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  • 1.
    Ögren Kull, Signe
    et al.
    Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
    Spindler Jonsson, Stephanie
    Att betala utan pengar: En studie om Sveriges största bankkoncerners produktutvecklingsprocesser av betalningslösningar och hur dessa kan effektiviseras genom ökad kundinvolvering 2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    New innovation and technology have influenced the development of product development processes and the four largest banks in Sweden have more or less been forced to adapt their products and services along new customer requirements. It may therefore be considered appropriate to involve customers in this process. This by collecting customer information and allow customers to influence the process to a greater extent. The payment solutions of Sweden’s largest banks' continue to evolve and to pay with electronic money has come to change banks' product development processes of payment solutions. This process should not only create an innovative product but should also be performed with continuous quality, sharp focus and prioritization, fast action, team focus, customer involvement, follow-through, and with a final product with strong competitive advantages that satisfies customer needs.

    The purpose of this study is with help from Sweden's four largest banking groups; Handelsbanken, Swedbank, Nordea and SEB, create the optimal product development process that includes customer involvement, customer impact, and clearly indicate where and how the collection of customer data should occur. This, with the help of a developed analysis tool - as a result of the study, can be applied to analyze the extent to which customers can be considered to be involved and influence the product development process.

    The four banks do not involve customers in a sufficiently large extent in the current situation in their product development processes. Customer information is collected but not always implemented and the instances where customers may be involved and influence are too few. By modifying the process and eliminating and adding new process phases and in these involve customers with complementary methods has an optimal product development process been developed with a focus on the collection of customer information, customer involvement and customer impact. This process aims to create competitive advantages for banks through increased customer focus. 

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