Customer Data Mapping - A Method for data-driven Service Innovation

Abstract

Service providers nowadays face a complex situation, which is characterized by highly-demanding customers on the one and a plethora of potentially relevant data on the other hand. Data-driven service offerings need to be based on a solid understanding of available data in order to design personal value propositions. This research proposes a visual approach to build up data understanding from a customer perspective and highlights the potential of customer data. Based on the Customer-Dominant Logic, it develops the method "Customer Data Mapping" which supports businesses in establishing customer understanding through a structured process in a collaborative setting. It guides participants from capturing customer data along the customer journey to deriving customer understanding as the foundation for data-driven services.

From Personal Data to Service Innovation – Guiding the Design of New Service Opportunities

“…Relevant work occurred in the fields of datadriven service innovation or business modeling: On the one hand, a few tools support in the inspiration phase to understand available data assets as an important resource for new services. This work includes the data canvas [14], the data collection map [48], data service cards [49], the data sphere [50] and customer data mapping [51]. The data collection map and customer data mapping also assist in deriving customer knowledge based on (personal) data, but they do not match the resulting customer understanding with the design of value propositions.…”