Transforming Customer Care department from a cost defined function into an organisational value adding function
Kaito, Janika (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052917962
https://urn.fi/URN:NBN:fi:amk-2025052917962
Tiivistelmä
The transformation of organisations and customer service departments in modern business and times of fast development of technology is ever evolving but also more current than ever before. This thesis and research focused on how to transfer cost-based perceptions into value-driven approach for the commissioning organisation’s Customer Care department.
Only little prior research on internal perceptions and the value of customer service departments to organisations exists. The purpose of this thesis was to conduct research on the internal perceptions, potential of shifting these perceptions through organisational changes and creation of further value for the organisation. In addition, this thesis focused on measuring as well as communicating about the added value. The main objective was to provide a report to support the commissioning organisation with information based strategic decision-making.
Research approach in this thesis was a single case study conducted with qualitative research methods. The research data was collected through semi-structured interviews and a Focus Group discussion. The aim with the data collection was through saturation of the data to provide reliability and validation of the results. The theoretical framework was designed to support the empirical part of the thesis including analysis of the research results and recommendations for future research and development.
The results of the research indicated that the perceptions related to Customer Care as a department are shaped depending into which part of the organisation the member belongs to. Specifically, the perceptions related to costs seemed to be deeply rooted amongst the participants. Furthermore, the results revealed that one of the key challenges is measuring and highlighting added value within the organisation. The added value generated often is intangible and challenging to translate into monetary value.
Additionally, the results imply that the constantly developing technical solutions and digital transformation especially on regarding automating processes and Artificial Intelligence (AI) related tools will have a significant impact on the role of customer service, the internal added value provided, and investments into customer service departments in organisations in the future.
Only little prior research on internal perceptions and the value of customer service departments to organisations exists. The purpose of this thesis was to conduct research on the internal perceptions, potential of shifting these perceptions through organisational changes and creation of further value for the organisation. In addition, this thesis focused on measuring as well as communicating about the added value. The main objective was to provide a report to support the commissioning organisation with information based strategic decision-making.
Research approach in this thesis was a single case study conducted with qualitative research methods. The research data was collected through semi-structured interviews and a Focus Group discussion. The aim with the data collection was through saturation of the data to provide reliability and validation of the results. The theoretical framework was designed to support the empirical part of the thesis including analysis of the research results and recommendations for future research and development.
The results of the research indicated that the perceptions related to Customer Care as a department are shaped depending into which part of the organisation the member belongs to. Specifically, the perceptions related to costs seemed to be deeply rooted amongst the participants. Furthermore, the results revealed that one of the key challenges is measuring and highlighting added value within the organisation. The added value generated often is intangible and challenging to translate into monetary value.
Additionally, the results imply that the constantly developing technical solutions and digital transformation especially on regarding automating processes and Artificial Intelligence (AI) related tools will have a significant impact on the role of customer service, the internal added value provided, and investments into customer service departments in organisations in the future.