Improving customer experience of a public service using Service Design methodologies
Turkka, Iita (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120835316
https://urn.fi/URN:NBN:fi:amk-2023120835316
Tiivistelmä
This master thesis project studied the customer experience in the career counselling service in the Competence Centre for Highly Educated Immigrants in the City of Espoo using service design methodologies in September-November 2023. The project was commissioned and implemented in cooperation with the Competence Centre. The master student is a career councillor in the said service and had direct access to internal sources such as client data.
The objective of the project was to understand the customer experience and suggest actions to the Competence Centre. Theoretical framework focused on the employment of highly educated immigrants, customer experience, its relevance in the public service sector, its connection to employee experience, the importance of a customer-centric approaches and the service design process.
The methodology followed the understanding and defining phases of the service design process. These phases prioritized event-based approaches and included phenomenological interviews to ensure a customer-centric perspective. Main methods of the data collection were a SWOT analysis, a survey, and a focus group interview to explore the experiences, wishes, and expectations of clients.
The SWOT analysis conducted with career councillors revealed areas of satisfaction and areas of need. The survey results produced many suggestions and comments for further analysis. The focus group interview provided deeper descriptions of experiences. The workshop allowed participants to express their feelings and generated insights into the service. The collected insights were grouped and analysed to identify themes and generate ideas for service improvement using an affinity diagram and the How Might We? tool. The results highlighted the importance of mental and emotional support, community and belonging, and there is need to clarify the role of a career councillor.
The findings from the survey and workshop as well as the participants' descriptions of their ideal service were used to inform the suggestions for improvement. The master student recommends that KOSKE continue the service design process with career councillors leading the implementation of changes. The thesis also suggests that public service providers in the field of integration can potentially improve their services by considering customer experience as a starting point.
The objective of the project was to understand the customer experience and suggest actions to the Competence Centre. Theoretical framework focused on the employment of highly educated immigrants, customer experience, its relevance in the public service sector, its connection to employee experience, the importance of a customer-centric approaches and the service design process.
The methodology followed the understanding and defining phases of the service design process. These phases prioritized event-based approaches and included phenomenological interviews to ensure a customer-centric perspective. Main methods of the data collection were a SWOT analysis, a survey, and a focus group interview to explore the experiences, wishes, and expectations of clients.
The SWOT analysis conducted with career councillors revealed areas of satisfaction and areas of need. The survey results produced many suggestions and comments for further analysis. The focus group interview provided deeper descriptions of experiences. The workshop allowed participants to express their feelings and generated insights into the service. The collected insights were grouped and analysed to identify themes and generate ideas for service improvement using an affinity diagram and the How Might We? tool. The results highlighted the importance of mental and emotional support, community and belonging, and there is need to clarify the role of a career councillor.
The findings from the survey and workshop as well as the participants' descriptions of their ideal service were used to inform the suggestions for improvement. The master student recommends that KOSKE continue the service design process with career councillors leading the implementation of changes. The thesis also suggests that public service providers in the field of integration can potentially improve their services by considering customer experience as a starting point.