The impact of the new delivery model on customer experience
Lehto, Kati (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133266
https://urn.fi/URN:NBN:fi:amk-2023120133266
Tiivistelmä
Considering the customer perspective is crucial when planning any strategic change. The case organization is striving towards a new make-to-stock delivery model and is interested in its impact on customer experience. With the new delivery model, products would be available faster and delivery reliability would potentially increase.
The purpose of this thesis was to study how the potential new delivery model impacts customer experience within the business-to-business (B2B) context. Additionally, the aim was to find out the perceived importance of short delivery time and delivery reliability for the B2B customer experience in this industry and to identify the customer segments that regard the new delivery model most valuable. The objective of the study was to create a value proposition for the new delivery model. In addition, the current state of servitization in the case organization was assessed as part of this thesis.
Literature on service-dominant and customer-dominant logics, servitization, business-to-business relationships, and customer experience was examined and utilized in creating a theoretical framework for the development project. The methodological approach was foremost qualitative, benefiting from the fields of case study methodology, design thinking and service design. The research design followed Stanford d.school framework comprising of five phases: Empathize, Define, Ideate, Prototype and Test. Research data was gathered through desk research, interviews, and a co-creation workshop. Tools used included the current-state and future-state service blueprints, ideation, and value proposition brochure creation. Research data was analyzed through content analysis.
The new delivery model can potentially benefit customers of the case organization and facilitate value creation in several ways, although faster delivery per se was not highly valued among the customers interviewed. On the other hand, delivery reliability was regarded as crucial. The new delivery model can potentially have several indirect implications on customer experience and thus, it is fair to assume that customer experience regarding the order-delivery process would improve due to the new delivery model. However, overall customer experience is holistic and dynamic, thus estimating the full impact is challenging.
The development project provided the case organization with understanding of the customers’ perceptions regarding the new delivery model. Second, the development project presented new tools and ways to illustrate and communicate customer-related processes in the case organization.
The purpose of this thesis was to study how the potential new delivery model impacts customer experience within the business-to-business (B2B) context. Additionally, the aim was to find out the perceived importance of short delivery time and delivery reliability for the B2B customer experience in this industry and to identify the customer segments that regard the new delivery model most valuable. The objective of the study was to create a value proposition for the new delivery model. In addition, the current state of servitization in the case organization was assessed as part of this thesis.
Literature on service-dominant and customer-dominant logics, servitization, business-to-business relationships, and customer experience was examined and utilized in creating a theoretical framework for the development project. The methodological approach was foremost qualitative, benefiting from the fields of case study methodology, design thinking and service design. The research design followed Stanford d.school framework comprising of five phases: Empathize, Define, Ideate, Prototype and Test. Research data was gathered through desk research, interviews, and a co-creation workshop. Tools used included the current-state and future-state service blueprints, ideation, and value proposition brochure creation. Research data was analyzed through content analysis.
The new delivery model can potentially benefit customers of the case organization and facilitate value creation in several ways, although faster delivery per se was not highly valued among the customers interviewed. On the other hand, delivery reliability was regarded as crucial. The new delivery model can potentially have several indirect implications on customer experience and thus, it is fair to assume that customer experience regarding the order-delivery process would improve due to the new delivery model. However, overall customer experience is holistic and dynamic, thus estimating the full impact is challenging.
The development project provided the case organization with understanding of the customers’ perceptions regarding the new delivery model. Second, the development project presented new tools and ways to illustrate and communicate customer-related processes in the case organization.