Improving the Online Service of a Construction Company
Büyükaslan, Erdem (2019)
2019
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2019052612028
http://urn.fi/URN:NBN:fi:amk-2019052612028
Tiivistelmä
This thesis focuses on the improvement of the YIT Plus service portal. The study was triggered by the business challenge of YIT Plus having low satisfaction and usage rates. This study was carried out by analysing the current state of the YIT Plus and proposing focused suggestions how to improve its content. The study used primary and secondary data. The primary data was collected from extensive customer feedbacks stored in tableau at the case company, interviews with the key stakeholders and customer interviews.
The current state analysis scrutinized the current YIT Plus features and functions. It was based on the analysis of customers’ opinions collected via feedback and surveys about the current available services in YIT Plus and demands by customers for future services based on their needs. The current state analysis revealed that there are challenges related to, first of all, lack of content and value for customers, second, usability, and third, awareness of the service portal. Among these three weaknesses, lack of content was chosen as the most critical component for the service improvement.
To tackle this weakness, the study looked for suggestions from literature and best practice how to approach the lack of content in a service. Suggestions from literature pointed out the ways how the content creation can be done by focusing on customer needs and the type of content needed at each stage of the customer lifecycle.
The proposal for content creation in this study was developed by addressing the challenges revealed from the current service portal with (a) the suggestions from literature and (b) co-creating the proposal for the service improvement with the key stakeholders and a few customers. Importantly, the customer needs were derived from an extensive previous research focused specifically on identifying the customer needs (and used as a secondary data in this study). All these inputs led to the proposal how to improve the current YIT Plus by offering the unique service content demanded by the customers and anchored to specific phases in the customer lifecycle. Additionally, the study pointed to a few further service content ideas based on the identified service improvement opportunities for YIT Plus.
The outcome is the development of the service content proposal for customers in one life-cycle phase (“Moving-in” service) that addresses the customer need for a “smooth moving in”. This direct address of the customer need should increase the customer satisfaction and the usage rate of the YIT Plus service. The study also opens up other opportunities for the service portal improvement.
The current state analysis scrutinized the current YIT Plus features and functions. It was based on the analysis of customers’ opinions collected via feedback and surveys about the current available services in YIT Plus and demands by customers for future services based on their needs. The current state analysis revealed that there are challenges related to, first of all, lack of content and value for customers, second, usability, and third, awareness of the service portal. Among these three weaknesses, lack of content was chosen as the most critical component for the service improvement.
To tackle this weakness, the study looked for suggestions from literature and best practice how to approach the lack of content in a service. Suggestions from literature pointed out the ways how the content creation can be done by focusing on customer needs and the type of content needed at each stage of the customer lifecycle.
The proposal for content creation in this study was developed by addressing the challenges revealed from the current service portal with (a) the suggestions from literature and (b) co-creating the proposal for the service improvement with the key stakeholders and a few customers. Importantly, the customer needs were derived from an extensive previous research focused specifically on identifying the customer needs (and used as a secondary data in this study). All these inputs led to the proposal how to improve the current YIT Plus by offering the unique service content demanded by the customers and anchored to specific phases in the customer lifecycle. Additionally, the study pointed to a few further service content ideas based on the identified service improvement opportunities for YIT Plus.
The outcome is the development of the service content proposal for customers in one life-cycle phase (“Moving-in” service) that addresses the customer need for a “smooth moving in”. This direct address of the customer need should increase the customer satisfaction and the usage rate of the YIT Plus service. The study also opens up other opportunities for the service portal improvement.