Customer journey mapping for Kaleva
Kivelä, Jesse (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202502172963
https://urn.fi/URN:NBN:fi:amk-202502172963
Tiivistelmä
The digital media landscape is evolving at a high pace, and the customer journey map (CJM) is an important factor in optimizing user experience and increasing digital subscriptions. Since free content is largely dominating the field, digital media companies must develop strategies that improve customer acquisition, conversion, and retention. This thesis focused on analyzing the customer journey that Kaleva Media’s digital subscribers go through and identifying key touchpoints as well as factors that influence subscription decisions.
In the literature review, this thesis examined the application of the CJM in subscription based digital services. In addition, a survey was conducted to investigate user demographics, digital news consumption habits, subscription behaviors, pricing, and factors affecting retention. The collected data was analyzed to identify patterns and challenges in the subscription process.
The collected results indicated that most of the respondents rely on free content, with pricing and lack of value also being obstacles to subscriptions. Many respondents mentioned ease of use, quality content, and ad-free experience as reasons for subscriptions, however most respondents were only willing to pay under 5€ a month for a subscription. The results also showed that trial-offers, exclusive content, as well as improved user experience might boost conversions.
Based on these results, recommendations were given to Kaleva Media. Some of the provided recommendations included, dynamic pricing models, optimizing user experience on digital platforms, trial-offers, and providing valuable exclusive content to stand out from free alternatives. By utilizing these recommendations, Kaleva Media can enhance their digital subscription model to stay relevant in the highly competitive field of digital media.
In the literature review, this thesis examined the application of the CJM in subscription based digital services. In addition, a survey was conducted to investigate user demographics, digital news consumption habits, subscription behaviors, pricing, and factors affecting retention. The collected data was analyzed to identify patterns and challenges in the subscription process.
The collected results indicated that most of the respondents rely on free content, with pricing and lack of value also being obstacles to subscriptions. Many respondents mentioned ease of use, quality content, and ad-free experience as reasons for subscriptions, however most respondents were only willing to pay under 5€ a month for a subscription. The results also showed that trial-offers, exclusive content, as well as improved user experience might boost conversions.
Based on these results, recommendations were given to Kaleva Media. Some of the provided recommendations included, dynamic pricing models, optimizing user experience on digital platforms, trial-offers, and providing valuable exclusive content to stand out from free alternatives. By utilizing these recommendations, Kaleva Media can enhance their digital subscription model to stay relevant in the highly competitive field of digital media.