Service requirements for an English language consultancy startup in Finland
Pakkala, Satu (2015)
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015102115567
https://urn.fi/URN:NBN:fi:amk-2015102115567
Tiivistelmä
The objective of the thesis is to investigate the characteristics, preferences and preferred service offerings of potential customers of Paestum Oy.
The purpose of the research conducted on behalf of this thesis research is to assess the customer needs in relation to different services, to find out whether Paestum Oy’s current offered service sufficiently caters to its customer base, and finally to discover whether Paestum currently targets the right customer segments. As the company is still in its infancy and its markets are still somewhat unquantified, the collection of information and insights from the end user’s point of view was of high importance.
The theoretical section of the thesis introduces the case company and explains how service design methodologies form the main approach employed by the conducted research. The importance of customer understanding, customer value and the customer journey are also high-lighted. The main tool used during the research phase takes the form of a semi-structured interview utilising service cards to engage the interviewees.
The results of the study show that traditional services such as proofreading and translation were most highly valued, however social media management was recognised as a priority. In terms of Paestum Oy’s relationship with its customers, communication is of vital importance - whether it be with Paestum’s customers, during projects or during check-up calls at later periods. Delivery on what was promised and an open, honest style of work were highly appreciated. Finally, extensive research into potential customers allows for the creation of personalised services and price points, leading to referrals and long lasting business relationships.
The purpose of the research conducted on behalf of this thesis research is to assess the customer needs in relation to different services, to find out whether Paestum Oy’s current offered service sufficiently caters to its customer base, and finally to discover whether Paestum currently targets the right customer segments. As the company is still in its infancy and its markets are still somewhat unquantified, the collection of information and insights from the end user’s point of view was of high importance.
The theoretical section of the thesis introduces the case company and explains how service design methodologies form the main approach employed by the conducted research. The importance of customer understanding, customer value and the customer journey are also high-lighted. The main tool used during the research phase takes the form of a semi-structured interview utilising service cards to engage the interviewees.
The results of the study show that traditional services such as proofreading and translation were most highly valued, however social media management was recognised as a priority. In terms of Paestum Oy’s relationship with its customers, communication is of vital importance - whether it be with Paestum’s customers, during projects or during check-up calls at later periods. Delivery on what was promised and an open, honest style of work were highly appreciated. Finally, extensive research into potential customers allows for the creation of personalised services and price points, leading to referrals and long lasting business relationships.