Service design as a tool for improving customer experience : case study: values, strategies, and vision of company X, Finland
Rijal, Sangita (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024062823899
https://urn.fi/URN:NBN:fi:amk-2024062823899
Tiivistelmä
The basic objective of this study was to find a way to improve customer experience in retail stores by using service design as a tool. This thesis is commissioned by Company X which is located in Vantaa. This thesis focuses on creating experience-centric services. Using qualitative research methods, such as in-depth interviews with customers, the study uncovers important aspects of customer journeys and touchpoints. It utilizes various service design tools like customer journey mapping, creating user personas, mystery shopping, PESTE analysis, and the business model canvas to gather insights and suggest improvements.
The literature on service and experience design has been used to establish theory-based propositions for effective experience design. The study is based on Design Thinking, a process that includes empathizing with users, defining problems, generating ideas, prototyping, and testing. This ensures that the solutions are centered around the real needs of the customers.
The findings show that service design helps businesses better understand their customers, identify issues, and improve interactions, leading to higher customer satisfaction and loyalty. The research provides practical recommendations for Company X, offering a path to enhance customer experiences through flexible and inclusive service options. Despite some limitations, such as the specific geographical focus, resource, and time constraints, this thesis highlights the transformative potential of service design in creating sustainable and positive retail experiences, emphasizing the need for continuous innovation and adaptation in service delivery.
The literature on service and experience design has been used to establish theory-based propositions for effective experience design. The study is based on Design Thinking, a process that includes empathizing with users, defining problems, generating ideas, prototyping, and testing. This ensures that the solutions are centered around the real needs of the customers.
The findings show that service design helps businesses better understand their customers, identify issues, and improve interactions, leading to higher customer satisfaction and loyalty. The research provides practical recommendations for Company X, offering a path to enhance customer experiences through flexible and inclusive service options. Despite some limitations, such as the specific geographical focus, resource, and time constraints, this thesis highlights the transformative potential of service design in creating sustainable and positive retail experiences, emphasizing the need for continuous innovation and adaptation in service delivery.