Abstract
Purpose: The advancement in digital servitization enables manufacturers to transform data from their customers’ product usage into valuable customer insights. Despite this opportunity, the empirical evidence has shown that manufacturers may struggle in capturing customer understanding (i.e., obtaining and using customer knowledge in service processes) on their own and they need to cooperate with other firms during digital servitization. This study investigates relational mechanisms and challenges of capturing customer understanding in digital servitization.
Design/Methodology/Approach: A qualitative case study was conducted in four large manufacturers that offer complex industrial systems and services to their global customers.
Findings: The findings identify relational mechanisms to capture customer understanding, through considering the scope of the problem and the manufacturer’s capability. The findings also reveal relational challenges in capturing customer understanding: industry insights, contractual, operational, and behavioural.
Originality/Value: Capturing customer understanding in digital servitization requires a relational view between the manufacturers and third parties.
Design/Methodology/Approach: A qualitative case study was conducted in four large manufacturers that offer complex industrial systems and services to their global customers.
Findings: The findings identify relational mechanisms to capture customer understanding, through considering the scope of the problem and the manufacturer’s capability. The findings also reveal relational challenges in capturing customer understanding: industry insights, contractual, operational, and behavioural.
Originality/Value: Capturing customer understanding in digital servitization requires a relational view between the manufacturers and third parties.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the Spring Servitization Conference |
| Subtitle of host publication | The Role of Servitization in Grand Challenges |
| Editors | Ali Bigdeli, Marko Kohtamäki, Rodrigo Rabetino, Tim Baines |
| Publisher | Aston University |
| Pages | 93-101 |
| Number of pages | 9 |
| ISBN (Electronic) | 978-1-85449-816-8 |
| Publication status | Published - May 2023 |
| Publication type | A4 Article in conference proceedings |
| Event | Spring Servitization Conference - Helsinki, Finland Duration: 8 May 2023 → 9 May 2023 |
Conference
| Conference | Spring Servitization Conference |
|---|---|
| Country/Territory | Finland |
| City | Helsinki |
| Period | 8/05/23 → 9/05/23 |
Publication forum classification
- Publication forum level 0