Improving Customer Value Co-creation through Customer Engagement and Requirements Engineering Practices in a Small Software Company
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Journal Title
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Volume Title
Perustieteiden korkeakoulu |
Master's thesis
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Authors
Date
2020-08-18
Department
Major/Subject
Software Engineering
Mcode
SCI3043
Degree programme
Master’s Programme in Computer, Communication and Information Sciences
Language
en
Pages
71+6
Series
Abstract
A small software company has startup thinking which is often short-term. This may negate requiring planning for long-term growth, and sustainability, which could have its impact on customer value. Customer engagement (CE) and requirements engineering (RE) practices are customer satisfaction and growth oriented; helping a small software company earn competitive edge, increase productivity, and grow while delivering on customer value. To address the stated problem, the research problem is stated thus: How do CE and RE practices impact customer value (CV) co-creation? An action research study was carried out to understand better CE and RE practices at the case company. For data collection triangulation of semi-structured interviews, informal conversations, participant observation, and work experience were used. Data analysis did use some grounded theory features — interpretative statements in gathering and organizing the data got. CE practices such as having dedicated customer co-creation platform, constantly learning from users, customer segmentation, and broadened view of customer were observed to have positive influence on customer value co-creation. RE practices that advance customer value included customer participation, face-to-face-communication, continuous planning, and requirements management. The level of success of these practices was influenced by differences in customer participation level, elicitation techniques scope, and selection of the techniques. Also, lack of dedicated user environment hinders user interaction and user-centered co-creation. Customer engagement strengthens RE practices through active interaction between provider and customer to positively influence CV co-creation. Such interaction could be amongst provider, customer and end-users. There are four CE practices and seven RE practices established at the case company. Understanding CE significantly, and some of its practices, coupled with RE practices that yield high- perceived value may significantly help improve customer CV co-creation. Practices like detailed documentation, use of prototype, change and requirements management, co-creation platform, and participation in the platform can be improved upon.Description
Supervisor
Kauppinen , MarjoThesis advisor
Kujala, SariKeywords
customer engagement, customer satisfaction, elicitation techniques, customer engagement value (CEV), affective commitment, customer engagement cycle