Customer Journey Automation for SMEs - Optimizing opportunities with service design
Martio, Ilkka (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023122138974
https://urn.fi/URN:NBN:fi:amk-2023122138974
Tiivistelmä
The purpose of the thesis is to research with service design how a customer journey could be automated and optimized for small and medium sized companies. The main focus is understanding the decision-makers in the buying process, the role of content and the possibilities to develop the touchpoints and the customer journey. This thesis is commissioned by a company, which provides bicycle benefits for Finnish companies. The objective of the thesis was to apply service design methods in order to improve the customer journey.
The theoretical section explores both service design and customer experience, which encompasses the entire customer journey and touchpoints, as well as marketing automation theory, which focuses on automating marketing possibilities and personalization. The research methods include customer interviews, design games, online content research, SWOT analysis, benchmarking, personas and workshops. The customer interviews are in a key role to gather comprehensive insights from decision-makers’ experiences and perspectives.
The empirical study delivers three concept suggestions for automating and improving the customer journey for the SME segment. These suggestions include focusing on content creation, enriching data with segmentation forms, and implementing a nurturing program using marketing automation. Overall, the research and analysis methods provide valuable insights and recommendations for enhancing the customer journey in the bicycle benefit sector for SMEs.
The theoretical section explores both service design and customer experience, which encompasses the entire customer journey and touchpoints, as well as marketing automation theory, which focuses on automating marketing possibilities and personalization. The research methods include customer interviews, design games, online content research, SWOT analysis, benchmarking, personas and workshops. The customer interviews are in a key role to gather comprehensive insights from decision-makers’ experiences and perspectives.
The empirical study delivers three concept suggestions for automating and improving the customer journey for the SME segment. These suggestions include focusing on content creation, enriching data with segmentation forms, and implementing a nurturing program using marketing automation. Overall, the research and analysis methods provide valuable insights and recommendations for enhancing the customer journey in the bicycle benefit sector for SMEs.