Customer-centric approach to operational analytics in manufacturing industry
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Author
Date
2024
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
79
Series
Abstract
Extensive research has been dedicated to operational performance measurement area to ensure that businesses can effectively track efficiency, quality, and productivity. Meanwhile, customer centricity has become increasingly vital, with substantial research highlighting its role in driving loyalty, satisfaction, and long-term business success. This master's thesis explores the intersection of operational analytics and customer centricity, and their combined impacts on organizational performance. The study aims to identify effective way to adopt a customer-centric approach to operational performance measurement at manufacturing organizations, highlighting the key requirements, critical success factors and potential challenges of the approach. The research starts with a review of existing literature on relevant topics of performance measurement, analytics dashboard, and customer centricity in manufacturing industry. Then, a case study was conducted to design and develop a customer 360 dashboard for one of ABB's divisions. The empirical research utilizes Action Design Research (ADR) methodology to conceptualize the research process and develop a theory on a customer-centric approach to operational analytics. ADR’s methodology's collaborative approach allows active involvement of all stakeholders in the research process, supporting the theory development in a practical context. Key findings of the study highlight the values of customer-focus approach to operations analytics, generalize the key requirements and critical factors for successful adoption of the approach, identify challenges and suggest their solutions. Moreover, the result of the research also includes a comprehensive framework for planning, designing, and developing Customers Dashboard in complex organizations with 5 key principles to follow. Empirical outcome of the thesis includes a tool that enables ABB and responsible unit to monitor and their performance on a deeper granularity level, define fact-based areas of focus and make data-driven decisions, driving operational excellence while improving customer communication and relationships.Description
Thesis advisor
Kuula, MarkkuKeywords
operational analytics, customer-centric analytics, action design research, customer dashboard
