Learning Scoop - Drawing a plan for an online customer community to share service creation and development

Abstract

This thesis was commissioned by Learning Scoop, a Finnish education firm that has struggled to understand its global costumers’ needs and is open to any suggestions that may address this long-standing issue. As a result of the author's suggestion, a plan for an online customer community to co-create and develop services was established. This online customer community aims to help the company better understand its current and prospective customers' needs and wants to potentially boost sales and extend customer base. The author analysed secondary data from scientific publications to learn about different firms' efforts in effectively integrating customers in product creation through co-sharing and customer engagement, and the role online customer communities have played in this endeavour. The author adopted written and oral interviews to learn about Learning Scoop customers' acceptance of a community and their willingness to contribute. Learning Scoop members were queried about their previous customer engagement initiatives and if they considered this online customer community as a solution.

With product/service co-creation and customer involvement beginning in the ideation phase, several organisations have succeeded in personalising their products/services and matching consumer expectations. This customer inclusion may assist Learning Scoop discover untapped education business opportunities and demands, boosting their service portfolio and possibly acquire more customers. In interviews, Learning Scoop customers expressed their willingness to contribute to the online customer community, share information with peers, and co-create services. Customers' sole community contribution will be based on its value. Learning Scoop members had a limited understanding of co-sharing services with consumers, but they wanted to improve customer engagement through an online community. Learning Scoop and community members must exchange relevant information on the Finnish and international education scenes. Relevant and valuable content is key to community engagement. Visuals were rated higher than text, indicating that methods of transmitting information matters. Platform technology should support community goals. The community leader's profile is crucial to the community's success, as moderating the code of conduct, renewing the community's excitement and interaction, monitoring the discussion flow, and content moderation all begin with this one or a few people managing the community.