and heightened concern for customer satisfaction a permanent aspect of organizational life.

Salesperson's customer orientation in the personal selling process and in the use of personal selling techniques in the business-to-business setting

Selling is much maligned, often under-valued subject whose inadequate showing in business schools is in inverse proportion to the many job opportunities it offers and the importance of salespeople bringing incomes to companies. The purpose of this research is to increase the understanding of customer-oriented selling and examine the influence of customer-oriented philosophy on selling process, the applicability of selling techniques to this philosophy and the importance of them to salespeople. The empirical section of the study is two-fold. Firstly, the data of qualitative part was collected by conducting five thematic interviews among sales consultants and case company representatives. The findings of the study indicate that customer-oriented selling requires the activity of salespeople. In the customer-oriented personal selling process, salespeople invest time in the preplanning, the need analysis and the benefit demonstration stages. However, the findings propose that salespeople today must also have the basic capabilities for executing the traditional sales process, and the balance between traditional and consultative selling process will change as the duration of the relationship between the salesperson and customer increases. The study also proposes that selling techniques still belong to the customer-oriented selling process, although their roles might be modest. This thesis mapped 75 selling techniques and the quantitative part of the study explored what selling techniques are considered to be important by salespeople in direct selling industry when they make sales with new and existing customers. Response rate of the survey was 69.5%.

Customer-related skills and capabilities in knowledge-intensive business services

The roles of knowledge and customer involvement form distinct features in providing knowledge-intensive business services. The objective of this study was to investigate the customer-related skills and capabilities of knowledge-intensive business services. The research was carried out as case study, involving two polar cases. The other case represented customized services, and the other standardized services. The research method was qualitative, and included focus group workshops, individual interviews and a survey. The capabilities of business services have been mainly studied on organizational level. This study provides valuable insight into the role of individual skills as a part of capabilities of knowledge-intensive business services. According to this study, the most important capabilities are related to acquiring and integrating of knowledge, resource management, managing the customer’s role as a co-producer of the service, and active and effective communication. The study indicates that the level of tacit knowledge is high in the needed individual skills. Based on the study, the needed capabilities and skills are affected by the level of customization of the service, the demand for customer knowledge, the demand for consultation and the stage of the service providing.

Ambidextrous leadership in customer contact centre organization

In a modern dynamic environment organizations are facing new requirements for success and competitive advantage. This also sets new requirements for leaders. The term of ambidexterity is used in relation with organizations that are able to manage short-term efficiency and long-term innovation simultaneously. Ambidextrous leaders have the same capability at an individual level. They are able to balance between efficiency and flexibility. This study examined the confrontation of these two competing concepts in the leadership perspective. The aim of the study was to understand this recently arisen concept and its antecedents and examine what is currently known about ambidextrous leadership. This was a case study with data collected through theme interviews in a result orientated customer centre organization that has a cultural change at hand when it comes to leadership and empowerment. Organization wants to be efficient and flexible at the same time (a.k.a. ambidextrous) and that requires new type of leadership. In this study the aim was to describe the capabilities and criteria for ambidextrous leader and examine the leadership roles related to ambidextrous leadership in different hierarchical levels. The case organization had also created systematic means to support this cultural change and the effects of the process related to leadership were studied. This study showed that the area is yet widely unexplored and contradictory views are presented. This study contributes to the deprivation of study of ambidexterity in leadership and individuals. The study presents a description of ambidextrous leadership and describes the capabilities of ambidextrous leader. Ambidextrous leaders are able to make cognitive decisions between their leadership style according to situation that requires either leadership related to efficiency such as transactional leadership or leadership related to flexibility such as transformational leadership. Their leadership style supports both short-term and long-term goals. This study also shows that the role of top management is vital and operational leaders rely on their example.

MARKETING COMMUNICATIONS IN B2B COMPANIES – The Roles of Marketing Communication Tools in the Digital Age

Marketing communications has gone through significant changes during the last decades and new online tools have been leading this change for the last decade. Now, in the digital age, if wanting to be successful companies need to experiment new things and seize the opportunities online provides and adapt to the new environment. However, during this time the marketing communication mix and the meanings given to the various components of it have not changed dramatically, and personal selling, direct marketing, sales promotion, advertising and public relations activities are still regarded as important tools in the marketing communications mix. The purpose of this study was to examine business-to-business marketing communications and the tools used by companies in their marketing communications efforts in the digital age and in a global environment. The research questions dealt with the marketing communication tools and their roles as well as the role of online marketing communication and the way it has shaped the field of b2b marketing communications. In order to answer these questions, qualitative approach was chosen and the data was collected by theme interviews with six representatives of Finnish global companies from the b2b sector being interviewed. The theoretical framework covers the general field of b2b marketing communications and its main elements. The online environment as well as the concept of a global marketplace and integrated approach to marketing communication activities is also discussed. The theory was supported by the interviews regarding the activities and roles of the marketing communication tools and both theory as well as the interviews found personal selling to be a vital tool. However, the importance of online has grown and online marketing activities have risen right next to personal selling. The use of analytics and marketing automation was found to be of great interest in the interviews and they were seen as a growing domain in b2b marketing communications. The importance of targeted and personalised messages from relevant medias was a repeating theme as was the customer-centric approach in marketing communication activities. Also, offline and online tools and channels were seen as something that should be treated together as an entity rather than as separate activities. Relevant content created according to the needs of the customer with the gathered data from analytics were seen as the future of b2b marketing communications. Online has added its input to the more traditionally perceived tools and they are executed within the framework of the digital age. Nevertheless, even though online has increased its presence in the b2b marketing communications mix, the more traditionally perceived marketing communication tools, especially personal selling, have not lost their meaning or place in the b2b marketing communication mix.

