Creating customer value with self-service analytics
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Value from services is usually measured at the management level but the users work in the operational domain. The management is often too focused on the monetary tradeoff of buying a service and the value gained from using the service. Business users have different needs and value perception than the management. Analytics is often seen as too technical to be understood and the ideology is that technology is the enabler and the problem solver. The human and organization capabilities are not considered when planning a service as technology aspect is the priority. Analytics can be used to deliver customer value in multiple stages depending on the service providers capabilities. Self-service enables new ways to deliver and co-create value to and with the customer, so the customer can choose the most fitting service for themselves. The research was conducted in two different parts. The first part is literature review where the theory backgrounds of relevant topics are introduced. The literature review chapters aim to define the ways that customer value can be defined and perceived. Analytics chapter introduces how analytics creates value and how the information assets can be managed through capabilities. Self-service chapter defines how to get people to adopt self-service technologies and the main reasons of using self-services i.e. the customer value in self-service compared to interpersonal service. The second part is the empirical research. The empirical part was conducted by series of surveys and group interviews to gain knowledge about how the case company approaches the future demands of the customer and their own ability to offer the services. The results of the research are meant as an insightful way to rethink the process of creating customer value in the analytics domain. The process should start with identifying the needs of customers and the business problems. The business problems are tied to customer needs and into the processes. As the different parts are connected, measuring the effectiveness and dynamic development can be done. Choosing the correct technologies and tools is much simpler when the gap between the current state and the target state is identified and the organization’s capabilities as assessed. The capabilities will evolve over time as the people develop their skills of utilizing technologies. Customer value is created by understanding the customer and offering solutions to the business problems of the customer.