Factors determining customers’ experience Case Tieto Service Channel
Augustyn, Daniel (2015)
Augustyn, Daniel
Laurea-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112618066
https://urn.fi/URN:NBN:fi:amk-2015112618066
Tiivistelmä
This report examines the Business to Business (B2B) context of providing services through a digital service channel. Based on understanding the nature of B2B services, actual trends and complex expectations of B2B customers, the author of this thesis showed approach that should be taken during setting up and popularizing digital service channels in the B2B context. The basis of this approach are customer experience aspects widely described in various articles, books and blog posts. Through an understanding of service-dominant logic, value creation aspects, customer driven innovation and IT support service experiences the author set foundations for empirical research. Having in mind the nature of the study, a qualitative approach was chosen to support the research process.
The constructive research approach used as the research method for this study helped in problem definition, understanding the topic, design and prototype, and analyze guidelines created to solve research question problems. The analysis of social and behavioural aspects and highlighting their emotional impact through methods like focus groups, empirical observations, and interviews per-formed on four customers/users, discovered whether Tieto Managed Services has all the necessary insights to be successful in delivering digital services in the competitive IT support service market space. Factors determining customer experience and loyalty and those that affect functionality and processes were indicated.
The analysis of Tieto Managed Services insights, stakeholders associated with IT support services and most importantly its customers by utilizing service design methods and tools like personas, stakeholders maps and customer journey maps resulted in outcomes which help to build a digital service channel in a more customer-oriented way, improve existing knowledge about the customers of Tieto Managed Services and more efficiently structure the information flow between Tieto Managed Services, its customers and third parties. Lastly, the futures thinking approach and its methods were used to analyze the lifespan of trends and influence range to define future development priorities for digital service channel.
The constructive research approach used as the research method for this study helped in problem definition, understanding the topic, design and prototype, and analyze guidelines created to solve research question problems. The analysis of social and behavioural aspects and highlighting their emotional impact through methods like focus groups, empirical observations, and interviews per-formed on four customers/users, discovered whether Tieto Managed Services has all the necessary insights to be successful in delivering digital services in the competitive IT support service market space. Factors determining customer experience and loyalty and those that affect functionality and processes were indicated.
The analysis of Tieto Managed Services insights, stakeholders associated with IT support services and most importantly its customers by utilizing service design methods and tools like personas, stakeholders maps and customer journey maps resulted in outcomes which help to build a digital service channel in a more customer-oriented way, improve existing knowledge about the customers of Tieto Managed Services and more efficiently structure the information flow between Tieto Managed Services, its customers and third parties. Lastly, the futures thinking approach and its methods were used to analyze the lifespan of trends and influence range to define future development priorities for digital service channel.