Transcript Slide 1
Stoyan Tanev, [email protected]
Institute of Technology and Innovation
University of Southern Denmark
Odense
Dimensions of customer value
Relationship between customer value and
creativity
Some key aspects of activity theory
Method
Discussion
Value built-in the product
◦ Built-in value is the view of the developer/designer
and is reflected in the price
Value perceived by customers
◦ Perceived value is reflected in customers’
willingness to pay
Built-in value is usually higher than perceived
value
This is especially true for technological
products such as consumer electronics
Value
V=$
Built-in value - “objectively existing”
V = VF
ΔVF
Appreciated value
ΔVP
V = V0
t=0
First encounter
with new product
t = tP
Purchase
ΔV
t = tF
Finally
appreciated
value
ΔV is the result of customer efforts
◦ Value creation by customers customer creativity
ΔV is function of time: ΔV = ΔV(t)
ΔVP is what makes a customer buy, OR
ΔVP is what makes an interested person a customer:
◦ Customer co-creation customer self-creation
◦ Critical importance for technological product adoption
Finally perceived value has three components:
VF = V0 + ΔVP + ΔVF
Initial value
appreciation
Purchase
value
appreciation
After
purchase
value
appreciation
ΔV emerges within the context of customer
activities
These activities are dialogical in nature
Dialogue with
◦ friends and relatives
◦ store representatives
◦ other customers
◦ WWW
◦ the product itself
actor-network theory
◦ emphasis on the power of technologies, their ability
to “push-back” in activity
distributed cognition
◦ importance of tools in cognition
◦ cognition as distributed across people & tools
activity theory
phenomenology
◦ focus on everyday experience as part of a “being
thrown in the world” perspective
Approach in psychology and other social sciences that aims
to understand individual human beings, as well as the social
entities they compose, in their natural everyday life
circumstances, through an analysis of the genesis, structure,
and processes of their activities.
A framework for thinking about human activity as it is
expressed in the use of technology by focusing on
◦
◦
◦
◦
◦
human intentionality
asymmetry in the interaction between people and things
importance of human development (change)
the idea of culture and society as shaping human activity
creativity, reflexivity, and resistance as a source of change
Kaptelinin, V. & Nardi, B. Acting with technology – Activity theory and
interaction design, MIT Press, 2006
The concept of activity is most fundamental
◦ purposeful interaction of the subject with the world
◦ a process in which mutual transformations between the
poles of “subject–object” are accomplished (Leontiev, 1978)
Primacy of activity over the subject & object
◦ analysis of activities enable understanding both subjects
and objects
◦ no properties of the subject and the object exist before and
beyond activities
◦ properties do not just manifest themselves in various
circumstances; they truly exist only in activities, when being
enacted
◦ analogies with complementarity in quantum mechanics
Activity is considered the key source of
development of both the object & subject
Activities may cause substantial changes in the
subject’s properties
Traditional approaches consider first the subject
and the object, and then focus on interaction
AT: using activity as the basic unit of analysis
provides a way to understand both subjects &
objects
Creativity refers to an imaginative activity directed towards an
object in which an original product emerges
Creativity manifests itself in personal insights
It is related to internal (personal) restructuring of the whole
representation of a problem
Individual vs group creativity
◦ Zone of proximal development - difference between what one can do
alone and what one can do in dialogue with others
The concept of mediation, combined with understanding
creativity helps to conceptualize creativity in groups
Conversations with others help individual group members to
frame problems in new ways and then contribute those new
insights to the group
Creativity is by definition dialogical creativity
Breakdowns, conflicts, and contradictions
Different levels of collaboration
◦ coordination
people work toward a common goal, but carry out
individual activities basically independently
◦ cooperation
Relating individual goals to the objective of a
collective activity and adjusting your actions to the
actions of others
◦ co-construction
collectively redefine the object and the collective
activity itself – the object may then be constructed
anew, that is, co-constructed.
Using the activity theory framework to study
customer creativity as a source of new service
development
Objective
◦ Monitor customer activities to demonstrate the value
appreciation process
Analyze customer activities to examine dialogical
nature of value appreciation
Use customer struggle points to identify new
services that could help the appreciation of value
Focus on both
◦ Pre-purchase customer experience
◦ Post-purchase user experience
Rapid ethnography technique + interview sessions
at retail store exit with an arrangement of a second
future interview in a week or so.
Narrows down the focus of the field research
appropriately before entering the field.
Zooms in on the important activities.
Uses key informants such as sales assistants.
Use multiple interactive observation techniques to
increase the likelihood of discovering exceptional
and useful customer behavior.
Use collaborative and computerized iterative data
analysis methods.