Customer insights for the new product development: Posti palvelut Oy
Gorbachev, Andrey; Vinogradov, Vadim (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060112055
https://urn.fi/URN:NBN:fi:amk-2018060112055
Tiivistelmä
The thesis addresses the topic of the new product development based on the customer-oriented approach and covers the following issues such as product development stages, customer centricity, external communication between an organization and its customers and the factors influencing customer behaviour and values.
The primary goal was to suggest the products to Posti Oy suitable for their customers accord-ingly to their feedback and core values. Furthermore, to provide Posti Oy with strategies aimed to increase the customer-orientation level to get more insights for the new products and services.
The actual problems of given research are to explore the existing communication practises used by Posti Oy in B2C sector and to determine strengths and weaknesses for the further improvement of product and service quality.
The fundamentals of the theoretical background are organizational communication theories, cultural and ethical aspects of communication, changes caused by internationalization, customer-centric organization theories, etc.
The methods chosen to obtain quantitative and qualitative data are Webropol survey conduct-ed among Haaga-Helia students and personal interviews with the customers of postal services.
The research results show that even though Posti Oy and its competitors use a lot of innovative solutions in their products and services, the central role shall be given not to the solution or technology itself, but rather to the way it is used to satisfy the demands of target customer groups. Therefore, organizations should pay attention to build the strong public relations during the product-development stages through beta-testing and focus groups. In the contemporary situation, characterized by the increasing competition levels, it is harder to preserve the originality of a product or service for a long period, and, thus, its convenience and quality come to the first place.
The findings and suggestions of actual research can be implemented and furtherly developed for the analysis of changing customer behaviour and strengthening of customer loyalty as well as for the creation and testing of the new product ideas.
The primary goal was to suggest the products to Posti Oy suitable for their customers accord-ingly to their feedback and core values. Furthermore, to provide Posti Oy with strategies aimed to increase the customer-orientation level to get more insights for the new products and services.
The actual problems of given research are to explore the existing communication practises used by Posti Oy in B2C sector and to determine strengths and weaknesses for the further improvement of product and service quality.
The fundamentals of the theoretical background are organizational communication theories, cultural and ethical aspects of communication, changes caused by internationalization, customer-centric organization theories, etc.
The methods chosen to obtain quantitative and qualitative data are Webropol survey conduct-ed among Haaga-Helia students and personal interviews with the customers of postal services.
The research results show that even though Posti Oy and its competitors use a lot of innovative solutions in their products and services, the central role shall be given not to the solution or technology itself, but rather to the way it is used to satisfy the demands of target customer groups. Therefore, organizations should pay attention to build the strong public relations during the product-development stages through beta-testing and focus groups. In the contemporary situation, characterized by the increasing competition levels, it is harder to preserve the originality of a product or service for a long period, and, thus, its convenience and quality come to the first place.
The findings and suggestions of actual research can be implemented and furtherly developed for the analysis of changing customer behaviour and strengthening of customer loyalty as well as for the creation and testing of the new product ideas.