The D-BEST Based digital innovation hub customer journey analysis method: Configuring DIHs unique value proposition

Abstract

Digital Innovation Hubs (DIHs) are ecosystems bolstering European companies to overtake innovation hindrances and drive Europe to become the world leading innovator in the industry digital revolution. Each of such organizations can provide a certain list of services, that can be classified and grouped in five macro-classes according to the Data-driven Business-Ecosystem-Skills-Technology (D-BEST) reference model, able to decode DIHs’ service portfolio and to shape collaborative networks in the Industry 4.0 age. However, to support an easier codification of DIH support actions, which also directly entails the engagement of enterprises in the DIH ecosystems, a method able to analyze typical Customer Journeys (CJs) is needed. Therefore, this paper proposes the D-BEST based DIH CJ analysis method, able to configure DIHs’ unique value proposition, mapping on the five macro-classes of services of the D-BEST the digital transformation processes of the two main categories of DIH customers (technology end-users and technology providers). The method analyses the service provision process of single DIHs, evidencing their strengths and weaknesses, and is also effective in suggesting possible collaborations and joint service provision in a network of multiple DIHs, being able to unveil the commonalities and complementarities among the different journeys.