Stabilizing positive Customer Experience during employee changes
Hirvikallio, Hanna (2022)
Hirvikallio, Hanna
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060114185
https://urn.fi/URN:NBN:fi:amk-2022060114185
Tiivistelmä
Managing customer experience has become one of the key success factors in business. In organizations where personal relationship between the customer and the salesperson are strong, the changes within the employees can have major effect on customer experience if it is not managed properly. It is essential to determine how organizations could stabilize the positive customer experience even though employees are changing jobs.
This master’s thesis facilitated and documented part of the customer experience development program, focusing on customer experience during employee changes. Objectives of this thesis were to determine how, during the employee changes, organization 1) could manage customer experience and 2) which internal processes contribute positive customer experiences.
The theoretical framework was based on customer experience and its theories. Understanding of the customer experience, its key metrics and customer segmentation are essential when studying the impacts of employee changes towards customer experience. Commissioning party is business-to-business organization that aims to develop their customers’ businesses, but the customers can be small, 1-2 person companies that think and act more like consumers. That is why both mindsets, business-to-business and business-to-consumers customer experience theories were used. Marketing model SOSTAC is used as a model to implement the customer experience model into business-to-business organization.
Development task was done involving the employees of the organization. Data for document analysis was shared by the organization and three different workshops were arranged. Data from the workshops was collected using methodology from service design thinking and change management. All data was collected and analyzed with qualitative approach following the steps on SOSTAC model.
Goal of this study was to understand the current situation of the customer experience, collect understanding how different customer segments are affected by the employee changes and how organization could maintain the customer experience level. Ideal situation was determined, what kind of actions are needed to reach that level and what the ideal process to stabilize the customer experience would include. As a result, the actions that were determined were: information flow inside the organization and towards customers, support multichannel approach for customers to be in touch with the organization, clear process, and project leader for the process to ensure success.
This thesis contains confidential information that has been removed from the published version.
This master’s thesis facilitated and documented part of the customer experience development program, focusing on customer experience during employee changes. Objectives of this thesis were to determine how, during the employee changes, organization 1) could manage customer experience and 2) which internal processes contribute positive customer experiences.
The theoretical framework was based on customer experience and its theories. Understanding of the customer experience, its key metrics and customer segmentation are essential when studying the impacts of employee changes towards customer experience. Commissioning party is business-to-business organization that aims to develop their customers’ businesses, but the customers can be small, 1-2 person companies that think and act more like consumers. That is why both mindsets, business-to-business and business-to-consumers customer experience theories were used. Marketing model SOSTAC is used as a model to implement the customer experience model into business-to-business organization.
Development task was done involving the employees of the organization. Data for document analysis was shared by the organization and three different workshops were arranged. Data from the workshops was collected using methodology from service design thinking and change management. All data was collected and analyzed with qualitative approach following the steps on SOSTAC model.
Goal of this study was to understand the current situation of the customer experience, collect understanding how different customer segments are affected by the employee changes and how organization could maintain the customer experience level. Ideal situation was determined, what kind of actions are needed to reach that level and what the ideal process to stabilize the customer experience would include. As a result, the actions that were determined were: information flow inside the organization and towards customers, support multichannel approach for customers to be in touch with the organization, clear process, and project leader for the process to ensure success.
This thesis contains confidential information that has been removed from the published version.