Customer experience analysis for Sqore.com
Vasiura, Alina (2018)
Vasiura, Alina
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804255400
https://urn.fi/URN:NBN:fi:amk-201804255400
Tiivistelmä
This study has been conducted for a Swedish commissioning company, Student Competitions AB. Sqore.com is a product owned by the company that was launched in 2015. It serves as a platform for companies and universities to organise challenges for prospective students and employees. These challenges give an opportunity to be granted some form of financial aid from a university or a job position, depending on the nature of the challenge.
The aim of the research was to conduct an analysis of the Sqore users who participate in education-related challenges. The main topics of interest were the users’ demographics, their customer experience during the challenge and the impact this challenge had on them. Additionally, communication flow between the user and the Sqore was analysed.
The research utilizes a literature overview and quantitative method in the form of a survey. The theoretical part focuses on customer experience and customer relationship management, with some attention paid to the topic of marketing communication.
The empirical study was performed via SurveyMonkey which was used to design the survey layout, as well as to collect and analyse the responses. The survey link was distributed via two channels: a Sqore newsletter and separate emails to the Sqore users who participated in several selected challenges in the past. The responses were collected during the first two weeks of October 2017, from 29 September till 15 October 2017. A total of 192 fully completed responds were received, additional 42 partially completed answers were analysed. The findings are presented in a clear and detailed manner.
The outcomes indicate that overall, customers show a high satisfaction rate regarding their experience on the Sqore platform. This assertion is also supported by the very favourable responses to an open-ended question. The results of the research indicate that participating in the Sqore challenge has a significant impact on the behaviour of users regarding their education. To illustrate this point, it can be pointed out that 70% of respondents hadn’t heard of the challenge’s host university before they participated in the challenge. The findings also illustrate that a positive customer experience promotes customer retention and increases the value of the customer base.
The information gathered from the survey will help to further develop Sqore services, focusing on the types of challenges and rewards needed the most by users.
The aim of the research was to conduct an analysis of the Sqore users who participate in education-related challenges. The main topics of interest were the users’ demographics, their customer experience during the challenge and the impact this challenge had on them. Additionally, communication flow between the user and the Sqore was analysed.
The research utilizes a literature overview and quantitative method in the form of a survey. The theoretical part focuses on customer experience and customer relationship management, with some attention paid to the topic of marketing communication.
The empirical study was performed via SurveyMonkey which was used to design the survey layout, as well as to collect and analyse the responses. The survey link was distributed via two channels: a Sqore newsletter and separate emails to the Sqore users who participated in several selected challenges in the past. The responses were collected during the first two weeks of October 2017, from 29 September till 15 October 2017. A total of 192 fully completed responds were received, additional 42 partially completed answers were analysed. The findings are presented in a clear and detailed manner.
The outcomes indicate that overall, customers show a high satisfaction rate regarding their experience on the Sqore platform. This assertion is also supported by the very favourable responses to an open-ended question. The results of the research indicate that participating in the Sqore challenge has a significant impact on the behaviour of users regarding their education. To illustrate this point, it can be pointed out that 70% of respondents hadn’t heard of the challenge’s host university before they participated in the challenge. The findings also illustrate that a positive customer experience promotes customer retention and increases the value of the customer base.
The information gathered from the survey will help to further develop Sqore services, focusing on the types of challenges and rewards needed the most by users.