How to develop Customer Experience in a B2B start-up company
Suero, Piritta (2018)
Suero, Piritta
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804285818
https://urn.fi/URN:NBN:fi:amk-201804285818
Tiivistelmä
Customer experience must be taken into consideration in every company’s business planning nowadays, since a great amount of business happens online. Customers are more aware of what they want, even before they contact the provider of the product or service, and a positive customer experience can really make a difference when decisions about choosing a provider are being made.
Customer experience means more than just customer service. It can be understood as the overall feeling a customer gets out of the process of buying a product or service, and it is something that can extend throughout the customer’s entire life.
In this thesis, the possible ways of developing the customer experience are being studied from the point of view of a Finnish start-up company, TalentAdore, that sells software to B2B-customers using the SaaS business model. This thesis is done as a procedural qualitative development project, by applying theory to the commissioning company’s case.
The special customer journey in this kind of business is explained and applied to the case of the commissioning company. The development of customer experience is then explained through theory. On the empirical side, a Net Promoter Score survey is carried out with the company’s existing customers. The results of the survey are then analysed, and the conclusions are used to give ideas for improvement of the customer experience in the commissioning company. Online tools and platforms are also suggested for use in collecting feedback and responding to customer requests, as well as software for keeping a record of the CRM and marketing automation. The importance of customer feedback and active communication with customers in different stages of their customer journey is also discussed.
As a result, this thesis suggests procedures for how to involve all the members of the team in the creation of customer experience. Examples of these are presented in the results section of this thesis. The main conclusions of this thesis are the need of including customer experience management in the company’s strategy and the improvement of targeted customer communication in the touchpoints of the customer journey.
Customer experience means more than just customer service. It can be understood as the overall feeling a customer gets out of the process of buying a product or service, and it is something that can extend throughout the customer’s entire life.
In this thesis, the possible ways of developing the customer experience are being studied from the point of view of a Finnish start-up company, TalentAdore, that sells software to B2B-customers using the SaaS business model. This thesis is done as a procedural qualitative development project, by applying theory to the commissioning company’s case.
The special customer journey in this kind of business is explained and applied to the case of the commissioning company. The development of customer experience is then explained through theory. On the empirical side, a Net Promoter Score survey is carried out with the company’s existing customers. The results of the survey are then analysed, and the conclusions are used to give ideas for improvement of the customer experience in the commissioning company. Online tools and platforms are also suggested for use in collecting feedback and responding to customer requests, as well as software for keeping a record of the CRM and marketing automation. The importance of customer feedback and active communication with customers in different stages of their customer journey is also discussed.
As a result, this thesis suggests procedures for how to involve all the members of the team in the creation of customer experience. Examples of these are presented in the results section of this thesis. The main conclusions of this thesis are the need of including customer experience management in the company’s strategy and the improvement of targeted customer communication in the touchpoints of the customer journey.