Utility lever: Environmental friendliness
5. Conclusions and further work
5.3 Further work
Some limitations were made in the beginning of this thesis. Mostly, these limitations concerned to what extent I would contribute to the innovation process for the credit company. After collecting the customer needs through qualitative research, the natural next step would be to get the customers to prioritise the needs and the current degree of satisfaction based on quantitative techniques74.
From there, the Fuzzy Front End would deal with translating needs to innovations. All the extracted needs should be treated individually in order to derive concepts and solutions to the expressed needs. Further work during the conceptualisation phase of the innovation process should combine industry knowledge, knowledge about technology, and feasibility to develop, as well as prioritise these potential solutions by using portfolio management tools. I have chosen to keep this phase outside the scope for my thesis, but to help the following process, I will illustrate how it could be done by selecting a random example from the above list of needs:
449 I don't know the PIN codes to my credit cards
There are an unknown number of possible solutions to this need, but a couple of suggestions could be:
Eliminate need for pin code altogether
Distribute pin code electronically to customer on demand Develop tool helping customer remembering pin code
In chapter 4.3.1, I launched the hypothesis that the use of the utility matrix could give an early indication of how conceptualising solutions to the listed needs would influence the customer in terms of what utility lever is pulled and in what phase of the experience cycle their needs are met. Maybe this could even be of some help in the conceptualisation process?
These questions would be of interest to elaborate further.
As mentioned in the previous section, the empirical validity of some of the utilised theories in this thesis could possibly be disputed. This would leave several opportunities for further research. Narrowing in on my main focus of the Fuzzy Front End, it would be of particular interest to learn to what extent companies have started structuring their innovation processes.
The obvious question needed to be answered is whether those structuring the process find and exploit more innovative opportunities and, as such, gain the better economical results.
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