Lead nurturing at Company X
Tanhuanpää, Jaakko-Juhani (2020)
Tanhuanpää, Jaakko-Juhani
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121428182
https://urn.fi/URN:NBN:fi:amk-2020121428182
Tiivistelmä
As the impact of digitalization is considerable in vast amount of industries globally, banking sector in Finland is not an exception. Furthermore, recent COVID-19 pandemic has intensified the impact in some cases. Companies in the Finnish banking sector have varied in terms of digital orientation already before the pandemic. As a result of digitalization, new procedures have been developed on areas such as customer service.
It can be argued, that for a more brick-and-mortar type of operators, these rapidly changed circumstances pose a great challenge. Company X operates in the Finnish banking sector and has consistently aimed at differentiating from competitors with a strong personal service focus. From operations point of view considering the size of the company, the focus has been evident through extensive opening hours on live locations and the quantity of sites where the service is provided. Since the spring 2020, the impact of the pandemic has accelerated the pace in which digital elements have been embedded in the operations.
As for adding and developing such elements, the area of customer acquisition has also been critically examined. As a result of the examination, Company X decided to explore the process of lead nurturing as a sub-area in more depth. According to the company representatives, this area is of great interest for the company and would benefit the inclusion of relevant digital elements in customer acquisition.
The purpose of this thesis was to assess the current state of lead nurturing efforts at Company X and provide future recommendations for development. The main research question of this thesis was how Company X could improve its lead nurturing efforts in the future? As a result of the thesis process, the current state was assessed, and future recommendations were provided regarding how the company could improve its lead nurturing efforts. Microsoft Teams meetings, phone calls and emails with Company X representatives were utilized for data gathering, finally resulting to a conclusive interview with the Sales Director.
It can be argued, that for a more brick-and-mortar type of operators, these rapidly changed circumstances pose a great challenge. Company X operates in the Finnish banking sector and has consistently aimed at differentiating from competitors with a strong personal service focus. From operations point of view considering the size of the company, the focus has been evident through extensive opening hours on live locations and the quantity of sites where the service is provided. Since the spring 2020, the impact of the pandemic has accelerated the pace in which digital elements have been embedded in the operations.
As for adding and developing such elements, the area of customer acquisition has also been critically examined. As a result of the examination, Company X decided to explore the process of lead nurturing as a sub-area in more depth. According to the company representatives, this area is of great interest for the company and would benefit the inclusion of relevant digital elements in customer acquisition.
The purpose of this thesis was to assess the current state of lead nurturing efforts at Company X and provide future recommendations for development. The main research question of this thesis was how Company X could improve its lead nurturing efforts in the future? As a result of the thesis process, the current state was assessed, and future recommendations were provided regarding how the company could improve its lead nurturing efforts. Microsoft Teams meetings, phone calls and emails with Company X representatives were utilized for data gathering, finally resulting to a conclusive interview with the Sales Director.