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- Eriksson, Maria, 1976-
(författare)
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Creating customer value in commercial experiences
- 2009
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Licentiatavhandling (övrigt vetenskapligt/konstnärligt)abstract
- There is a type of business offering gaining much attention, both in the media and in financial figures, which provides the customer with something extra, something to be remembered. This offering is a commercial experience. It is claimed that commercial experiences are different from traditional industry and mass-production and even separated from goods and services. The possibility of creating something extraordinary in order to gain profit is of increasing interest in today’s business world. Consumers are seeking for experiences to reach a higher level of personal growth, an experience that create personal identity and lead to long-lasting memories. This is something an increasing amount of consumers are willing to pay money for - the commercial experience market. The purpose of this thesis is to contribute knowledge about and a deeper understanding of commercial experiences, both in general and especially with regard to how customer value is created. The focus of the research was also to strengthen and support organizations that offer commercial experiences. In order to fulfill the purpose, two case studies were conducted with different focal points. The first aimed to find best practice and explore excellent ways of working when providing commercial experiences. The second study aimed to identify the needs for improvement to strengthen organizations offering commercial experiences. According to my findings, there seems to be several distinctions between commercial experiences and goods and services. These include; the level of price, the time spent by the customer, the customer affect as strongly emotional and maybe most importantly, the finding that commercial experiences create a higher level of customer value than goods and services. All this proves that the commercial experience is to be considered an offering on its own, a refined customer offer of higher value. Since commercial experiences are said to engage customers in an inherently memorable way, reaching a higher level of customer value than goods and services, is seen as a critical factor. Understanding what the customer really wants, needs and what builds customer value when offering commercial experiences then become particularly important as drivers of success. When studying a particular organization for best practice, several similarities between providing commercial experiences and working according to the core values of TQM were found and established as a factor of business excellence. Further when it comes to providing commercial experiences storytelling, theming and a creative environment stood out as additional factors of business excellence. Moreover, selecting the right co-workers based on their values rather than merely their skills and academic qualifications was seen as an important factor of success. The co-worker is often the co-creator of the experience together with the customer and therefore has an important part to play in the organization. Creating a corporate culture with co-workers sharing the values is seen as essential in order to run a successful business. It appears that any type of organization can provide an experience for the customer, the key is adding on the extra value to reach the level of attractive quality. The commercial experience is described as deeply affecting both the feelings and senses of the customer, resulting in new memories; it is a memorable event the customer is willing to pay for. The commercial experience contains elements of engagement, personal relevance, novelty, surprise and learning and is not limited to certain types of businesses. The fact that this is an area of increasing business interest but as yet a poorly explored one indicates that there is a need to develop improved ways of working, tools and methods, tailor-made for providing commercial experiences. Improved tools for identifying customer expectations and measuring customer satisfaction are clearly needed, especially since this is a growing industry that cannot be ignored. Welcome to further explore the experience economy where new memories are so highly valued that people are prepared to pay for them!
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- Ingelsson, Pernilla, 1968-
(författare)
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How to create a commercial experience : Focus on Leadership, Values and Organizational Culture
- 2009
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Licentiatavhandling (övrigt vetenskapligt/konstnärligt)abstract
- A new kind of commercial offer is on the rise, that of a commercial experience. It is said to be the next progression of value after a service and that it is distinct from a service in several ways, two important being a) the provider having to create something new or memorable to the customer, i.e. creating attractive quality, and b) the offer being a co-creation between the customer and the provider. Little has been written though about how creating a commercial experience can affect the way organizations should work. One of the areas that ought to be affected is the way organizations work to shape and coordinate co-workers and leaders behaviors by having a common set of values, or in other words a strong organizational culture. A number of studies show that the leaders in an organization have a strong influence on its culture while others show that working with Total Quality Management (TQM) can enhance the corporate values and lead to profitable organizations. The purpose of this thesis was to explore and contribute knowledge about how to create a commercial experience. The more specific purpose was to explore this area in relation to leadership, values, organizational culture and TQM. To fulfill these purposes two case studies were carried out with the intention of finding ways of working. The first focused on how a renowned organization that offers commercial experiences works and the second on organizations offering commercial experiences in the region of Jämtland. One conclusion drawn from the research is that methodologies and tools that aim directly to enhance the organization´s values and hence its culture might be of even more importance in organizations offering a commercial experience. It seems to be important to be aware that values need to be translated into behaviors to make them understandable in the organization. Storytelling is one tool that can be used as an enhancer of organizational culture, a tool that might be a fairly unrecognized for this purpose. It is also evident that the leadership practiced within the organization is crucial if a strong organizational culture is to be achieved. Further, strategies for selecting the right values appear to be important when trying to create a strong organizational culture - a strategy not so evident within TQM. This could be one area where TQM needs to be developed in order to support the creation of a commercial experience but also to implement TQM more effectively.
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- Sandvik Wiklund, Pia, et al.
(författare)
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Continuous improvement through company-collage collaboration
- 1997
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Ingår i: The 1997 learning edge conference. /von European Foundation for Quality Management.. - Brusseles : European Foundation for Quality Management.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)
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- Wiklund, Håkan, et al.
(författare)
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A collaboration concept for TQM implementation in small and medium sized enterprises
- 1999
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Ingår i: International Journal of Applied Quality Management. - 1096-4738 .- 1879-002X. ; 2:1, s. 101-115
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Tidskriftsartikel (refereegranskat)abstract
- The article presents a concept to implement total quality management (TQM) in small and medium sized enterprises (SME) and is based on a yearlong collaboration between a college and local SME's. An annual course is developed and offered to both company participants and students who work together in project teams and in genuine projects at the companies. The course curriculum is presented and analyzed and the ability of the course to facilitate the companies' long-term quality strategies is discussed. The outcomes of the course, as reported by the companies, show that the collaboration has supported their long-term implementation of TQM.
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- Wiklund, Håkan, et al.
(författare)
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An active data acquisition system for real-time quality control
- 1997
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Ingår i: International Symposium on Manufacturing Technology - ISMT'97. - Millet, Alberta : ICSC Academic Press. - 3906454096 ; , s. 60-66
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Konferensbidrag (refereegranskat)abstract
- Modern manufacturing processes characterized by short series, complex part geometry and high refinement values often demonstrate conditions when traditional quality control (QC) methods do not work properly. The paper presents a prototype system for real-time quality control based on statistical methods and computer intensive techniques. The developed methods and applications are integrated and post-process quality control is applied only to complement and for reference measurements. The proposed concept of real-time QC includes selection and pre-processing of sensor data, process model development, reliability improvement of process data, online verification of model adequacy and post-process evaluation of QC strategies. All these activities are supervised and fed with information from a developed active data acquisition system. For example, integration of correlated sensor information and use of pre-designed decision rules have been applied for online reliability evaluation of tool wear measurements and for immediate adjustment of improper data. The proposed concept contributes to bridging the gap between traditional post-process control and real-time quality control of machining processes. The presented experimental work has focused on process monitoring when strategies for implementing the above methods in quality control applications have been presented and successfully verified. The results obtained indicate the possibility of implementing the developed concept under practical work-shop conditions
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