Improving customer experience in NewCo YritysHelsinki’s events through service design
Cao Bich, Lien (2017)
Cao Bich, Lien
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060212073
https://urn.fi/URN:NBN:fi:amk-2017060212073
Tiivistelmä
This thesis was commissioned by NewCo YritysHelsinki, an organization offering public services to support the establishment of new companies. The thesis focuses on researching the current event operational process in NewCo YritysHelsinki and customer experience during event participation. From the collected data, the author uses service design methods to find solutions for existing problems and suggest changes.
The theoretical framework for the thesis includes two main parts: event operational management and service design thinking. Event operational theory consists of definitions of events and event management, the process of event operation, types of event, target customers, event planning, and event implementation. In the event implementation part, the author highlights three main areas which relate directly to the research in NewCo YritysHelsinki, centering on human resources, site management, and catering. The second part is about Service Design thinking, which serves as the approach and methods to investigate the case and improve the quality of service. In this part, the author explains the principles of service design thinking and presents two tools for this approach: personas and customer journey map.
In this thesis, service design is used as the primary approach. In Service Design tools, the author uses the two tools of Personas and Customer Journey map to portray the differences between two target customer groups and illustrate the customer experiences in the whole event participation separately. Using those tools, the author collected data from the qualitative feedback of event customers in NewCo YritysHelsinki and by interviewing the event planner in the organization for more information. In the improvement part, the author benchmarks NewCo YritysHelsinki with Microsoft Flux, a startup community space, in order to learn from their success.
The key results include three parts: discovery of the current event performance quality in NewCo YritysHelsinki measured by customer satisfaction, and recommendations for improving event organizing and for operational change in the organization. The first part’s result reveals weak brand communication, incoherence in information channels, and technical issues in the registration pro-cess. The second part suggests solutions to make the digital interactions more user-friendly for the attendees. The last part combines both the current performance observation with the consideration to the strategy of the organization to come up with a few suggestions: to increase the information flow in the building of available services, and to decrease the number of in-house events while creating more chances for external events.
The theoretical framework for the thesis includes two main parts: event operational management and service design thinking. Event operational theory consists of definitions of events and event management, the process of event operation, types of event, target customers, event planning, and event implementation. In the event implementation part, the author highlights three main areas which relate directly to the research in NewCo YritysHelsinki, centering on human resources, site management, and catering. The second part is about Service Design thinking, which serves as the approach and methods to investigate the case and improve the quality of service. In this part, the author explains the principles of service design thinking and presents two tools for this approach: personas and customer journey map.
In this thesis, service design is used as the primary approach. In Service Design tools, the author uses the two tools of Personas and Customer Journey map to portray the differences between two target customer groups and illustrate the customer experiences in the whole event participation separately. Using those tools, the author collected data from the qualitative feedback of event customers in NewCo YritysHelsinki and by interviewing the event planner in the organization for more information. In the improvement part, the author benchmarks NewCo YritysHelsinki with Microsoft Flux, a startup community space, in order to learn from their success.
The key results include three parts: discovery of the current event performance quality in NewCo YritysHelsinki measured by customer satisfaction, and recommendations for improving event organizing and for operational change in the organization. The first part’s result reveals weak brand communication, incoherence in information channels, and technical issues in the registration pro-cess. The second part suggests solutions to make the digital interactions more user-friendly for the attendees. The last part combines both the current performance observation with the consideration to the strategy of the organization to come up with a few suggestions: to increase the information flow in the building of available services, and to decrease the number of in-house events while creating more chances for external events.