Optimizing X Center experience : case study: Company X
Lehtinen, Timo (2014)
Lehtinen, Timo
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112416597
https://urn.fi/URN:NBN:fi:amk-2014112416597
Tiivistelmä
This Master’s thesis explores customer experience management and customer experience optimization. The aim is to optimize customer experience in the case company’s X Center. The thesis studies customer experience and customer experience management as a core factor in holding successful X Center events.
The study is conducted in cooperation with Company X. Company X launched a new concept called X Center in Finland 2011. X Center is a place where custom-ers and company representatives can meet and design new innovations together for customers’ needs. New X Centers have been built in Europe and China after the Finnish pilot. The development of X Center is part of the company’s current key strategy.
The theoretical part of this thesis is divided into two parts. The first part defines customer experience in general. It also highlights the importance of emotions and expectations in customer experiences as well as having the right evaluation meth-ods and metrics in measuring them. The second part of the theory deals with cus-tomer experience management as a key competence of creating good customer experiences. This part emphasizes the importance of empowered employees in customer experience and brand creation. Relevant measurement methods and in-dicators for managing customer experiences are also discussed as well as the importance of each touch point between a company and customers.
This study’s research method is qualitative. The research was conducted by face-to-face semi-structured interviews during the spring 2014. The research included both the customers’ and employees’ statements. All the respondents were Company X’s current customers or employees.
The outcome of this thesis is a set of development recommendations for optimizing customer experiences within the X Center concept. The company can utilize this plan as a tool for developing and improving both the current X Centers and new upcoming X Centers. The results can also be used in finding the best practices and in analyzing customer needs and expectations related to the X Center concept.
The study is conducted in cooperation with Company X. Company X launched a new concept called X Center in Finland 2011. X Center is a place where custom-ers and company representatives can meet and design new innovations together for customers’ needs. New X Centers have been built in Europe and China after the Finnish pilot. The development of X Center is part of the company’s current key strategy.
The theoretical part of this thesis is divided into two parts. The first part defines customer experience in general. It also highlights the importance of emotions and expectations in customer experiences as well as having the right evaluation meth-ods and metrics in measuring them. The second part of the theory deals with cus-tomer experience management as a key competence of creating good customer experiences. This part emphasizes the importance of empowered employees in customer experience and brand creation. Relevant measurement methods and in-dicators for managing customer experiences are also discussed as well as the importance of each touch point between a company and customers.
This study’s research method is qualitative. The research was conducted by face-to-face semi-structured interviews during the spring 2014. The research included both the customers’ and employees’ statements. All the respondents were Company X’s current customers or employees.
The outcome of this thesis is a set of development recommendations for optimizing customer experiences within the X Center concept. The company can utilize this plan as a tool for developing and improving both the current X Centers and new upcoming X Centers. The results can also be used in finding the best practices and in analyzing customer needs and expectations related to the X Center concept.