Enhancing Customer Experience at EasyFit Using AI-Driven Personalized Marketing

Abstract

The thesis was commissioned by Kajaani's EasyFit. They provide a wide range of services to help individuals achieve their goals. Their offerings are gym, group exercise classes, online coaching, individual coaching, fitness testing, small-group coaching, and specialized course. The purpose of the thesis was to investigate how AI- Driven marketing can enhance customer experience. The theory of customer experience and artificial intelligence in marketing was explored in order to have a deeper understanding of the subject. Additionally, the importance of customer experience in fitness and AI-Driven personalized marketing were considered. The development process was carried out according to the ADDIE (analysis, design, development, evalua-tion) model. The questionnaire was distributed to the active members of EasyFit in Kajaani in order to ana-lyze the data. It was then interpreted based on their demographic, behavioral, and preference characteris-tics. At the design stage, five main segments were identified using ChatGPT. Next, in the development phase, examples were created to produce personalized marketing for the identified segments. The content was tested using the AIDA model to ensure the effectiveness of this marketing campaign. The final stage was the implementation with a step-by-step guide for the commission party, which is the de-velopment task of this thesis. The guide includes reusable prompts for generating personalized marketing content. General guidelines were given for the implementation of AI marketing, including content calendar generation. This thesis explores the potential of AI-driven personalized marketing to improve customer ex-perience in the fitness industry.