Future e-commerce development drivers : key development drivers for future e-commerce customer experience
Ruonamo, Riitta (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122631466
https://urn.fi/URN:NBN:fi:amk-2022122631466
Tiivistelmä
Previous research reveals that future e-commerce development is affected by many drivers and trends regarding the technological development of e-commerce, as well as by future business environment changes in the commissioner company’s business segments. The present research focuses on the adaptation to digitalization and identifying relevant key development drivers for the commissioner company’s business segments.
The present study focuses on theories on current trends, digitalization, personalization, artificial intelligence, service quality, customer loyalty and omni-channel strategy. In addition, the focus is on using the methods of service design, design thinking and futures research. First, the study explores the current customer journey and business environment by using benchmarking and desk research as methods. Secondly, the topic is studied through workshops and qualitative interviews and, finally, different data analyzing tools (Affinity Diagram, SWOT, PESTEC) are used to identify the trends and drivers. Based on the results, future service development is examined using the scenario method and service blueprint.
Future e-commerce development should involve a technological strategy and collaboration to secure up to date systems and technologies in the future. More data driven operations would give a base for future development concerning technology and artificial intelligence. Using core values like trustworthiness, accuracy, source credibility and empathy in creating a customer experience will help to develop a service experience that resonates with the customer’s expectations and needs. The need for customer service and customer support in a more digitalized world was identified in analyzing the results, and the commissioner company would benefit from improving the customer service experience.
The present study focuses on theories on current trends, digitalization, personalization, artificial intelligence, service quality, customer loyalty and omni-channel strategy. In addition, the focus is on using the methods of service design, design thinking and futures research. First, the study explores the current customer journey and business environment by using benchmarking and desk research as methods. Secondly, the topic is studied through workshops and qualitative interviews and, finally, different data analyzing tools (Affinity Diagram, SWOT, PESTEC) are used to identify the trends and drivers. Based on the results, future service development is examined using the scenario method and service blueprint.
Future e-commerce development should involve a technological strategy and collaboration to secure up to date systems and technologies in the future. More data driven operations would give a base for future development concerning technology and artificial intelligence. Using core values like trustworthiness, accuracy, source credibility and empathy in creating a customer experience will help to develop a service experience that resonates with the customer’s expectations and needs. The need for customer service and customer support in a more digitalized world was identified in analyzing the results, and the commissioner company would benefit from improving the customer service experience.