Customer Experience Management based Differentiation in Russia. : Case: V.A.V. Group Oy
Haapaniemi, Tiina (2014)
Haapaniemi, Tiina
Lapin ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404013759
https://urn.fi/URN:NBN:fi:amk-201404013759
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ABSTRACT
LAPLAND UNIVERSITY OF APPLIED SCIENCES, Business and Culture
Degree programme: Master of International Business Management
Writer: Tiina Haapaniemi
Thesis title: Customer Experience Management based Differentiation in Russia.
Pages (of which appendices): 86 (42)
Date: 26.03.2014
Thesis instructor: Anthony Okuogume
The objective is to determine the current external customer experience (hereinafter CX) in the case of V.A.V Group Oy (hereinafter V.A.V. Group) and to identify the touchpoints to be included in the Customer Experience Management (hereinafter CEM) based differentiation strategy in Russia. The outcome of the research is the action plan proposal enabling the case company to deliver the proposed differentiated external CX and to obtain competitive advantage. The research questions are as follows. What are the customers’ perceptions and expectations on current external CX touchpoints? How do perceptions and expectations on current external CX touchpoints differ between the internal and the external customers of V.A.V. Group? How can the case company implement a CEM based differentiation strategy in the Russian market?
The theoretical background of the thesis is based on the theory of CEM and the theory of Touchpoint management. The main sources for the theoretical framework of this research are by Brigman (2013), Intervox (2005), Saffer (2007, Schmitt (2003) and Smith & Wheeler (2002).
The methodology of the thesis research is quantitative and qualitative. Online interview results are analysed primarily quantitatively. Due to multi-culture influence, qualitative analysis of the interview results is required. Contents of the both semi-structured and structured interviews are confidential. The action plan is devised based on the analysed online interview results combined with other primary and secondary data. The action plan devising is performed qualitatively. Devising follows the single case study method.
As a conclusion, the current external CX and the most relevant touchpoints were determined. The position of the case company towards its rivals in Russia, in the St. Petersburg area, was identified. The action plan proposal with the objective to differentiate CX was devised. Chapter 5 Implementation of the research process, chapter 6 Action plan and chapter 7 Conclusions are classified as confidential and are in their full length in the appendices. The appendices are not published. Further study is required to investigate the internal CX. The case company’s external and internal CX is required to investigate on constant basis in order to maintain competitive advantage.
Keywords: CEM, Touchpoint, External CX, Differentiated Customer Experience, Russia
LAPLAND UNIVERSITY OF APPLIED SCIENCES, Business and Culture
Degree programme: Master of International Business Management
Writer: Tiina Haapaniemi
Thesis title: Customer Experience Management based Differentiation in Russia.
Pages (of which appendices): 86 (42)
Date: 26.03.2014
Thesis instructor: Anthony Okuogume
The objective is to determine the current external customer experience (hereinafter CX) in the case of V.A.V Group Oy (hereinafter V.A.V. Group) and to identify the touchpoints to be included in the Customer Experience Management (hereinafter CEM) based differentiation strategy in Russia. The outcome of the research is the action plan proposal enabling the case company to deliver the proposed differentiated external CX and to obtain competitive advantage. The research questions are as follows. What are the customers’ perceptions and expectations on current external CX touchpoints? How do perceptions and expectations on current external CX touchpoints differ between the internal and the external customers of V.A.V. Group? How can the case company implement a CEM based differentiation strategy in the Russian market?
The theoretical background of the thesis is based on the theory of CEM and the theory of Touchpoint management. The main sources for the theoretical framework of this research are by Brigman (2013), Intervox (2005), Saffer (2007, Schmitt (2003) and Smith & Wheeler (2002).
The methodology of the thesis research is quantitative and qualitative. Online interview results are analysed primarily quantitatively. Due to multi-culture influence, qualitative analysis of the interview results is required. Contents of the both semi-structured and structured interviews are confidential. The action plan is devised based on the analysed online interview results combined with other primary and secondary data. The action plan devising is performed qualitatively. Devising follows the single case study method.
As a conclusion, the current external CX and the most relevant touchpoints were determined. The position of the case company towards its rivals in Russia, in the St. Petersburg area, was identified. The action plan proposal with the objective to differentiate CX was devised. Chapter 5 Implementation of the research process, chapter 6 Action plan and chapter 7 Conclusions are classified as confidential and are in their full length in the appendices. The appendices are not published. Further study is required to investigate the internal CX. The case company’s external and internal CX is required to investigate on constant basis in order to maintain competitive advantage.
Keywords: CEM, Touchpoint, External CX, Differentiated Customer Experience, Russia