Developing seamless after-order customer service experience
Laaksonen, Tuukka (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060116860
https://urn.fi/URN:NBN:fi:amk-2023060116860
Tiivistelmä
Customer service is one the key parts in providing great customer experience. Customer expectations towards service have increased, and customers expect their issues to be solved regardless of time and place. This means that service automation and self-service must be made a seamless part of customer service in order to be able to ensure customer satisfaction and great customer experience.
The aim for this thesis was to create a seamless customer service experience for both automated self-service and human provided service. The theoretical framework for this thesis consists of customer service experience and customer satisfaction theory. Short description is included on brand theory and tone-of-voice, which is important part of creating a seamless customer service experience.
Customer service has a major impact on customer experience, but customer service is more commonly measured by customer satisfaction directly on the customer experience. The customers can be served by self-service tools and automation as well as human provided service. There should not be a notable gap between automation and human provided service for the end-customers, so this thesis focused on making this happen.
The methodology used in this thesis is service design. Service design is customer oriented, iterative methodology, which was well suited for developing and implementing the changes. Service design double diamond model is used, with phases Discover, Define, Develop and Deliver. For this thesis, Discover phase was about finding what are main reasons impacting the customer satisfaction, Define the problem, Develop a plan to correct, and Deliver as in implementing the developments.
Data collection for this thesis was done by analysing customer experience and customer satisfaction surveys. This provided quantitative data, and to have more insights on the particulars of the customer experience, user research regarding the service was conducted, followed by a focus group study with the customer service employees.
Based on user research, a development plan was devised and implemented on suitable parts, with notes on how to follow-up the upcoming progress too. Second iteration focused on front-line workers, that is customer service employees, and a focus group study was conducted with them. Based on findings there, second set of improvements were devised and implemented on suitable parts, with notes on how to follow the progress there too.
The aim for this thesis was to create a seamless customer service experience for both automated self-service and human provided service. The theoretical framework for this thesis consists of customer service experience and customer satisfaction theory. Short description is included on brand theory and tone-of-voice, which is important part of creating a seamless customer service experience.
Customer service has a major impact on customer experience, but customer service is more commonly measured by customer satisfaction directly on the customer experience. The customers can be served by self-service tools and automation as well as human provided service. There should not be a notable gap between automation and human provided service for the end-customers, so this thesis focused on making this happen.
The methodology used in this thesis is service design. Service design is customer oriented, iterative methodology, which was well suited for developing and implementing the changes. Service design double diamond model is used, with phases Discover, Define, Develop and Deliver. For this thesis, Discover phase was about finding what are main reasons impacting the customer satisfaction, Define the problem, Develop a plan to correct, and Deliver as in implementing the developments.
Data collection for this thesis was done by analysing customer experience and customer satisfaction surveys. This provided quantitative data, and to have more insights on the particulars of the customer experience, user research regarding the service was conducted, followed by a focus group study with the customer service employees.
Based on user research, a development plan was devised and implemented on suitable parts, with notes on how to follow-up the upcoming progress too. Second iteration focused on front-line workers, that is customer service employees, and a focus group study was conducted with them. Based on findings there, second set of improvements were devised and implemented on suitable parts, with notes on how to follow the progress there too.