The significant of personalization in customer experience design
Nguyen, Hoang Phu (2017)
Lataukset:
Saimaan ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705127926
https://urn.fi/URN:NBN:fi:amk-201705127926
Tiivistelmä
The objective of this study was to introduce new concept in customer service which is called “Personalization”.
The theoretical framework of this concept was built from the foundations of Customer Relationship Management and Customer Experience Management. Data was collected through various sources: academic books, research articles, experts’ blogs. The study of empirical includes the analysis of case company Amazon. It was carried out using the qualitative approach comprises of document analysis and semi-structured interview.
The outcomes of the study show that there are potentials and rooms to grow for “Personalization” in the future. Therefore, it encourages enterprises to consider investing in developing proper Customer Relationship Management systems in order not to fall behind in associating services besides actual products. The concept can be implemented to different types of industry and scale of enterprise. Hence, through the analysis and data provided in the study, companies and consumers can identify a new trend as well as acknowledge the great values of customer services as adequately as advanced products.
The theoretical framework of this concept was built from the foundations of Customer Relationship Management and Customer Experience Management. Data was collected through various sources: academic books, research articles, experts’ blogs. The study of empirical includes the analysis of case company Amazon. It was carried out using the qualitative approach comprises of document analysis and semi-structured interview.
The outcomes of the study show that there are potentials and rooms to grow for “Personalization” in the future. Therefore, it encourages enterprises to consider investing in developing proper Customer Relationship Management systems in order not to fall behind in associating services besides actual products. The concept can be implemented to different types of industry and scale of enterprise. Hence, through the analysis and data provided in the study, companies and consumers can identify a new trend as well as acknowledge the great values of customer services as adequately as advanced products.