Setting Sail for Data-Driven Decision-Making an Action Design Research Case from the Maritime Industry

Tiemo Thiess () and Oliver Müller ()
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Tiemo Thiess: IT University of Copenhagen
Oliver Müller: IT University of Copenhagen

A chapter in Design Science Research. Cases, 2020, pp 291-317 from Springer

Abstract: Abstract To react to new market dynamics, OEM, one of the largest marine equipment manufacturers in the world, was facing the task of transforming its aftersales business from key-account-manager-driven sales processes to more proactive and customer-centric processes. The company had recently implemented an organization-wide customer relationship management (CRM) system to facilitate this transformation. However, the system was not fully used because of a lack of proactive work practices that the system could support. Based on this diagnosis, we developed and applied a method for data-driven lead-generation that uses advanced analytics and automation to leverage internal and external data sources to identify and assess sales leads. To guide the design process, we ingrained the artifact with theory about data-driven decision-making (DDD) and value creation in the form of initial design principles. After several iterations of building the artifact, examining the organizational context, and evaluating the changes that those interventions introduced, we formalized a set of design principles and abstracted them to the broader class of DDD artifacts, highlighting decision quality but also the importance of model comprehensibility, domain knowledge, and actionability of results.

Date: 2020
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DOI: 10.1007/978-3-030-46781-4_12

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