Improving customer journey with (self-) service design : a better customer experience in a web store X
Ahokas, Anniina (2022)
Ahokas, Anniina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122331427
https://urn.fi/URN:NBN:fi:amk-2022122331427
Tiivistelmä
Due to digitalisation, customers are expecting service in digital channels. Organizations are using more automated solutions, which have become more common especially during the covid-19 pandemic. Self-service concepts, such as online stores, pick-up machines and chatbots will gain more foothold in the service sector. Just like any physical experience, a great online experience needs to be considered from the customer perspective, to support customer engagement and thereby to improve the competitive advantage of the organization.
The present Master’s thesis utilizes the service design approach to identify the current customer experience through the customer journey of a webstore X and define ways to improve the customer experience. In addition, the aims of the research are to define the target customer of a webstore and observe how to build understanding about the customer and user experience.
Service design methods and tools are applied in the research. Benchmarking and mystery shopping are used to observe webstore experiences from the user-point-of-view. Customer insights are collected through a customer survey to describe the current situation of the customer experience at the webstore. Service design tools, such as persona maps, empathy maps, customer journey maps and value proposition canvases, are utilized to visualize the service experience and describe the mindsets of a target group of the webstore.
The outcome of study is presented in the form of a service blueprint and development suggestions for the actions needed to achieve a better customer experience at the webstore X. The main findings are summarized in a created concept that includes findings for pre-service, during the service and post-service as well as other findings. The concept shows how to improve the customer journey with (self-) service design.
The present Master’s thesis utilizes the service design approach to identify the current customer experience through the customer journey of a webstore X and define ways to improve the customer experience. In addition, the aims of the research are to define the target customer of a webstore and observe how to build understanding about the customer and user experience.
Service design methods and tools are applied in the research. Benchmarking and mystery shopping are used to observe webstore experiences from the user-point-of-view. Customer insights are collected through a customer survey to describe the current situation of the customer experience at the webstore. Service design tools, such as persona maps, empathy maps, customer journey maps and value proposition canvases, are utilized to visualize the service experience and describe the mindsets of a target group of the webstore.
The outcome of study is presented in the form of a service blueprint and development suggestions for the actions needed to achieve a better customer experience at the webstore X. The main findings are summarized in a created concept that includes findings for pre-service, during the service and post-service as well as other findings. The concept shows how to improve the customer journey with (self-) service design.