Tjänstesektorn utgör idag över 70 % av BNP i Sverige (the world bank group.org, 2005), vilket innebär att tjänster är en viktig del i Sveriges ekonomi. Dock är misslyckandegraden hög när nya tjänster skall introduceras. En tänkbar orsak till detta är att företagen inte lyckas hitta de latenta behoven deras kunder har. Det finns tankar inom forskarvärlden att dessa skulle kunna hittas genom att involvera kunden i tjänsteutvecklingsprocessen (se till exempel Sandén 2007). I dagsläget är forskningen inom kundinvolvering vid tjänsteutveckling dock begränsad. Denna uppsats kommer att behandla kundinvolvering i tjänsteutvecklingen. Syftet med uppsatsen består av två delar, varav det första är att beskriva hur AB Storstockholms lokaltrafik (SL) ser på, tillämpar och definierar kundinvolvering vid tjänsteutveckling. Den andra delen av syftet består i att undersöka om SL använt sig av någon annan kundinvolveringsmetod än de som finns representerade i teorin rörande kundinvolvering vid tjänsteutveckling. Vi har i denna uppsats valt att genomföra en kvalitativ undersökning baserad på delvis strukturerade intervjuer. Vi anser oss kunna se att SL:s syn på kunders medverkan vid utveckling av tjänster överlag är positiv, men att de inte klart definierat vad kundinvolvering innebär. De metoder de använt sig av för att involvera sina kunder i projekt Vagn 2000 kan, i kombination med varandra, ses som en kundinvolveringsmetod, men inte som någon ny sådan. Vi kan också se att kunderna i huvudsak varit involverade i de senare faserna av utvecklingsprocessen samtidigt som det i teorin finns bäring för att kunderna kan involveras i samtliga faser. Vi anser att involveringen skall ske i så många steg som möjligt. Om företagen kan stämma av sina tankar om nya tjänster mot vad kunderna vill ha, så kan de troligtvis snabbare styra om resurser från projekt som kunderna inte tror påtill de som kunderna vill ha. / Today in Sweden the service sector consists of more than 70% of GDP, hence services have become an important part of the Swedish economy. However, when new services are introduced they are often accompanied with a high degree of failure. One cause to this may be that the company does not find the latent need the customer have. There are ideas in the research community that these could be found by involving the customer in the service development (see e.g. Sandén 2007). Today the research in customer involvement in service development is limited. This thesis concerns costumer involvement in service development. The purpose of the thesis consists of two separate parts; the first describes how AB Storstockholms lokaltrafik (SL) view, applies and define costumer involvement in service development, the second, is to investigate if SL has used any other method than the ones represented in theory concerning customer involvement in service development. We have in this thesis chosen to perform a qualitative study based on semi-structured interviews. We conclude that SL´s overall view on customer involvement in service development is positive, however they have not clearly defined what customer involvement means. The methods they have used to involve their customer in a project called Vagn 2000 can combined together be viewed as a costumer involvement method, even though not a new one. We can also see that the customer mainly have been involved in the late phases of the service development process, whereas in theory the costumers is recommended to be involved in all phases. Our opinion is that the customer should be involved in as many phases as possible. If the companies could adapt their objectives to the customer need, they could probably direct their resources from projects that are not supported by the customer into projects supported by them.

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Bakgrund: Tjänstefiering i tillverkningsföretag är ett aktuellt ämne där företag övergår från att endast sälja varor till att erbjuda kombinationer av varor och tjänster. Denna förändring är inte helt enkel eftersom företaget måste förbättra attityden mot tjänster i företagskulturen samt upprätta lämplig infrastruktur för produktionen av tjänster. Genom att använda sig av extern tjänsteleverans där man samarbetar med en annan part är det möjligt att bli mer flexibel och dela riskerna. Syfte: Syftet med denna uppsats är att identifiera och kategorisera utmaningar med tjänsteproduktion för en serviceorganisation i ett tillverknings-företag. Vidare analyserar vi även hur användningen av externa tjänste-leverantörer påverkar dessa utmaningar. Genomförande: Genom att göra en fallstudie på ett tjänstefierat tillverkningsföretag i Sverige, och intervjua fyra chefer inom serviceorganisationen har vi haft möjlighet att utöka och fördjupa den nuvarande litteraturen som handlar om utmaningar med extern tjänsteleverans. Teori: Ett teoretiskt ramverk med utmaningar i de tre delarna av tjänste-produktion har skapats; tjänsteutveckling, intern organisatorisk design och leverans av tjänster. Slutsats: Att använda sig av externa partners vid leverans av tjänster medför flertalet utmaningar för en serviceorganisation i ett tillverkningsföretag. Vår studie visar även att extern leverans av tjänster påverkar vissa utmaningar med tjänsteutveckling såväl som med intern design av en organisation.

