Tettre kész ügyfélmegértés.
Authors: Tóth Tímea Mónika 
Published: April 2023

Összefoglalás.

Ez a tanulmány – a doktori kutatómunka részeként – egy módszertani kísérletet
felhasználva mutatja be a tervezői szemléletmód (design thinking) üzleti
gyakorlatba ültetésének lehetőségét az értékajánlat-tervezésben. Az empirikus
vizsgálat olyan támogató metódus kidolgozására irányul, amely lehetővé teszi a
növekvő mértékben diverzifikált ügyféligények személyre szabott kiszolgálását,
különös figyelemmel a fogyasztói magatartás kontextuális megértésének
módszerére. Az alkalmazhatóságot jelentősen befolyásoló aspektusok elméleti
áttekintése után a tanulmány ismerteti a szokásos megközelítést, valamint annak
hátrányait, majd vázolja az új módszer folyamatát, az eddig elért eredményeket
és a hozzájuk kapcsolódó következtetéseket, továbbá a jövőben tervezett
lépéseket.

Summary.

This study – as part of a bigger research study – uses a methodological
experiment to present the possibility of putting design thinking into business
practice in value proposition design. One of the goals of the design methods
applied in the business environment is to explore solutions that satisfy
diversifying customer needs. In order to create these innovative value
propositions (products, services and systems), enterprises require an
integrative, holistic vision, systems thinking and an experimental, creative
spirit. Design thinking, a creative problem-solving methodology that integrates
customer, business and technological aspects, can provide practical support in
this regard.

In Hungary, the number of attempts to adapt design approaches to the value
proposition design processes of large service companies is not very high, and
not yet been investigated in the scientific context. The analysis of relevant
cases is made possible only by participating in the projects. The empirical
investigation is aimed at the development of a support method that enables the
personalized service of increasingly diversified customer needs, with particular
attention to the method of contextual understanding of consumer behavior. After
a theoretical overview of the aspects that significantly affect applicability,
the study describes the usual approach and its shortcomings, then outlines the
process of the new method of actionable consumer empathy, the results achieved
so far and the conclusions related to them, as well as the planned steps in the
future.

Notwithstanding the level of design maturity defines whether a company is
successful in monetizing design value on the long run, businesses often stop at
using design methodologies in superficial ways just to seem innovative. This
study discusses the factors that determine the success of applicability, such as
(1) the transformation of the innovation environment, (2) the change in the
nature of the problems, (3) the complexity of consumer decision-making, (4) the
connection between design maturity and business benefit, (5) the technological
development of data-based customer understanding support, and (6) consideration
of legal restrictions and security compliance in exploiting personalization
opportunities.

The study also investigates what are the similarities and the substantial
difference between the segment and the persona approach, describes the common
misconceptions around how to build personas and why the persona approach
provides better insights to understand the consumer behavior.