Measuring Customer Experience in Event Marketing
Rousu, Katri (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052411472
https://urn.fi/URN:NBN:fi:amk-2022052411472
Tiivistelmä
This thesis is conducted as a commission for Sisters & Company Oy, an event marketing agency, based in Espoo, Finland. Thesis is commissioned to help the company with their customer experience measurement and to help them collect valuable data from their customers which ultimately can help them develop their services in the future.
The objective of this thesis is to gain a better understanding of the company’s customer journey, how the customer experience is formed throughout it and how the customer experience should be measured in the future. Ultimately the objective is to create a product that will help Sisters & Company Oy to measure the experience and satisfaction of their customers. The commissioned product created is a customer satisfaction survey that includes meters to measure the customer experience.
Theoretical framework introduced in this thesis supports all findings gathered with the empirical research. The goal for the theoretical framework is to collect information that will help and support the implementation of the final product. The theory chapters will introduce the elements that create successful customer experience, what are the benefits of it and how customer experience can be measured. Theoretical chapters also focus on introducing customer journey, how it can be mapped and how the company can profit from it. All the theoretical information introduced in this thesis will help create the framework for the final product and support the implementation of it together with the empirical research.
This thesis’ empirical research is conducted as a qualitative research that uses interviews as a research method to collect information. The goal of the research is to find out what elements currently create the customer experience to customers during the customer journey. The research aims to understand the customer journey and customer experience elements of Sisters & Company Oy by interviewing the employees of the company. Based on the information collected from this research the customer journey map is modelled, meters to measure the customer experience are carefully selected and framework for the final product together with theory will be created.
The product of the thesis is a customer satisfaction survey that the company can use in the future to measure their customer experience. The survey measures the experience and satisfaction of the company’s customers from the beginning of the customer journey until the end of it throughout all its touchpoints.
The research and the product of this thesis are necessary to the company since the satisfaction of clients has not been measured due to the covid-19 pandemic. New services have been launched during this time, but the measuring of how well these new implementations have been received and what the current state of the customer experience and satisfaction is has been neglected. The product will help the company to collect information on how how their services are received, how satisfied their customers are and what are the possible areas for development.
The objective of this thesis is to gain a better understanding of the company’s customer journey, how the customer experience is formed throughout it and how the customer experience should be measured in the future. Ultimately the objective is to create a product that will help Sisters & Company Oy to measure the experience and satisfaction of their customers. The commissioned product created is a customer satisfaction survey that includes meters to measure the customer experience.
Theoretical framework introduced in this thesis supports all findings gathered with the empirical research. The goal for the theoretical framework is to collect information that will help and support the implementation of the final product. The theory chapters will introduce the elements that create successful customer experience, what are the benefits of it and how customer experience can be measured. Theoretical chapters also focus on introducing customer journey, how it can be mapped and how the company can profit from it. All the theoretical information introduced in this thesis will help create the framework for the final product and support the implementation of it together with the empirical research.
This thesis’ empirical research is conducted as a qualitative research that uses interviews as a research method to collect information. The goal of the research is to find out what elements currently create the customer experience to customers during the customer journey. The research aims to understand the customer journey and customer experience elements of Sisters & Company Oy by interviewing the employees of the company. Based on the information collected from this research the customer journey map is modelled, meters to measure the customer experience are carefully selected and framework for the final product together with theory will be created.
The product of the thesis is a customer satisfaction survey that the company can use in the future to measure their customer experience. The survey measures the experience and satisfaction of the company’s customers from the beginning of the customer journey until the end of it throughout all its touchpoints.
The research and the product of this thesis are necessary to the company since the satisfaction of clients has not been measured due to the covid-19 pandemic. New services have been launched during this time, but the measuring of how well these new implementations have been received and what the current state of the customer experience and satisfaction is has been neglected. The product will help the company to collect information on how how their services are received, how satisfied their customers are and what are the possible areas for development.