Course/Level: Master thesis, Strategic Marketing Management Authors: Daniel Andersson, Pontus Hjertqvist Thesis advisor: Jukka Hohenthal Title: Customer Involvement in New Service Development: Organizational Implications and Challenges Background: The nature of services is becoming technology-based, which implies that customers are becoming increasingly autonomous from the service firm. Understanding how to involve customers in the development process of such services as well as to recognize the challenges brought by customer involvement in this context should be seen as key issues for developing successful new services. Research questions: RQ1: How are customers involved in the development process of technology-based services? RQ2: How do challenges brought by customer involvement impede new service development? Purpose: The purpose of this thesis was to explore how an organization within the banking industry in Sweden involves its customers in the new service development process Methodology: A qualitative single embedded case study strategy, combining inductive and deductive reasoning. The empirical investigation was conducted using a triangulation of secondary data and primary data collected from semi-structured interviews. Conclusion: Customers are involved in three out of four of the fundamental phases in the development process. The findings acknowledged that a lack of formal routines and process of managing customer involvement impeded the organization to successfully involve customers in their new service development programs. As such, the findings suggests that organizations need to employ a new organizational design optimized for customer involvement in their NSD-programs, where current structures, processes, and mindsets need to be adjusted accordingly. Keywords: New service development, customer involvement, technology-based services, organizational challenges.

Titel: CRM som källa för idéer till utveckling av nya tjänster Nivå: Kandidatexamen, C-uppsats Författare: Erik Salzmann & Torbjörn Kirkevold Handledare: Sarah Philipson   Datum: 1/9-14   Syfte: Syftet men denna studie är att undersöka hur CRM-system används som verktyg för tjänsteutveckling i svenska tjänsteföretag. Från detta formulerades undersökningens forskningsfråga:   Hur skapar tjänsteföretag nya innovativa tjänster med hjälp av Costumer Relationship Management?   Metod: Undersökningen är gjord med hjälp kvalitativ metod. Telefonintervjuer har legat som grund för datainsamling genom tio respondenter som är aktiva CRM-användare. Respondenterna är valda via ett bekvämlighetsurval. Vi har tillämpat abduktiv metod i granskning av material. Empirin redovisas i form av en matris där vi visar upp likheter mellan respondenternas svar.   Resultat & slutsats: Alla lagrar inte lika mycket information, men majoriteten gör det på något sätt. Det finns en koppling mellan teori och praktik i svenska tjänsteföretag. Företag använder sig av kundernas input via CRM-system som underlag för att utveckla och skapa nya innovativa tjänster.   Förslag för fortsatt forskning: Vi föreslår att framtida forskare fördjupar sig hur det ser ut i en specifik bransch eller att undersöka kundernas perspektiv. Undersöka skillnader mellan stora respektive små tjänsteföretag.   Uppsatsens bidrag: Uppsatsen ger en inblick i hur svenska tjänsteföretag använder sig av CRM i utvecklingen och skapandet av nya tjänster. / Title: CRM as a source for ideas to developing new services Level: BBA thesis Author: Erik Salzmann & Torbjörn Kirkevold Supervisor: Sarah Philipson   Date: 1/9-14   Aim: The aim with this study is to investigate how CRM-systems are used as a tool for service development in Swedish service companies. After this the research question was formulated:   How are service companies creating new innovative services using Costumer Relationship Management.   Method: The research was conducted using qualitative methods. Telephone interviews have been the basis for data collection by ten respondents who are active CRM users. The respondents where selected using a convenience sample. We have applied the abductive aproach in reviewing the material. The empircal data presented in the form of a matrix where we show the similarities’ between the respondents’ answers.   Results & Conclusion: All companies using CRM does not store equally amount of information but the majority does it in some way. There is a link between theory and practice in Swedish service companies. Companies use customer input via the CRM system as a basis for developing and creating new innovative services.   Suggestion for further research: We suggest that future researcher immerse in a specifik industry or investigate customers’ perspective. Research on the differences of small versus large service companies.   Contribution of the thesis: The thesis contributes to an insight of Swedish service companies that uses CRM in the development and creation of new services.

