Delivering Excellent Customer Experiences in a Multi-Channel Business Environment : Case: Company X, manufacturing site
Huhtamäki, Heli (2014)
Lapin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405055711
https://urn.fi/URN:NBN:fi:amk-201405055711
Tiivistelmä
The objective of research is to study the current interrelationships of CRM processes and Net Promoter Score information utilization for possible development of CRM processes at the case company’s manufacturing site. In addition, the thesis investigates the interrelationship dependencies of the customer relationship management processes to identify the key elements of organizational capabilities in customer relationships and customer experiences development. The case company is multinational company and global leader in its industry.
The theoretical framework for this research is cross organizational process based strategic framework of customer relationship management by Frow and Payne (2005; 2006). The researches were most relevant for this thesis in terms of cross organizational dependencies of CRM processes for value creation in customer relationships and delivery of excellent customer experience. Theoretical framework was created through relevant academic literature and researches.
The main research method is single case study. The empirical information was collected through case company documentary information, interviews and author’s own observations and work experience. Empirical evidences were used to mirror today’s competitiveness for the companies at the markets and to survive companies need to have differentiators at the markets and capabilities to design competitive advantages through customer feedback information i.e. voice of customer.
The results of this study suggests that cross organizational management of customer relationships and customer feedback information requires integration of processes, functions, technology and people at the case company. Main finding was that customer experiences take place at the personal level interactions in the multi-channel environment of the case company. To manage customer experiences, the company needs to have cross organizational processes in place and tools in use to share strategic valuable knowledge on customer emotional experiences to create competitive advantages.
Chapter 6, chapter 7 and reference list are not published in their full length in the Library version. Information used is classified as confidential.
The theoretical framework for this research is cross organizational process based strategic framework of customer relationship management by Frow and Payne (2005; 2006). The researches were most relevant for this thesis in terms of cross organizational dependencies of CRM processes for value creation in customer relationships and delivery of excellent customer experience. Theoretical framework was created through relevant academic literature and researches.
The main research method is single case study. The empirical information was collected through case company documentary information, interviews and author’s own observations and work experience. Empirical evidences were used to mirror today’s competitiveness for the companies at the markets and to survive companies need to have differentiators at the markets and capabilities to design competitive advantages through customer feedback information i.e. voice of customer.
The results of this study suggests that cross organizational management of customer relationships and customer feedback information requires integration of processes, functions, technology and people at the case company. Main finding was that customer experiences take place at the personal level interactions in the multi-channel environment of the case company. To manage customer experiences, the company needs to have cross organizational processes in place and tools in use to share strategic valuable knowledge on customer emotional experiences to create competitive advantages.
Chapter 6, chapter 7 and reference list are not published in their full length in the Library version. Information used is classified as confidential.