Changing tomorrow in customer experience
Olenius, Leena (2013)
Olenius, Leena
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112518240
https://urn.fi/URN:NBN:fi:amk-2013112518240
Tiivistelmä
This Master’s thesis explores the customer experience approach and considers the need of development in customer experience management in the case company. The key issues are how customer experience management, CEM, causes attention and whether it can be improved. Customer experience is important to take into account if the company wants to improve their customer satisfaction and this way to offer an added value to its important customers.
Today’s business life has its own challenges and especially what comes to customer relations. Companies can no longer compete only with price or with products, they need to develop services and experiences that truly matter to their customers and that competitor cannot replicate too easily. Products don’t necessarely differ much from each other but the competitive advantage can really be in a customer experience. The better a customer’s experience is taken into consideration and done strategies on how it’s managed, the better value it will give both for the company and the customers. This thesis’ case company operates nationally, and as a part of the global organization, producing health care –related products and services.
This thesis investigates how the case company’s employees in different levels of organization think about customer experience and customer experience management. This study’s research method is quantitative. The research was conducted with a semi-structured questionnaire and study group received an internet link to Wepropol. The results were analyzed by content and by using theory-based content analysis.
The majority of the respondents thought that the definition of CEM is not as familiar as CRM. Still they were able to define a customer experience and excellent customer experience very well and also saw that they are able to plan customer meetings and experiences that they offer in advance. The case company was seen as differentiated from it competitors in a positive way and the benefits from that and also from customer satisfaction were recognized.
Today’s business life has its own challenges and especially what comes to customer relations. Companies can no longer compete only with price or with products, they need to develop services and experiences that truly matter to their customers and that competitor cannot replicate too easily. Products don’t necessarely differ much from each other but the competitive advantage can really be in a customer experience. The better a customer’s experience is taken into consideration and done strategies on how it’s managed, the better value it will give both for the company and the customers. This thesis’ case company operates nationally, and as a part of the global organization, producing health care –related products and services.
This thesis investigates how the case company’s employees in different levels of organization think about customer experience and customer experience management. This study’s research method is quantitative. The research was conducted with a semi-structured questionnaire and study group received an internet link to Wepropol. The results were analyzed by content and by using theory-based content analysis.
The majority of the respondents thought that the definition of CEM is not as familiar as CRM. Still they were able to define a customer experience and excellent customer experience very well and also saw that they are able to plan customer meetings and experiences that they offer in advance. The case company was seen as differentiated from it competitors in a positive way and the benefits from that and also from customer satisfaction were recognized.