O objetivo geral deste trabalho é apresentar um modelo de implantação de serviços de correspondentes bancários em instituições financeiras, com foco na inclusão social e na rentabilidade. Partindo do levantamento de requisitos, baseado em levantamento bibliográfico e pesquisa junto a especialistas do sistema bancário, foi estabelecida uma sistemática para implantação desse serviço em uma instituição financeira. O trabalho é desmembrado em três artigos: O primeiro artigo apresenta um levantamento de experiências de serviços bancários para inclusão social por meio de uma revisão das publicações com o objetivo de entender as melhores estratégias e práticas utilizadas em experiências similares passiveis de aplicação no serviço de correspondentes bancários. Para essa pesquisa foi utilizado o método de revisão sistemática nas bases de Periódicos Capes, Plataforma Scielo e Google Acadêmico, com artigos publicados entre os anos de 1999 e 2013. O segundo artigo apresenta o levantamento e análise dos requisitos para o processo de implantação do serviço sob o ponto de vista dos correspondentes. Utiliza-se para a análise dos requisitos o método de QFD (Desdobramento da Função Qualidade). O terceiro artigo propõe a criação de um modelo para implantação de um novo serviço bancário. Nessa parte do trabalho foi utilizado como referência modelos para desenvolvimento de novos serviços. Como principais resultados destacam-se a identificação das estratégias utilizadas para correspondentes bancários, a economia financeira gerada na utilização deste canal de distribuição, a análise dos requisitos necessários para a implantação do modelo de negócios, os procedimentos necessários para a inclusão de novos serviços com a oportunidade de rentabilidade e atendendo questões de cunho social. Por fim, desenvolve-se um plano de implantação que pode servir de conhecimento para outras instituições bancárias que possuam os mesmos objetivos de lucratividade, bancarização e inclusão social. / The general objective of this paper is to present a model of deploying banking correspondents services in financial institutions, with a focus on social inclusion and profitability. Starting from the requirements survey based on literature and research with banking system experts, it was established a system for implementation of the service in a financial institution. The work is divided into three articles: the first article presents a gathering of experiences of banking services for social inclusion through a review of publications in order to understand the best strategies and practices used on similar experiences able to be used on banking correspondents services. For this research the method of systematic review was used in the foundations of Capes Periodicals, SciELO platform and Google Scholar, with articles published between the years of 1999 and 2013. The second article shows the gathering and analysis of the requirements for the service implementation process from the point of view of the correspondents. Is used for the requirements analysis the QFD (Quality Function Deployment) method. The third article proposes the creation of a model for implementation of a new banking service. As main results stands out the identification of the strategies used for banking correspondents, the financial economy in using this distribution channel, the analysis of the requirements needed for the business model, the procedures needed for the inclusion of new services with the opportunity of profitability and serving socially oriented issues. Finally, is developed a implementation plan that can serve as knowledge to other bank institutions that have the same goals of profitability, banking and social inclusion.

