Optimizing Internal Operations : Digital Transformation Strategies in Solar Panel E-Commerce SMEs a case study
Pallas, Lucia (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112129108
https://urn.fi/URN:NBN:fi:amk-2024112129108
Tiivistelmä
This thesis examines the optimization of internal operations within a small- to medium-sized enterprise (SME) in the solar energy sector, with a focus on how digital transformation, automation, and artificial intelligence (AI) can enhance operational efficiency and promote business growth. The research is based on a case study of a company producing and distributing solar panels and related products in Uruguay. The primary objective of the study was to develop actionable strategies for improving internal processes, communication strategies, and the customer journey through the application of service design principles and AI-driven tools.
A mixed-methods approach was employed, incorporating qualitative data from interviews with employees and quantitative analysis of customer and sales data. Key tools such as SWOT analysis, service blueprinting, and user personas were utilized to identify operational bottlenecks, customer pain points, and growth opportunities. The research demonstrated that while significant growth had been achieved, improvements in internal organization, digital literacy among staff, and the strategic implementation of automation tools were necessary.
The findings are presented in three stages of development proposals for the company. The first stage underscores the importance of standardizing internal processes, establishing key performance indicators (KPIs), and documenting workflows as a foundation for automation. The second stage focuses on enhancing communication strategies, optimizing digital marketing efforts, and improving the use of customer segmentation to increase engagement and conversion rates. The third stage involves a detailed analysis of the customer journey, utilizing usability testing and conversion rate optimization to improve the overall user experience.
A mixed-methods approach was employed, incorporating qualitative data from interviews with employees and quantitative analysis of customer and sales data. Key tools such as SWOT analysis, service blueprinting, and user personas were utilized to identify operational bottlenecks, customer pain points, and growth opportunities. The research demonstrated that while significant growth had been achieved, improvements in internal organization, digital literacy among staff, and the strategic implementation of automation tools were necessary.
The findings are presented in three stages of development proposals for the company. The first stage underscores the importance of standardizing internal processes, establishing key performance indicators (KPIs), and documenting workflows as a foundation for automation. The second stage focuses on enhancing communication strategies, optimizing digital marketing efforts, and improving the use of customer segmentation to increase engagement and conversion rates. The third stage involves a detailed analysis of the customer journey, utilizing usability testing and conversion rate optimization to improve the overall user experience.