A4 Conference proceedings

Concretizing customer understanding through service design: Cases on industrial servitization

Publication Details
Authors: Komulainen Miisa, Kokkonen Kirsi, Ojanen Ville
Publication year: 2020
Language: English
Related Journal or Series Information: International Society for Professional Innovation Management's Innovation Conference
Title of parent publication: XXXI ISPIM Innovation Conference - Innovating in Times of Crisis (Virtual Event)
Journal acronym: ISPIM
Start page: 1
End page: 17
Number of pages: 17
ISBN: 978-952-335-466-1
JUFO-Level of this publication: 0
Open Access: Not an Open Access publication


The purpose of this research is to reveal
the advantages as well as potential flaws of the use of service design in
concretizing customer understanding. Due to the managerial need in companies to
support their transition towards customer-driven service-based business and the
scarce earlier research about the concretized customer understanding by service
design in business-to-business context, our research focuses on companies
operating in manufacturing and software industry sectors. The empirical
research follows a qualitative approach with a multiple case study. According
to the findings of our study, use of service design has much potential in the
studied industries, as it is agreed to help in creating more systematic process
for gathering customer understanding and for taking customers along to service
development. However, paying attention to the revealed current challenges is
essential in order to improve the integration of service design to companies’
strategic service business goals.

Last updated on 2020-11-11 at 14:46