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Rautakaupan asiakaskokemuksen kehittäminen
(2019)
Opinnäytetyön tarkoituksena oli ensin tutkia ja sen jälkeen kehittää toimeksiantajarautakaupan asiakaskokemusta. Tutkimuksella haluttiin selvittää kuluttaja-asiakkaiden kokemia tuntemuksia eri kosketuspisteissä, keskittyen kuitenkin suurimmaksi...
The objective of this thesis was to study and improve the customer experience of a hardware store. The study was aimed at finding out the feelings experienced by customers at different contact points, focusing mostly on customer experience in the store. The thesis is a developmental research where the main research method is qualitative. In the theoretical framework the information was gathered on the areas of customer experience, measuring, managing and developing customer experience, and the service path. Based on the theories a survey was created for the hardware store’s staff and a theme interview for the clients. The target of the survey was to discover the staff's opinion about the present state of the customer experience. The survey revealed, that the mandator’s staff thought, that the customer experience was still in development or maturation stage. The result showed, that the staff is ready to work to improve the customer experience. The purpose of the theme interviews was to figure out answers to the following questions: what is the most important channel for customers to make business with hardware stores, what kind of customer experiences beyond expectations had customers had and what bad experiences had customers had. The interviews were also used to find out: at what point of the visit did the customers feet the visit was at the best stage, did the feelings of the customer experience change during the transaction, what kind of impressions customers had about the mandator’s hardware store and what factors do the customers think when they choose a hardware store. The theme interviews for the clients pointed out, that the customer experience is at a good level and the images of the company are positive. Customers told that the most important way to be in contact with the mandator, is to visit the store. Based on customer interviews, one of the most important conclusions is that, the role and availability of the salespeople is crucial on building a customer experience and maintaining a good atmosphere in the store. The things that mostly affected the customer’s experiences by improving or weakening it were customer service situations and salespeople encounters. It must be acknowledged that the customer experience is built up from simple, sometimes very small and everyday things, that the customers confront. Creating a good customer experience requires the observation of the service path, identification of errors, and actions to fix them. Based on the theory and the interviews, a list of development actions, were made to improve the customer experience. The list includes tips for dealing with customers in service situations, instructions for handling complaints, and some simple things to make customers visits in the store easier....
The objective of this thesis was to study and improve the customer experience of a hardware store. The study was aimed at finding out the feelings experienced by customers at different contact points, focusing mostly on customer experience in the store. The thesis is a developmental research where the main research method is qualitative. In the theoretical framework the information was gathered on the areas of customer experience, measuring, managing and developing customer experience, and the service path. Based on the theories a survey was created for the hardware store’s staff and a theme interview for the clients. The target of the survey was to discover the staff's opinion about the present state of the customer experience. The survey revealed, that the mandator’s staff thought, that the customer experience was still in development or maturation stage. The result showed, that the staff is ready to work to improve the customer experience. The purpose of the theme interviews was to figure out answers to the following questions: what is the most important channel for customers to make business with hardware stores, what kind of customer experiences beyond expectations had customers had and what bad experiences had customers had. The interviews were also used to find out: at what point of the visit did the customers feet the visit was at the best stage, did the feelings of the customer experience change during the transaction, what kind of impressions customers had about the mandator’s hardware store and what factors do the customers think when they choose a hardware store. The theme interviews for the clients pointed out, that the customer experience is at a good level and the images of the company are positive. Customers told that the most important way to be in contact with the mandator, is to visit the store. Based on customer interviews, one of the most important conclusions is that, the role and availability of the salespeople is crucial on building a customer experience and maintaining a good atmosphere in the store. The things that mostly affected the customer’s experiences by improving or weakening it were customer service situations and salespeople encounters. It must be acknowledged that the customer experience is built up from simple, sometimes very small and everyday things, that the customers confront. Creating a good customer experience requires the observation of the service path, identification of errors, and actions to fix them. Based on the theory and the interviews, a list of development actions, were made to improve the customer experience. The list includes tips for dealing with customers in service situations, instructions for handling complaints, and some simple things to make customers visits in the store easier....
