Development of a Customer Relationship Program in a Private Healthcare Business. Case: Pihlajalinna
Clark, Heidi (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121838297
https://urn.fi/URN:NBN:fi:amk-2023121838297
Tiivistelmä
The Finnish healthcare provider, Pihlajalinna, holds a significant position in the industry, serving a diverse clientele, including consumers, businesses, insurance companies, and the public sector. Given Pihlajalinna's strategic emphasis on enhancing services for private consumers, the maturation of their customer relationship program has become a pertinent consideration.
The purpose of this case study was to evaluate the effectiveness of Pihlajalinna's customer relationship program. The aim was to assess the current state of the program and identify potential enhancements, guided by survey outcomes from the program's members. The study conducted a thorough exploration of the experiences and expectations of actively participating members, ultimately providing recommendations for program enhancement based on the analysis.
Data for this study was gathered through a survey distributed to 60,703 members of the customer relationship program, with responses from 7,652 members. The findings underscored the importance of frequent and varied monetary benefits, personalized offers as well as content, highlighting untapped opportunities in content related to health and wellbeing.
The results suggest that adapting to evolving customer needs and enhancing Pihlajalinna's customer relationship program requires personalized content creation, integration of Pihlajalinna’s Health-application and customer relationship program, segmented approaches, and the introduction of rewards for non-transactional behaviours. The changing loyalty landscape signals a shift toward emotional loyalty, and forming partnerships with other companies emerges as a promising avenue for additional benefits.
The purpose of this case study was to evaluate the effectiveness of Pihlajalinna's customer relationship program. The aim was to assess the current state of the program and identify potential enhancements, guided by survey outcomes from the program's members. The study conducted a thorough exploration of the experiences and expectations of actively participating members, ultimately providing recommendations for program enhancement based on the analysis.
Data for this study was gathered through a survey distributed to 60,703 members of the customer relationship program, with responses from 7,652 members. The findings underscored the importance of frequent and varied monetary benefits, personalized offers as well as content, highlighting untapped opportunities in content related to health and wellbeing.
The results suggest that adapting to evolving customer needs and enhancing Pihlajalinna's customer relationship program requires personalized content creation, integration of Pihlajalinna’s Health-application and customer relationship program, segmented approaches, and the introduction of rewards for non-transactional behaviours. The changing loyalty landscape signals a shift toward emotional loyalty, and forming partnerships with other companies emerges as a promising avenue for additional benefits.