Improving Finnair Cargo Customer Experience : Case Online Booking Service
Heimonen, Kiia Janike (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021113022845
https://urn.fi/URN:NBN:fi:amk-2021113022845
Tiivistelmä
The objective of this Thesis is to propose improvements related to customer experience for Finnair Cargo Online Booking Service. The business challenge is to contribute to the ongoing project and improve Finnair Cargo Customer Experience with the Cargo Online Booking Service focusing on the Cargo Online Booking Service pilot.
The study is conducted using Action Research methodology and mainly uses qualitative research methods, with some elements of numeric/quantitative analysis. The study is implemented through multiple data collection methods, such as interviews, observations, benchmarking, and document analysis, and conducted in three phases, namely the current state analysis, the review of existing knowledge and best practice, the proposal building and validation of the proposal. The proposal is built by examining the customer journey, analyzing, and improving the existing pain points, and focusing on the development needs.
The co-created proposal demonstrates the stages of the case company’s online customer journey - touchpoints, motivations, experience, pain points, content needed, business goals, KPI’s and roles & tools involved in the journey. The online customer experience was developed continuously by applying a wide range of actions, starting from quick fixes based on the feedback and more long-term improvements proposed as a result of the study.
The study is conducted using Action Research methodology and mainly uses qualitative research methods, with some elements of numeric/quantitative analysis. The study is implemented through multiple data collection methods, such as interviews, observations, benchmarking, and document analysis, and conducted in three phases, namely the current state analysis, the review of existing knowledge and best practice, the proposal building and validation of the proposal. The proposal is built by examining the customer journey, analyzing, and improving the existing pain points, and focusing on the development needs.
The co-created proposal demonstrates the stages of the case company’s online customer journey - touchpoints, motivations, experience, pain points, content needed, business goals, KPI’s and roles & tools involved in the journey. The online customer experience was developed continuously by applying a wide range of actions, starting from quick fixes based on the feedback and more long-term improvements proposed as a result of the study.