IT Product Realization Process towards Marketing Consultancy Automation – Case Study: Customer Value Sweden AB

Abstract: Management consulting is a growing field [1] that is of great importance for organisations to optimise their performance and develop plans for future improvements. In the recent years, many companies use experienced consultants in order to create a strong competitive advantage to withstand the competition and to easily find solutions suitable to different problems. Customer Value Sweden AB is a - start-up - consultancy firm that have been operating the last years in the Swedish market and offers customer database analyses to the e-commerce market. They become valuable tools for the retailers, by improving marketing activities directed toward present customers. By adopting a segmented marketing strategy, companies can target customers in a different way, thus enchanting their business [2]. This Master thesis work tries to introduce a new efficient and automated way for the company to increase its capacity and quality of the provided services. It is done by deploying an IT product realisation process that conceptualizes, designs and implements a new online web service that aims to automate the report generation process, which was carried out manually until now. This system will try to solve complexity, availability, and performance problems that occur in the current system and also open up now possibilities for future development and expansion. The key benefits of the new solution in contrast to the old one will be highlighted, as well as the process that was followed to realise it.