Creating the service concept in the private educational service sector - The importance and benefits
Lindfors, Tinja (2016)
Laurea-ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016112918146
https://urn.fi/URN:NBN:fi:amk-2016112918146
Tiivistelmä
The aim of the thesis was to investigate how to create service concept templates in order to help all levels of customer service company personnel to understand what is included and expected in the service delivery process in each customer portfolio. During the research the benefits and different ways of constructing the service concepts were also investigated. The main research question of the thesis was if service concepts could increase the efficiency in the service delivery processes and simultaneously strengthen the customer service experience with the same cost structure. The research focused on investigating the benefits and possibilities of service concepts in the private educational service sector. In recent years the educational markets have faced the changes in businesses; major educational service providers in Finland have merged from sole providers to service providers with an extensive product portfolio focusing on meeting every customer in education markets. Even though the common goal is to offer the customer the best possible learning experience, when adding some new customer segments, the service provider will face also the challenge of cost structure in new products.
During the service design process, the main focus of the study was to learn and understand expectations of different customer segments. The process was conducted by using the design process including the following steps, exploration, creation, reflection and implementation. Service-dominant logic, customer experience, customer value and service concept were investigated in order to support the conducted field work. The results of the conduct-ed research have increased the understanding of customer service personnel regarding different customer segments and the expectations about the service offer set by the management level. At the same time the service delivery process of the case company has changed to be more focused and efficient.
During the service design process, the main focus of the study was to learn and understand expectations of different customer segments. The process was conducted by using the design process including the following steps, exploration, creation, reflection and implementation. Service-dominant logic, customer experience, customer value and service concept were investigated in order to support the conducted field work. The results of the conduct-ed research have increased the understanding of customer service personnel regarding different customer segments and the expectations about the service offer set by the management level. At the same time the service delivery process of the case company has changed to be more focused and efficient.