Content marketing performance measurement system in the context of customer acquisition

This thesis examines how content marketing is used in B2B customer acquisition and how content marketing performance measurement system is built and utilized in this context. Literature related to performance measurement, branding and buyer behavior is examined in the theoretical part in order to identify the elements influence on content marketing performance measurement design and usage. Qualitative case study is chosen in order to gain deep understanding of the phenomenon studied. The case company is a Finnish software vendor, which operates in B2B markets and has practiced content marketing for approximately two years. The in-depth interviews were conducted with three employees from marketing department. According to findings content marketing performance measurement system’s infrastructure is based on target market’s decision making processes, company’s own customer acquisition process, marketing automation tool and analytics solutions. The main roles of content marketing performance measurement system are measuring performance, strategy management and learning and improvement. Content marketing objectives in the context of customer acquisition are enhancing brand awareness, influencing brand attitude and lead generation. Both non-financial and financial outcomes are assessed by single phase specific metrics, phase specific overall KPIs and ratings related to lead’s involvement.

The roles and tasks of salespeople in Software-as-a-Service company's value-based sales process

Recent research in relationships marketing and sales and sales management emphasizes companies’ ability to create customer value as a core of all business-to-business relationships. The role of individual salespeople in business relation-ships is commonly acknowledged, but has been largely neglected in extant literature. This study offers especially more detailed perspective on salespeople’s roles and tasks in business-to-business value-based sales process. It focuses especially on Software-as-a-Service business environment. The objective of the study is to find out how salespeople can create value in Software-as-a-Service value-based sales process. It determines value-based sales process, salespeople’s roles and tasks in it, and combines value assessment in to process. The results indicate that salespeople have to adapt different selling roles and tasks in Software-as-a-Service value-based sales process to be able to support the customer’s value-in-use experience. The process itself is highly complex, consisting of multiple facets and selling behaviors, and involves relevant actors from both parties of relationship. The study concludes with a discussion of possibilities that provide interesting aspects for future research.

Customer Support, Motivation to participate and participation in services : a first step.

International audience

Customer Loyalty toward grocery retailing service: a multidimensional approach to costumer perceived value

Structured abstract Purpose: To deepen, in grocery retail context, the roles of consumer perceived value and consumer satisfaction, as antecedents’ dimensions of customer loyalty intentions. Design/Methodology/approach: Also employing a short version (12-items) of the original 19-item PERVAL scale of Sweeney & Soutar (2001), a structural equation modeling approach was applied to investigate statistical properties of the indirect influence on loyalty of a reflective second order customer perceived value model. The performance of three alternative estimation methods was compared through bootstrapping techniques. Findings: Results provided i) support for the use of the short form of the PERVAL scale in measuring consumer perceived value; ii) the influence of the four highly correlated independent latent predictors on satisfaction was well summarized by a higher-order reflective specification of consumer perceived value; iii) emotional and functional dimensions were determinants for the relationship with the retailer; iv) parameter’s bias with the three methods of estimation was only significant for bootstrap small sample sizes. Research limitations:/implications: Future research is needed to explore the use of the short form of the PERVAL scale in more homogeneous groups of consumers. Originality/value: Firstly, to indirectly explain customer loyalty mediated by customer satisfaction it was adopted a recent short form of PERVAL scale and a second order reflective conceptualization of value. Secondly, three alternative estimation methods were used and compared through bootstrapping and simulation procedures.

Pharmacist professionals in the prevention of drug abuse: updating roles, and opportunities

The objective of this paper was to prepare and provide resources to pharmacists and other healthcare professionals, enabling them to carry out a critical analysis on drug abuse, acquiring knowledge in several areas that effectively contribute to their personal development in this professional field. Professionals play a crucial role in the reduction and prevention of substances abuse, since they are able to advise patient about illicit drugs, psychotropic medicines and alcohol abuse. There is an urgent need to specialize pharmacists to act in the national public health service and contribute to actions aimed at the surrounding community.

Multiclass Hammersley-Aldous-Diaconis process and multiclass-customer queues

In the Hammersley-Aldous-Diaconis process, infinitely many particles sit in R and at most one particle is allowed at each position. A particle at x, whose nearest neighbor to the right is at y, jumps at rate y - x to a position uniformly distributed in the interval (x, y). The basic coupling between trajectories with different initial configuration induces a process with different classes of particles. We show that the invariant measures for the two-class process can be obtained as follows. First, a stationary M/M/1 queue is constructed as a function of two homogeneous Poisson processes, the arrivals with rate, and the (attempted) services with rate rho > lambda Then put first class particles at the instants of departures (effective services) and second class particles at the instants of unused services. The procedure is generalized for the n-class case by using n - 1 queues in tandem with n - 1 priority types of customers. A multi-line process is introduced; it consists of a coupling (different from Liggett's basic coupling), having as invariant measure the product of Poisson processes. The definition of the multi-line process involves the dual points of the space-time Poisson process used in the graphical construction of the reversed process. The coupled process is a transformation of the multi-line process and its invariant measure is the transformation described above of the product measure.