KOKEMUKSET ASIAKKUUKSIEN JOHTAMISESTA : Case: Buildercom Oy partneriasiakkaat

Abstract

Tässä opinnäytetyössä tutkittiin, miten Buildercom Oy:n partneritason asiakkaat olivat kokeneet heihin kohdistetun asiakkuuden hoitomallin. Tavoitteena oli tutkia, miten asiakkaat oli tällä hetkellä jaettu erilaisiin ryhmiin, millaista lisäarvoa hoitomallilla on mahdollisesti kyetty asiakkaille tuottamaan, ja mitkä tekijät ovat vaikuttaneet asiakkaiden kokemusten laatuun. Tutkimus toteutettiin kokonaisuudessaan kevään 2012 ja kevään 2013 välisenä aikana. Tutkimus suoritettiin, koska toimeksiantajalla oli tarve saada tietää, miten määrämuotoisilla asiakkuuden hoitomalleilla voidaan vaikuttaa asiakastyytyväisyyteen, asiakasuskollisuuteen ja laskutuksen määrään.

Opinnäytetyön teoriaosuudessa käsiteltiin aluksi asiakkuuksien johtamisen merkitystä ja siihen liittyviä riskejä. Seuraavaksi käsiteltiin asiakkuuksien jaottelua sekä asiakastietoa ja asiakaskokemuksia. Lopuksi teoriassa esiteltiin erilaisia asiakkuudenhallinnan keinoja sekä hoitomalleja.

Empiriaosuus toteutettiin keräämällä tietoa sekä dokumentteihin pohjautuvasta aineistosta että teemahaastatteluin. Dokumenttiaineiston pohjalta selvitettiin Buildercom Oy:n nykyistä asiakasjaottelua. Teemahaastatteluilla puolestaan selvitettiin, millaisia kokemuksia partneriasiakkailla oli hoitomalleista ja millaista lisäarvoa he olivat omaan toimintaansa saaneet Buildercom Oy:n kumppanuuden myötä.

Tutkimuksen tuloksena kävi ilmi, että Buildercom Oy:n asiakasjaottelu pohjautuu useisiin eri kriteereihin, jotka ovat kovia arvoja, kuten laskutuksen määrä ja asiakaskannattavuus. Yhdistävä tekijänä eri segmenteillä oli jokaisesta nimetty asiakasvastuuhenkilö. Lisäksi haastatteluissa selvisi, että Buildercom Oy:n pyrkimys kumppanuuteen asiakkaidensa kanssa on oikea suunta. Kaikki haastateltavat olivat ymmärtäneet asiakasvastuutoiminnan merkityksen ja kokemukset olivat positiivisia. Jatkossa Buildercom Oy voi kehittää hoitomalliaan muun muassa olemalla paremmin asiakkaan tavoitettavissa ja ohjaamalla asiakasta rohkeasti kehittämään toimintojaan.

The purpose of this thesis was to find out how the partner customers of Buildercom had experienced their customer care model. Another aim was to find out how the customers of Buildercom Oy were segmented, what kind of added value the company had possibly been able to offer to its customers, and what were the factors that affected customer experiences. The survey was conducted between spring 2012 and spring 2013. This thesis was assigned because the company had to know how specific customer care models can facilitate customer satisfaction, customer loyalty and the money that customers bring to the company.

At first, the theoretical section focuses on Customer Relationship Management and the risks related to it. Secondly, the theoretical section deals with segmentation, customer knowledge, and customer experience. Finally, the section presents diverse means of customer relationship management and customer care models.

The empirical section consists of document based information and theme interviews of customers. The essentials of the current segmentation were explored based on the documentation. The interviews gave information about what kinds of experiences the customers had of the customer care model and what kind of added value they had gained by being partners to Buildercom.

The results revealed that the segmentation is based on several criteria which are all hard values, such as the amount of billing and customer profitability. The Key Account Managers representing the customer segments act as links between these segments. Furthermore, the interviews revealed that Buildercom’s aim to be a partner to its customers is right. Each interviewee had understood the meaning of Customer Relationship Management, and their experiences were positive. In the future, Buildercom could improve its customer care models by being better reachable and courageously leading its customers to develop its organizational functions. The purpose of this thesis was to find out how the partner customers of Buildercom had experienced their customer care model. Another aim was to find out how the customers of Buildercom Oy were segmented, what kind of added value the company had possibly been able to offer to its customers, and what were the factors that affected customer experiences. The survey was conducted between spring 2012 and spring 2013. This thesis was assigned because the company had to know how specific customer care models can facilitate customer satisfaction, customer loyalty and the money that customers bring to the company.

At first, the theoretical section focuses on Customer Relationship Management and the risks related to it. Secondly, the theoretical section deals with segmentation, customer knowledge, and customer experience. Finally, the section presents diverse means of customer relationship management and customer care models.

The empirical section consists of document based information and theme interviews of customers. The essentials of the current segmentation were explored based on the documentation. The interviews gave information about what kinds of experiences the customers had of the customer care model and what kind of added value they had gained by being partners to Buildercom.

The results revealed that the segmentation is based on several criteria which are all hard values, such as the amount of billing and customer profitability. The Key Account Managers representing the customer segments act as links between these segments. Furthermore, the interviews revealed that Buildercom’s aim to be a partner to its customers is right. Each interviewee had understood the meaning of Customer Relationship Management, and their experiences were positive. In the future, Buildercom could improve its customer care models by being better reachable and courageously leading its customers to develop its organizational functions.