CTF, Service Research Center at Karlstad University, receives approximately 18 million SEK from the Knowledge Foundation for a new research project in collaboration with the business sector. In the project the researchers will examine how experiences and development of services through digitalization is affecting customers and companies.
"We are very happy and grateful that the Knowledge Foundation has given us the opportunity to deepen our research on digitalization, customer experiences and servitization. It will give CTF the opportunity prioritize these important issues - issues that are important both for business and society." says Lars Witell, Project Manager and Professor of Business Administration at CTF.
The aim of the project is to create an increased understanding of how digitalization affects servitization in companies, and customer experiences, this with a focus on the interaction between the company and the customers.
The concept servitization is used to describe the process when a company moves from a product focus, to focusing and expanding its offering of services, all to create value for, or together with the customer.
"Companies make big investments in digitalization and servitization, but it doesn’t always create more satisfied customers or higher profitability. The aim or the project is to understand the reasons why, and to help companies solve these paradoxes in their operations." says Lars Witell.
The research will be conducted in close collaboration with the following companies: Ikea, Volvo Technology, Miller Graphics, Valmet, Tobii Pro, Kongsberg Maritime Sweden, Löfbergs Lila, QBIM, Maxi Ica Supermarket and Thingssquare.
The project “DISCERN - digital services and customer experiences” will run during a three-year period and at a total cost of 35 million SEK, of which nearly 18 million SEK are financed by the Knowledge Foundation. The project is a continuation of the research profile “Service innovation for sustainable business” which was conducted during 2011-2019 in collaboration with the business sector.
