The role of service process in customer experience
Ylisirniö, Kirsi (2018)
Ylisirniö, Kirsi
Haaga-Helia ammattikorkeakoulu
2018
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120419870
https://urn.fi/URN:NBN:fi:amk-2018120419870
Tiivistelmä
In this research oriented thesis, the aim is to examine the role of the service process in
customer experience. How the service process affects customer experience is examined by describing and analysing a commissioning company´s service process and reviewing
how customers perceive the company. The purpose of the research is to identify service delivery processes with significant development needs and to recognize which of them are likely to impair the customer experience. In addition, the objective is to conduct a crossfunctional flowchart of one service delivery process that requires to be developed. Through a cross-functional flowchart, the bottlenecks of the process can be presented and suggestions for improvement actions can be provided.
To examine the research question, secondary data was mainly used. Secondary data was composed by gathering reliable information sources diversely, such as books, formally
published documents, survey data and the company´s internal information. When secondary data was used to explain the research question based on existing theories, information,
and ideas, primary data was used to provide new aspects about the thesis topic. For data collection, both quantitative and qualitative methods were used. Most of the data collection
was based on qualitative methods but to complement the research data, the quantitative method was also exploited. A significant part of data collection was carried out in the context of the project, in which the relationship between the company´s service process and customer experience was described and analysed.
As a conclusion of the research results, it can be stated that the service process affects the customer experience. In order to meet the customer demand, the company needs to match
its service delivery processes with the customer´s journey with the company. For producing a good customer experience, the company needs to understand its customers´ needs and
expectations and respond to them. In order to remain competitive, the company should pursue to improve its operations continually and recognize factors constraining the flow of service delivery. These factors, also referred to as bottlenecks, are likely to impair the customer
experience and hence they should be treated as critical development needs.
customer experience. How the service process affects customer experience is examined by describing and analysing a commissioning company´s service process and reviewing
how customers perceive the company. The purpose of the research is to identify service delivery processes with significant development needs and to recognize which of them are likely to impair the customer experience. In addition, the objective is to conduct a crossfunctional flowchart of one service delivery process that requires to be developed. Through a cross-functional flowchart, the bottlenecks of the process can be presented and suggestions for improvement actions can be provided.
To examine the research question, secondary data was mainly used. Secondary data was composed by gathering reliable information sources diversely, such as books, formally
published documents, survey data and the company´s internal information. When secondary data was used to explain the research question based on existing theories, information,
and ideas, primary data was used to provide new aspects about the thesis topic. For data collection, both quantitative and qualitative methods were used. Most of the data collection
was based on qualitative methods but to complement the research data, the quantitative method was also exploited. A significant part of data collection was carried out in the context of the project, in which the relationship between the company´s service process and customer experience was described and analysed.
As a conclusion of the research results, it can be stated that the service process affects the customer experience. In order to meet the customer demand, the company needs to match
its service delivery processes with the customer´s journey with the company. For producing a good customer experience, the company needs to understand its customers´ needs and
expectations and respond to them. In order to remain competitive, the company should pursue to improve its operations continually and recognize factors constraining the flow of service delivery. These factors, also referred to as bottlenecks, are likely to impair the customer
experience and hence they should be treated as critical development needs.