Using Service Design in Cross-culture Customer Service : A Study Case of Finnish Integration Training Service
He, Xu (2015)
He, Xu
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503233457
https://urn.fi/URN:NBN:fi:amk-201503233457
Tiivistelmä
This thesis focuses on cross-culture customer service. The importance of the cultural element in customer service is discussed. Culture has become an important element that explains why the customers have different needs. Cross-cultural customer service has been a trend in the service industry.
Company X is the case company in the thesis because it is a typical service organization that provides service to multi-culture customers. Their main service, Finnish integration training, is serving the immigrants in Finland, who come from all over the world. This service is the main focus of this thesis.
The service study in this report is led by service-dominant logic. The concept of co-creation is implemented to support the study. Culture related theories are the main theoretical foundations to support the cultural study. Service design process and methods are the main means to explore the service development opportunities and generate development ideas.
Customer interviews were carried out to collect feedback from customers. Field work was carried out with a member of staff of company X. The service design process was gone through with the member of company X’s staff and several service design methods were used to explore the service problems and create development ideas. The co-creation concept was implemented by working together with the service provider and the customers to generate development suggestions.
The development suggestions are generated from two aspects: enhance current services and implement new service solutions. The company X’s teachers should study more culture theories and take cultural differences more into consideration in their work. Company X could have better cooperation with partners to improve the service quality and provide more services to meet the needs of the customer. The basic purpose of the suggestions is to help company X identify the importance of culture in the service, understand the customer’s cultural background, and improve service quality.
Company X is the case company in the thesis because it is a typical service organization that provides service to multi-culture customers. Their main service, Finnish integration training, is serving the immigrants in Finland, who come from all over the world. This service is the main focus of this thesis.
The service study in this report is led by service-dominant logic. The concept of co-creation is implemented to support the study. Culture related theories are the main theoretical foundations to support the cultural study. Service design process and methods are the main means to explore the service development opportunities and generate development ideas.
Customer interviews were carried out to collect feedback from customers. Field work was carried out with a member of staff of company X. The service design process was gone through with the member of company X’s staff and several service design methods were used to explore the service problems and create development ideas. The co-creation concept was implemented by working together with the service provider and the customers to generate development suggestions.
The development suggestions are generated from two aspects: enhance current services and implement new service solutions. The company X’s teachers should study more culture theories and take cultural differences more into consideration in their work. Company X could have better cooperation with partners to improve the service quality and provide more services to meet the needs of the customer. The basic purpose of the suggestions is to help company X identify the importance of culture in the service, understand the customer’s cultural background, and improve service quality.