O objetivo geral deste trabalho é apresentar um modelo de implantação de serviços de correspondentes bancários em instituições financeiras, com foco na inclusão social e na rentabilidade. Partindo do levantamento de requisitos, baseado em levantamento bibliográfico e pesquisa junto a especialistas do sistema bancário, foi estabelecida uma sistemática para implantação desse serviço em uma instituição financeira. O trabalho é desmembrado em três artigos: O primeiro artigo apresenta um levantamento de experiências de serviços bancários para inclusão social por meio de uma revisão das publicações com o objetivo de entender as melhores estratégias e práticas utilizadas em experiências similares passiveis de aplicação no serviço de correspondentes bancários. Para essa pesquisa foi utilizado o método de revisão sistemática nas bases de Periódicos Capes, Plataforma Scielo e Google Acadêmico, com artigos publicados entre os anos de 1999 e 2013. O segundo artigo apresenta o levantamento e análise dos requisitos para o processo de implantação do serviço sob o ponto de vista dos correspondentes. Utiliza-se para a análise dos requisitos o método de QFD (Desdobramento da Função Qualidade). O terceiro artigo propõe a criação de um modelo para implantação de um novo serviço bancário. Nessa parte do trabalho foi utilizado como referência modelos para desenvolvimento de novos serviços. Como principais resultados destacam-se a identificação das estratégias utilizadas para correspondentes bancários, a economia financeira gerada na utilização deste canal de distribuição, a análise dos requisitos necessários para a implantação do modelo de negócios, os procedimentos necessários para a inclusão de novos serviços com a oportunidade de rentabilidade e atendendo questões de cunho social. Por fim, desenvolve-se um plano de implantação que pode servir de conhecimento para outras instituições bancárias que possuam os mesmos objetivos de lucratividade, bancarização e inclusão social. / The general objective of this paper is to present a model of deploying banking correspondents services in financial institutions, with a focus on social inclusion and profitability. Starting from the requirements survey based on literature and research with banking system experts, it was established a system for implementation of the service in a financial institution. The work is divided into three articles: the first article presents a gathering of experiences of banking services for social inclusion through a review of publications in order to understand the best strategies and practices used on similar experiences able to be used on banking correspondents services. For this research the method of systematic review was used in the foundations of Capes Periodicals, SciELO platform and Google Scholar, with articles published between the years of 1999 and 2013. The second article shows the gathering and analysis of the requirements for the service implementation process from the point of view of the correspondents. Is used for the requirements analysis the QFD (Quality Function Deployment) method. The third article proposes the creation of a model for implementation of a new banking service. As main results stands out the identification of the strategies used for banking correspondents, the financial economy in using this distribution channel, the analysis of the requirements needed for the business model, the procedures needed for the inclusion of new services with the opportunity of profitability and serving socially oriented issues. Finally, is developed a implementation plan that can serve as knowledge to other bank institutions that have the same goals of profitability, banking and social inclusion.

O objetivo geral deste trabalho é apresentar um modelo de implantação de serviços de correspondentes bancários em instituições financeiras, com foco na inclusão social e na rentabilidade. Partindo do levantamento de requisitos, baseado em levantamento bibliográfico e pesquisa junto a especialistas do sistema bancário, foi estabelecida uma sistemática para implantação desse serviço em uma instituição financeira. O trabalho é desmembrado em três artigos: O primeiro artigo apresenta um levantamento de experiências de serviços bancários para inclusão social por meio de uma revisão das publicações com o objetivo de entender as melhores estratégias e práticas utilizadas em experiências similares passiveis de aplicação no serviço de correspondentes bancários. Para essa pesquisa foi utilizado o método de revisão sistemática nas bases de Periódicos Capes, Plataforma Scielo e Google Acadêmico, com artigos publicados entre os anos de 1999 e 2013. O segundo artigo apresenta o levantamento e análise dos requisitos para o processo de implantação do serviço sob o ponto de vista dos correspondentes. Utiliza-se para a análise dos requisitos o método de QFD (Desdobramento da Função Qualidade). O terceiro artigo propõe a criação de um modelo para implantação de um novo serviço bancário. Nessa parte do trabalho foi utilizado como referência modelos para desenvolvimento de novos serviços. Como principais resultados destacam-se a identificação das estratégias utilizadas para correspondentes bancários, a economia financeira gerada na utilização deste canal de distribuição, a análise dos requisitos necessários para a implantação do modelo de negócios, os procedimentos necessários para a inclusão de novos serviços com a oportunidade de rentabilidade e atendendo questões de cunho social. Por fim, desenvolve-se um plano de implantação que pode servir de conhecimento para outras instituições bancárias que possuam os mesmos objetivos de lucratividade, bancarização e inclusão social. / The general objective of this paper is to present a model of deploying banking correspondents services in financial institutions, with a focus on social inclusion and profitability. Starting from the requirements survey based on literature and research with banking system experts, it was established a system for implementation of the service in a financial institution. The work is divided into three articles: the first article presents a gathering of experiences of banking services for social inclusion through a review of publications in order to understand the best strategies and practices used on similar experiences able to be used on banking correspondents services. For this research the method of systematic review was used in the foundations of Capes Periodicals, SciELO platform and Google Scholar, with articles published between the years of 1999 and 2013. The second article shows the gathering and analysis of the requirements for the service implementation process from the point of view of the correspondents. Is used for the requirements analysis the QFD (Quality Function Deployment) method. The third article proposes the creation of a model for implementation of a new banking service. As main results stands out the identification of the strategies used for banking correspondents, the financial economy in using this distribution channel, the analysis of the requirements needed for the business model, the procedures needed for the inclusion of new services with the opportunity of profitability and serving socially oriented issues. Finally, is developed a implementation plan that can serve as knowledge to other bank institutions that have the same goals of profitability, banking and social inclusion.

