Digital Customer Experience: A Customer Perspective
Haruna, Adamu (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202002132381
https://urn.fi/URN:NBN:fi:amk-202002132381
Tiivistelmä
This thesis examines digital customer experience from a customer perspective. While different companies are at different phases of the digitalization, there have been several digitalization frameworks proposed by academics and the industries based on researching these companies. One key or core element in digitilisation frameworks proposed by these research studies is “UNDERSTANDING” the customer. Companies have therefore substantially invested in infrastructure to collect customer indirect data to understand the customer. However, there is no view or research on customers own perspectives and experiences. For example, how customers feel going through this digital transformation and the impact the availability of digital technologies has on their behaviors , actions and experiences.
This thesis examines and review the patterns of these industry frameworks (referred to in this document as the organisational perspective) to validate the different findings in earlier studies. More importantly the thesis conducts research by method of survey, on customer perspectives , feelings, behavior and actions as the customers go through the customer experience journey in the digital world (referred to in this document as customer perspective). In merging the organisational and customer perspectives of digital customer experience journey , some of the key findings of this thesis were that the industry current approach, which is mostly based on collecting inferred data, does not give 360 view and holistic understating of customers. The reason being the difficulty in predicting customers behavior and leanings with decent accuracy due the various changing factors enabled by advanced technologies such as access to information and choices, and the effect of customer virtual platforms i.e. networks of networks of people.
A summary of recommendation in this thesis to address some of these key findings and gaps are to develop a culture, infrastructure and capability that makes customer a stakeholder, with corresponding inputs and benefits, in the whole digital customer experiences journey and processes
This thesis examines and review the patterns of these industry frameworks (referred to in this document as the organisational perspective) to validate the different findings in earlier studies. More importantly the thesis conducts research by method of survey, on customer perspectives , feelings, behavior and actions as the customers go through the customer experience journey in the digital world (referred to in this document as customer perspective). In merging the organisational and customer perspectives of digital customer experience journey , some of the key findings of this thesis were that the industry current approach, which is mostly based on collecting inferred data, does not give 360 view and holistic understating of customers. The reason being the difficulty in predicting customers behavior and leanings with decent accuracy due the various changing factors enabled by advanced technologies such as access to information and choices, and the effect of customer virtual platforms i.e. networks of networks of people.
A summary of recommendation in this thesis to address some of these key findings and gaps are to develop a culture, infrastructure and capability that makes customer a stakeholder, with corresponding inputs and benefits, in the whole digital customer experiences journey and processes