Co-creation of customer journey mapping with service excellence
Malhotra, Adity (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121236295
https://urn.fi/URN:NBN:fi:amk-2023121236295
Tiivistelmä
This thesis is commissioned by Telia Finland, to establish a common approach in Marketing Technologies, across multiple Telia Business units, including Estonia, Finland, Sweden, Lithuania, and Norway. This common approach is crucial for achieving excellence within the organization. To accomplish these objectives, the thesis project focuses on the development of a customer Journey Mapping tool, which will serve as a valuable resource for all business units across the organization, alongside the comprehensive analysis of the current Marketing Technologies landscape and market research, forms the foundation of this initiative. The insights gained from these initiatives will enable the creation of customer journeys tool that are rooted in a customer-centric approach. It equips the organization with the necessary tools and insights to adapt to evolving customer expectations, while maintaining the integrity of the original context and the broader goals set forth by Telia.
The primary goals are to establish a common approach for enhancing business excellence in the areas of Marketing Technologies, promote service reusability to save company resources, and foster strong coordination with various business units for knowledge sharing.
The core objective of the Customer Journey Mapping Tool is to serve as an easily accessible and informative reference guide. It is crafted to offer existing business units a comprehensive perspective on customer journey use cases. Simultaneously, it empowers new business units to gain a 360-degree understanding of customer journeys by encouraging a unified approach across the organization. This approach not only preserves valuable company resources but also significantly enriches the overall customer experience.
In conclusion, the key achievement of this thesis is the creation of a common approach and a valuable customer Journey Mapping tool that stands as a tool not only to optimize the existing business units' strategies but also to serve as an unified approach throughout the organization.
The primary goals are to establish a common approach for enhancing business excellence in the areas of Marketing Technologies, promote service reusability to save company resources, and foster strong coordination with various business units for knowledge sharing.
The core objective of the Customer Journey Mapping Tool is to serve as an easily accessible and informative reference guide. It is crafted to offer existing business units a comprehensive perspective on customer journey use cases. Simultaneously, it empowers new business units to gain a 360-degree understanding of customer journeys by encouraging a unified approach across the organization. This approach not only preserves valuable company resources but also significantly enriches the overall customer experience.
In conclusion, the key achievement of this thesis is the creation of a common approach and a valuable customer Journey Mapping tool that stands as a tool not only to optimize the existing business units' strategies but also to serve as an unified approach throughout the organization.