New Operational Model
Pinomäki, Joni (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022113025112
https://urn.fi/URN:NBN:fi:amk-2022113025112
Tiivistelmä
This thesis focuses on creating an operational support model for maintenance, which is based on customer segmentation and provides the best value for customer and for the company. This means that thesis focus is on three issues. 1. Customer segmentation, 2. customer satisfaction and 3. operational model. Business challenge is in the current operational model in maintenance. There are too many customers and/or no implemented segmentation, nor a clear support model. This leads to a situation where some customers get proper service and others are left without support. The situation is fragile and can easily lead to drop in customer retention.
The study is based on the action research methodology. Action research is an approach to research that aims both at taking action and creating knowledge or theory about that action. To be more precise, the focus in action research is research in action, not research about action. In this thesis, data is collected from internal documentation, survey results and discussions with customer representatives and internal personnel. Literature review concentrated on the theory of segmentation, customer satisfaction and operational model descriptions and frameworks.
The thesis results indicate that with segmenting the customers, their expectations can be managed more efficiently. This will lead to a possibility to run more structured operations. Finally, this should affect the customer satisfaction and create more profitable business. The theoretical framework of the thesis points out that expectations management can highly affect to profit company can get.
For the company, the new operational model will offer a new way to manage their customers and tools to improve customer satisfaction, and with that it should improve the profitability. The company’s employees will also be more satisfied in their job which will decrease the risk of the personnel leaving. By utilizing the results of this study, the company can better plan its actions and its ways of working. This study revealed that customer engagement is not purely a technical process, but also a human process.
The study is based on the action research methodology. Action research is an approach to research that aims both at taking action and creating knowledge or theory about that action. To be more precise, the focus in action research is research in action, not research about action. In this thesis, data is collected from internal documentation, survey results and discussions with customer representatives and internal personnel. Literature review concentrated on the theory of segmentation, customer satisfaction and operational model descriptions and frameworks.
The thesis results indicate that with segmenting the customers, their expectations can be managed more efficiently. This will lead to a possibility to run more structured operations. Finally, this should affect the customer satisfaction and create more profitable business. The theoretical framework of the thesis points out that expectations management can highly affect to profit company can get.
For the company, the new operational model will offer a new way to manage their customers and tools to improve customer satisfaction, and with that it should improve the profitability. The company’s employees will also be more satisfied in their job which will decrease the risk of the personnel leaving. By utilizing the results of this study, the company can better plan its actions and its ways of working. This study revealed that customer engagement is not purely a technical process, but also a human process.