Developing superior customer experience by improving Factory Acceptance test with Service Design methods and tools
Iram, Nida (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023111629657
https://urn.fi/URN:NBN:fi:amk-2023111629657
Tiivistelmä
Service Design (SD) is well renowned in the modern business world as it provides excellent benefits for the organization as well as for end users. It is a well-established approach in business to customer (B2C) organizations but there is not much literature available about its applicability for business to business (B2B) organizations, especially in the heavy industry manufacturing sector. One major service of the heavy industry manufacturing sector, towards its customer is Factory Acceptance Test (FAT) which is about testing manufactured equipment with customers and other stakeholders.
In today’s competitive business landscape, customer experience is a vital differentiator for customers. It is very important for organizations to offer a superior customer experience, to enhance their competitive edge, growth, and leading position. This research study delves into an exploration of SD methods and tools from a fresh and innovative perspective to devise a superior customer experience (CX) in a B2B heavy industry organization, in the context of FAT. The prime objective of the research study is to improve the FAT service for superior CX of the case organization with service design methods and tools.
In research study, research methodology is based on action research methods. An extensive literature review was carried out to identify suitable SD methods & tools according to the nature of this research case. Based on the literature review, suitable SD tools were selected i.e., personas, stakeholder map, service blueprint, customer Journey map, participant observation, participatory workshop and customer satisfaction survey. In this research study, data collections were done via qualitative and quantitative methods such as semi-structured interviews, participatory observations, notes, participatory workshops and surveys.
During the research study, personas and stakeholder maps were prepared to understand internal and external stakeholders of the FAT process. Then service blueprints for the existing FAT process of the case organization was prepared, for visualization of the FAT process as a sequenced process. Also, customer journey maps and customer satisfaction surveys were developed to get insights into customers’ experience and perception about the current FAT process in the case organization. Then a participatory workshop was organized with major stakeholders of the FAT process, to overview the existing process, customers’ perception and expectation, paint points and improvement ideas to develop a superior customer experience.
The results were utilized to prepare new proposed service blueprints of FAT for improved process and to develop a superior customer experience. Another participatory workshop was organized to review and optimize the new proposed service blueprints of the FAT processes. These improved FAT processes are implemented in the case organization.
The value of this research study is to exhibit the vast benefits of Service Design methods and tools in heavy industry manufacturing organizations. It is concluded from the research study that Service Design methods and tools are very beneficial in heavy industry manufacturing organizations, doing B2B business, for process improvements as well as developing a superior customer experience for customer organizations.
In today’s competitive business landscape, customer experience is a vital differentiator for customers. It is very important for organizations to offer a superior customer experience, to enhance their competitive edge, growth, and leading position. This research study delves into an exploration of SD methods and tools from a fresh and innovative perspective to devise a superior customer experience (CX) in a B2B heavy industry organization, in the context of FAT. The prime objective of the research study is to improve the FAT service for superior CX of the case organization with service design methods and tools.
In research study, research methodology is based on action research methods. An extensive literature review was carried out to identify suitable SD methods & tools according to the nature of this research case. Based on the literature review, suitable SD tools were selected i.e., personas, stakeholder map, service blueprint, customer Journey map, participant observation, participatory workshop and customer satisfaction survey. In this research study, data collections were done via qualitative and quantitative methods such as semi-structured interviews, participatory observations, notes, participatory workshops and surveys.
During the research study, personas and stakeholder maps were prepared to understand internal and external stakeholders of the FAT process. Then service blueprints for the existing FAT process of the case organization was prepared, for visualization of the FAT process as a sequenced process. Also, customer journey maps and customer satisfaction surveys were developed to get insights into customers’ experience and perception about the current FAT process in the case organization. Then a participatory workshop was organized with major stakeholders of the FAT process, to overview the existing process, customers’ perception and expectation, paint points and improvement ideas to develop a superior customer experience.
The results were utilized to prepare new proposed service blueprints of FAT for improved process and to develop a superior customer experience. Another participatory workshop was organized to review and optimize the new proposed service blueprints of the FAT processes. These improved FAT processes are implemented in the case organization.
The value of this research study is to exhibit the vast benefits of Service Design methods and tools in heavy industry manufacturing organizations. It is concluded from the research study that Service Design methods and tools are very beneficial in heavy industry manufacturing organizations, doing B2B business, for process improvements as well as developing a superior customer experience for customer organizations.