Abstract
Based on several research projects and close
co-operation with leading security providers and their
customers, we have identified some gaps between security
providers' and customers' views on security. Currently,
security providers seek to offer more and more
comprehensive security solutions, whereas customers are
not automatically willing to commit themselves to one
security provider. For a service provider, it seems to be
a challenge to understand specific customer needs and
benefits related to security services. Marketing of
security solutions is mainly based on negative
arguments, i.e. risks, threats etc., whereas customers
would welcome more positive outcomes, i.e. promises of
good functionality and financial benefits. How the
customer sees the security and what the salesman talks
about are often two different things. In this paper, we
provide a new framework of Customer Security Environment
as a solution that helps security providers to
promote more customer-dominant logic in their business.
This paper answers the following research
question: How can security services better promote and
provide benefits to the customers' business?
Original language | English |
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Title of host publication | Future Security 2011 Proceedings. Joachim Ender, Jens Fiege (Eds.) |
Editors | Joachim Ender, Jens Fiege |
Place of Publication | Berlin |
Pages | 380-385 |
Publication status | Published - 2011 |
MoE publication type | A4 Article in a conference publication |
Event | 6th Security Research Conference "Future Security 2011" - Berlin, Germany Duration: 5 Sept 2011 → 7 Sept 2011 |
Conference
Conference | 6th Security Research Conference "Future Security 2011" |
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Country/Territory | Germany |
City | Berlin |
Period | 5/09/11 → 7/09/11 |
Keywords
- security
- services
- customer benefits