En lösning för fjärrvärmen - En uppsats om affärsutveckling och energieffektivisering

Abstract (Swedish)

Problemdescription
As the environmental awareness grows in society customers becomes
more conscious about their emissions from energy consumption.
Moreover expectations are that future directives and legislations will
force the energy sector to support energy efficiency towards the end
user. This master thesis' challenge is to find opportunities for future
changes, the key questions to answer were:
What customer needs exists among EVS' customers?
What products and services can be combined into bundles?
What is our opinion on EVS' segmentation model?
Purpose
The purpose of this master thesis is to examine what customer needs
affect EVS' customers and how the customer relation through new
business opportunities may develop into a deeper and more consistent
collaboration between the customer and EVS.
Method
The master thesis uses a creative, analytical and methodical way to
develop new bundles for customers designed for their needs.
Moreover the value of quantifying information extracted from
qualitative interviews is expressed.
At first the basic customer needs were identified and verified at a
first interview round with sales people at E.ON. The existing products
and services were then mapped and ideas of new products and services
were discussed together with EVS employees to develop the questions
for the customer interviews. When designing the new ideas the theory
was used to clarify the two dimensions of customer loyalty; loyalty and
customer satisfaction.
At the qualitative customer interviews plenty of questions were
asked and plenty of answers collected, furthermore the Analytical
Hierachy Process was used to compare criteria against each other.
In addition to the qualitative analyses of customer needs a
quantitative approach using dendrograms was made to further clarify
customer segmentation and interests in different products and services.
The value of the methodology in the master thesis is that it
consolidates an engagement among involved customers, sales people,
supervisors and other employees. It repeatedly verifies the results
partly through a close co-operation with the people mentioned and,
more important, through the quantified analythical methods which
clarifies linkages that otherwise would not have been noticed.
Conclusion
When mapping the customer needs five basic needs were identified;
economy, environment, comfort, safety and information, by which the
interviews were focused. The information given at the interviews has
been used when developing bundles and comments on the existing
segmentation model. The most important comment is that the level of
technological understanding of a customer has high impact on what
kind of products and services the customer finds appealing, therefore it
should be considered in customer segmentation.
We have developed suggestions for bundles where existing
products and services are combined with ideas of new products and
services according to the theory of Service Bundling. The bundles are
presented below.
The Future Bundle is made for customers with a need of decreased
environmental impact, increased information and decreased costs. The
bundle is addressed to customers with a high technological
understanding who wants economic incentives and information to
influence their own consumption.
The Safety Bundle is made for customers with a need of increased
safety, increased information and decreased costs. The bundle is
addressed to customers with a low or medium technological
understanding who wants to avoid risk.
The Change Bundle is considered to meet all of the identified basic
needs with focus on increased information and comfort; moreover the
need of getting a change implemented is applied. The bundle is
addressed to customers who want less responsibility for controlling
their real estate and who need financial help with implementing a
change.
The Energy Declaration Solution is made for all customers since all
buildings, by new legislation, shall be investigated on their energy
consumption.
The Building Solution is made for customers who will construct
new buildings and have a need for increased comfort and a simple
construction process.

• author: Ehn, Maria and Schultz, Martin
• supervisor: Ola Alexanderson
• organization: Production Management
• course: MIO920
• year: 2008
• type: M1 - University Diploma
• subject: Technology and Engineering
• keywords: Business Development, District Heating, Customer Need, Service Bundling, Segmentation, Customer Loyalty, Dendrogram, and Analytical Hierarchy Process (AHP)
• other publication id: 08/5299
• language: Swedish
• id: 1979246
• date added to LUP: 2011-06-17 12:47:32
• date last changed: 2011-06-20 11:23:56