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Leveraging Customer Information in New Service Development: An Exploratory Study Within the Telecom Industry
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

There is an increasing pressure on service firms to innovate and compete on new offerings. As our lives become more digitized through the ubiquitous connectivity by the usage of digital devices, companies are now able to collect vast amount of various data in real-time, and thus, know radically more about their customers. Companies could leverage on this growing body of data and developing relevant services based on customer demands accordingly. One industry compelled to benefit by utilizing customer information is the telecom industry due to fierce competition and a need of innovation in a saturated market. Hence, the purpose of this study is to investigate how telecom companies use customer information in their development process of new services by answering the research question: How do telecom companies use customer information within their New Service Development process? To illuminate this, a qualitative research was conducted on three Swedish telecom companies. The findings indicate that telecom companies possess a beneficial position since they are able to collect a vast amount of data about their customers due to the digital nature of their services. However, they struggle to efficiently integrate the data and seamlessly disseminate the obtained knowledge internally. Hence, leveraging customer information in new service development has not reached its full potential and how well it is incorporated is determined by the skills of key employees and their collaboration rather than deployed internal processes.

Place, publisher, year, edition, pages
2018. , p. 58
Keywords [en]
New Service Development, Customer Information, Information Technology, Information Management, Knowledge Dissemination, Data-driven Decision Making, Telecom Industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-354565OAI: oai:DiVA.org:uu-354565DiVA, id: diva2:1221756
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2018-06-21 Created: 2018-06-20 Last updated: 2018-06-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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More languages
Output format
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