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DEGREE PROJECT IN INDUSTRIAL ENGINEERING AND MANAGEMENT, SECOND CYCLE, 30 CREDITS STOCKHOLM, SWEDEN 2017

Building business analytics capabilities to become data-driven energy retailers

JOY ALAM

KTH ROYAL INSTITUTE OF TECHNOLOGY SCHOOL OF INDUSTRIAL ENGINEERING AND MANAGEMENT

kth.se

Building business analytics capabilities to become data-driven energy retailers

by

Joy Alam

Master of Science Thesis INDEK 2017:152 KTH Industrial Engineering and Management

Industrial Management SE-100 44 STOCKHOLM

Bygga aff?rsanalys-f?rm?gor f?r att bli datadrivna elhandelsbolag

av

Joy Alam

Examensarbete INDEK 2017:152 KTH Industriell teknik och management

Industriell ekonomi och organisation SE-100 44 STOCKHOLM

Master of Science Thesis INDEK 2017:152

Building business analytics capabilities to become data-driven energy retailers

Joy Alam

Approved

2017-09-25

Examiner

Jannis Angelis

Commissioner

NDA

Supervisor

Matthew Stogsdill

Contact person

NDA

Abstract Background - Increased competitive environments has put pressure on energy retailers to focus more on customers. Meanwhile, digitalization and technologies are enabling them to collect more data to perform analysis on. While energy retailers are becoming more customer-centric, they aren't putting emphasis on building capabilities for analytics which plays an important role in customer-centricity and might play an increasingly important role for competitive advantage. The purpose of the study is to investigate the challenges faced in building business analytics (BA) capabilities and how energy retailers should leverage anv?nda Customer Relationship Management (CRM) initiatives to build such BA capabilities. Theoretical framework ? The study utilizes theory and earlier research mainly based about BA capabilities, primarily expressed as capability maturity models. Moreover, articles looking at the dimensions in which to build capabilities to be more customer-centric are included. Which usecases for analytics are interesting is also included. Methodology ? A single-case study approach was conducted, with the case being BA capability building for customer-centric energy retailers. Primary sources were gathered and pooled through semi-structured qualitative interviews with energy retailers, and was complemented with interviews it IT- & Business consultants with experience in the area. Results and analysis ? Energy retailers saw challenges in BA capability building in multiple dimensions which were formulated into 16 capabilities needed to build. Energy retailers are currently performing several CRM initiatives that can aid in building BA capabilities and analytics is interesting in most aspects of CRM. Discussion ? The challenges and capabilities identified were mostly coinciding with earlier research in BI or BA capability maturity models. This highlights that in the sense of capability building, energy retailers are similar to the general company. Looking at analytics use-cases, they have the possibility to utilize unique data which companies in other industries don't have access to. Conclusion ? Energy retailers might have an opportunity to leverage CRM initiatives to build BA capabilities simultaneously, however further descriptive or explanatory research in the matter should be done to make such claims. Energy retailer's face challenges in multiple dimensions and the study contributes to shed light on these. To academia, the study provides empirical data about the challenges and conceptual models of maturity and leveraging CRM initiatives for BA capability building.

Key-words Business analytics, customer centricity, customer relationship management, capability maturity

Examensarbete INDEK 2017:152

Bygga aff?rsanalys-f?rm?gor f?r att bli datadrivna elhandelsbolag

Godk?nt

2017-09-25

Examinator

Jannis Angelis

Uppdragsgivare

NDA

Joy Alam

Handledare

Matthew Stogsdill

Kontaktperson

NDA

Sammanfattning Bakgrund ? ?kande konkurrenskraftiga omst?ndigheter har satt press p? elhandelsbolag att fokusera mer p? sina kunder. Samtidigt har digitaliseringen och teknologi gjort det m?jligt f?r dem att samla in mer data f?r att utf?ra analyser p?. Medan elhandelsbolagen blir mer kundcentrerade satsar de inte tillr?ckligt p? att bygga f?rdigheter f?r analytics vilket spelar en stor roll f?r att vara kund-centrerade och kan spela en st?rre roll f?r konkurrenskraftighet. Syftet med studien ?r unders?ka vilka utmaningar som m?ts i att bygga aff?rsanalys-f?rm?gor och hur elhandelsbolag kan anv?nda Customer Relationship Management (CRM) initiativ f?r att b?ttre bygga s?na f?rm?gor. Teoretiskt ramverk ? Studien anv?nder teori och tidigare forskning huvudsakligen om aff?rsanalys-f?rm?gor uttryckt genom "capability maturity" modeller. Dessutom anv?nds artiklar som tittar p? de dimensioner d?r f?rm?gor m?ste byggas f?r att bli mer kund-centrerade. Vilka anv?ndningsomr?den f?r analytics som ?r intressanta inkluderas ocks?. Metodologi ? En fallstudiemetodik har utf?rts, d?r fallet ?r att bygga aff?rsanalys-f?rm?gor f?r elhandelsbolag som ?r kund-centrerade. Prim?ra data samlades och sammanf?rdes genom semistrukturerade kvalitativa intervjuer med elhandelsbolag och kompletterades med intervjuer med IT- & aff?rskonsulter med erfarenhet i omr?det. Resultat och analys ? Elhandelsbolagen ser utmaningar i flera dimensioner vilket utmynnade i 16 f?rm?gor som m?ste byggas. De utf?r flera CRM initiativ som kan hj?lpa i att bygga f?rm?gor f?r aff?rsanalys och anv?ndningsomr?den f?r analytics finns i alla omr?den f?r CRM. Diskussion ? Utmaningarna och f?rm?gorna som har identifierats sammanfaller med tidigare forskning inom aff?rsanalys "capability maturity" modeller. Detta visar att elhandelsbolagen inte skiljer sig ?t s? mycket fr?n andra bolag i den bem?rkelsen. Om man tittar till analytics anv?ndningsomr?den s? finns m?jligheten att anv?nda unik data som inte f?retag i andra industrier har tillg?ng till. Slutsats ? Elhandelsbolagen har en m?jlighet att anv?nda CRM initiativ f?r att bygga aff?rsanalys-f?rm?gor samtidigt, fast deskriptiv och f?rklarande forskning b?r utf?ras f?r att kunna dra s?dana slutgiltiga slutsatser. Elhandelsbolagen m?ter utmaningar i flera dimensioner och studien bidrar till att upplysa det. F?r akademin bidrar studien med empirisk data om utmaningar och en konceptuell modell f?r mognad och att anv?nda CRM initiativ f?r att bygga f?rm?gor.

Declaration

By submitting this thesis electronically, I declare that the entirety of the work contained therein is my own, original work, that I am the sole author thereof (save to the extent explicitly otherwise stated), that reproduction and publication thereof by KTH Royal Institute of Technology will not infringe any third party rights and that I have not previously in its entirety or in part submitted it for obtaining any qualification.

Acknowledgement

Dear reader, I want to express my gratitude to the relevant stakeholders for the development of this thesis. An IT- & business consulting firm has aided with getting in contact with energy retailers and have provided insights into the results. Interview respondents at energy retailers have provided important and valuable empirical data for the research to fulfill its purpose. Support has been received at KTH which has ensured that the study did not lose its scope too much and provided important guidance for the methodology. It has been an learning journey for me, where I grew both personally and professionally. Joy Alam, 2017-09-25

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