Analysing the Introduction of Data-Driven Service Innovation Processes: Stages of Implementation, Success Factors, and Prerequisites

Data-driven business models are becoming increasingly important and have been applied successfully in the service sector. However, due to the challenges associated with utilizing data-driven technologies to identify service innovations, these have received little attention so far. Researchers and practitioners have primarily focused on understanding data-driven service innovation itself, but less on identifying and developing such innovations. Based on two analytical cases that emerged during expert interviews with service and innovation managers, we identified goals, opportunities, and prerequisites for data analytics to improve service innovation processes. Consequently, we propose three stages to implement data-driven technologies for service innovation processes and describe the prerequisites, key success factors, and expected benefits of this implementation.