Great customer experience as a competitive advantage : Burgerschuhe – retail company case
Lukina, Alina (2019)
Lukina, Alina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052913179
https://urn.fi/URN:NBN:fi:amk-2019052913179
Tiivistelmä
The final thesis is about the existing customer experience approaches, and it will define the need for its global use among companies. The key aspect overviewed in this thesis is that nowadays, customer experience is essential for every organization. However, most of the companies are not paying attention to customer experience at all. The customer experience sphere is a blind spot for those companies. Moreover, these companies do not follow the experience of big multinational companies which have achieved even great customer experience.
The awareness of customer experience arises when an organization wants to increase its customer satisfaction. Customer satisfaction implies customer loyalty, and that, in turn, increases the profitability of a company. In more technical words, customer experience must deal with the added value of a product or services offered by a company. Now, why should a company add value to its production? The answer is – to be competitive.
Nevertheless, today’s businesses compete not only in prices and innovation of products but also in elaborating new approaches to keep their loyal customers, so that competitors would not be able to follow the same path. Therefore, in this thesis, the idea of great customer experience as a competitive advantage will be developed by analyzing its importance, and the need for further changes, based upon the practice of a retail company “Burgerschuhe”.
The thesis is a problem identification research. The methodology of the research applied is qualitative. The awareness level of different employees about customer experience and its importance will be analyzed based on the in-depth interview with the CEO assistant of Burgerschuhe.
The awareness of customer experience arises when an organization wants to increase its customer satisfaction. Customer satisfaction implies customer loyalty, and that, in turn, increases the profitability of a company. In more technical words, customer experience must deal with the added value of a product or services offered by a company. Now, why should a company add value to its production? The answer is – to be competitive.
Nevertheless, today’s businesses compete not only in prices and innovation of products but also in elaborating new approaches to keep their loyal customers, so that competitors would not be able to follow the same path. Therefore, in this thesis, the idea of great customer experience as a competitive advantage will be developed by analyzing its importance, and the need for further changes, based upon the practice of a retail company “Burgerschuhe”.
The thesis is a problem identification research. The methodology of the research applied is qualitative. The awareness level of different employees about customer experience and its importance will be analyzed based on the in-depth interview with the CEO assistant of Burgerschuhe.
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