Involving customers in new service development

This book deals with how companies can involve customers or users in order to learn with them in the field of service-based business development. It presents a variety of customer-involvement approaches, methods for learning with customers, and the results of case studies conducted in both service and manufacturing companies focusing on value-creation through services.Based on research carried out by several research groups around the world, as well as on illustrative cases, the book creates new actionable knowledge regarding customer-involvement which will be useful for both practitioners and scholars.Benefits for readers include: an understanding of the business potential of learning with customers and other users; an overview of the fields of new service development and customer-involvement with regard to concepts, theoretical frameworks, and models, in addition to strategies and techniques for involving users in fruitful ways during the innovation process; an illustration of the cases based on the results of empirical studies; and managerial implications and guidelines regarding how to manage customer-involvement during the different phases of the new service and business development process.

Ian AlamBodil Sanden and Anders Gustafsson and Lars WitellUlf Mannervik and Rafael RamirezEvert GummessonBodil Sanden and Jonas Matthing and Bo EdvardssonPer KristenssonPeter R. MagnussonFredrik DahlstenPer EcheverriHans BjorkmanPer EcheverriRainer NageleChristiane Hipp and Cornelius HerstattFrank Hull and Bo Edvardsson and Chris Storey

Preface	p. V
Chapter 1 Introduction	p. 1
Chapter 2 Process of Customer Interaction in New Service Development	p. 15
Chapter 3 The Role of the Customer in the Development Process	p. 33
Chapter 4 Customers as Co-Innovators: An Initial Exploration of Its Strategic Importance	p. 57
Chapter 5 Customer-to-Customer Interaction in Service Development: A Many-to-Many Approach	p. 77
Chapter 6 New Service Development: Learning from and with Customers	p. 99
Chapter 7 Managing Ideas That Are Unthinkable in Advance: A Matter of How and Where You Ask	p. 127
Chapter 8 Learning from Experiments Involving Users in Service Innovation	p. 143
Chapter 9 Customer Involvement - Lessons Learned: A Study of Three Customer Involvement Projects at Volvo Cars	p. 159
Chapter 10 Service Encounter Analysis Based on Customer Retrospection	p. 187
Chapter 11 How to Better Learn from Users	p. 209
Chapter 12 Video-Based Methodology: Capturing Real-Time Perceptions of Customer Processes	p. 233
Chapter 13 Customer-Oriented Service Engineering As a Success Factor - Findings of Case Studies of Customer Integration in the Service Development Process	p. 249
Chapter 14 Service Innovation, User Involvement and Intellectual Property Management	p. 269
Chapter 15 Customer and Supplier Involvement in New Service Development	p. 281
Biographies	p. 313
Index	p. 321

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Table of Contents