Building organaizational customer profiles for the Baltic Sea Underground Innovation Network (BSUIN) project - A part of service design
Luu, Anh; Vo, Mai (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019092219152
https://urn.fi/URN:NBN:fi:amk-2019092219152
Tiivistelmä
This research work has been conducted for the Baltic Sea Underground Innovation Network (BSUIN) project for bachelor’s thesis. Project’s members are from OAMK and the BSUIN project. The background and the topic of this thesis was chosen in order to create organizational customer profiles for the BSUIN project, based on the request of the assignor.
The objective of the thesis is to build a proper customer profile of industrial companies which will be later used in designing services for project participants. The outcomes of this thesis would contribute to industrial Service design which support to the project partners and the research team. As a part of the project, this thesis helps to describe the customer's portrait, motives to use the service as well as how the service brings value to the customer, etc.
Due to the nature of the topic, which is getting to know and understanding customers' insights, experiences and opinions to design a better service through developing customer profiles, the research method applied is qualitative research. In this thesis, both primary data and secondary data were used. Secondary data was gathered through organizations' own data archive, prior research studies, publish documents, books, special catalogues and electronic indices. On the other hand, questionnaire was used as a primary data collection technique for gathering data in qualitative methodology, with the responses of six organizations’ representatives.
The establishment of customer profiles is the result of collecting and analyzing all the data, which is also the leading target of the research. After resolving the data, five distinct customer profiles were made with six buyer personas. However, due to the confidential issue of the organizations’ representatives, these profiles will be hidden from the public readers. (In case anyone needs access to these profiles, please contact the authors or related parties). Nevertheless, two suggested customer profiles will be provided as example models for the UL customer profiles. The profiles not only include the existing understanding of the organizational customers, but also provide the characteristics of the clients through research data.
For further research, the knowledge about clients’ behavior could be developed to achieve further understanding. The underground laboratories could generate individual-designed-marketing materials for each customer group with the help of the knowledge of clients’ behavior to attain more effective marketing activities.
The objective of the thesis is to build a proper customer profile of industrial companies which will be later used in designing services for project participants. The outcomes of this thesis would contribute to industrial Service design which support to the project partners and the research team. As a part of the project, this thesis helps to describe the customer's portrait, motives to use the service as well as how the service brings value to the customer, etc.
Due to the nature of the topic, which is getting to know and understanding customers' insights, experiences and opinions to design a better service through developing customer profiles, the research method applied is qualitative research. In this thesis, both primary data and secondary data were used. Secondary data was gathered through organizations' own data archive, prior research studies, publish documents, books, special catalogues and electronic indices. On the other hand, questionnaire was used as a primary data collection technique for gathering data in qualitative methodology, with the responses of six organizations’ representatives.
The establishment of customer profiles is the result of collecting and analyzing all the data, which is also the leading target of the research. After resolving the data, five distinct customer profiles were made with six buyer personas. However, due to the confidential issue of the organizations’ representatives, these profiles will be hidden from the public readers. (In case anyone needs access to these profiles, please contact the authors or related parties). Nevertheless, two suggested customer profiles will be provided as example models for the UL customer profiles. The profiles not only include the existing understanding of the organizational customers, but also provide the characteristics of the clients through research data.
For further research, the knowledge about clients’ behavior could be developed to achieve further understanding. The underground laboratories could generate individual-designed-marketing materials for each customer group with the help of the knowledge of clients’ behavior to attain more effective marketing activities.