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Bakgrund: I linje med att digitaliseringen utvecklas har bankernas struktur påverkats. Tidigare forskning visat att den ekonomiska utvecklingen har drivits av innovation. Den ökande betydelsen av tjänster har medfört ett större fokus på tjänstens utvecklingsarbete. Tjänster är dock väldigt understigande och improduktivt utvecklade i jämförelse med produkter, vilket gör det svårt att generellt utveckla tjänster. Då utvecklingens syfte är att förstärka organisationens position på marknaden kan det vara intressant att se utvecklingsprocessen för svenska banker. Syfte: Syftet med denna studie är att identifiera hur svenska banker arbetar med tjänsteinnovation, hur deras utvecklingsprocess ser ut samt vad för svårigheter som uppstår i samband med detta. Studien syftar också till att undersöka huruvida New Service Development processen faktiskt används av svenska banker i praktiken. Vidare ska studien tillföra en ökad förståelse för svenska bankers utveckling av tjänster, hur dess utvecklingsprocess ser ut, samt vilka som är involverade. Detta med ett ursprung i NSD-processen. Metod: Undersökningen utgår från en kvalitativ metod, där den har genomförts med en flerfallstudie på fyra olika banker i Sverige. Det empiriska materialet har samlats in genom semi-strukturerade intervjuer via onlinemöte och e-mail. Intervjuerna utfördes med hjälp av en intervjuguide. Därefter har materialet analyserats för att kunna upptäcka skillnader och likheter mellan bankerna. Slutsats: Vi ser uppenbara likheter mellan de fyra studerade bankerna att en New Service Development process inte används fullt ut hos någon av de. Därmed drar vi slutsatsen att NSD inte direkt används i praktiken hos svenska banker. Däremot kan vi se att vissa delar av bankernas utvecklingsprocess går att likna med utvecklingen av en NSD-process. Vidare också att bankerna tenderar till att arbeta med tjänsteinnovation på liknande sätt, men att utvecklingsprocessen inom tjänsterna är någorlunda specifik för vardera bank. / Background: In line with the development of digitalisation, the banks' structure has been affected. Previous research has shown that economic development has been driven by innovation. The growing importance of services has led to a greater focus on service development. However, services are very inferior and unproductively developed in comparison with products, which makes it difficult to generally develop services. As the purpose of the development is to strengthen the organization's position in the market, it may be interesting to see the development process for Swedish banks. Purpose: The purpose of this study is to identify how Swedish banks’ work with service innovation, what their development process looks like and what difficulties arise in connection with this. The study also aims to investigate whether the New Service Development process is actually used by Swedish banks in practice. Furthermore, the study will provide an increased understanding of Swedish banks' development of services, how its development process looks like, and who is involved. This originates in the NSD process. Method: The survey is based on a qualitative method, where it has been conducted with a multiple case study at four different banks in Sweden. The empirical material has been collected through semi-structured interviews with online meetings and e-mail. The interviews were conducted using an interview guide. Then, the material has been analyzed in order to detect differences and similarities between the banks. Conclusions: We see obvious similarities between the four banks studied that a New Service Development process is not fully used by any of them. Thus, we conclude that NSD is not directly used in practice by Swedish banks. On the other hand, we can see that certain parts of the banks' development process can be compared to the development of an NSD process. Furthermore, also that the banks tend to work with service innovation in a similar way, but that the development process within the services is fairly specific to each bank.