Recognizing and understanding customers' needs and how
they change provides important
opportunities for innovation, sales growth,
competitiveness and profits. We have
carried out several research projects on service business
and the value of service to customers.
The purpose of this conceptual paper is to summarize our
basic understanding of
corporate customers' service needs, which has emerged
during these research projects.
We combine our experience of case studies with
information collected from workshops
and literature study. We discuss service needs and value
from several viewpoints, such
as risk, reference-dependence, financial and experiential
value, systems and context
specificity. We also describe the dynamic nature of
customer needs. The results can be
applied to companies as they develop their capabilities
in customer understanding and
service business development.
|VTT Symposium on Service Innovation
|18/08/11 → 18/08/11