Sign-up and digital activation barriers: case Company X
Kemenczei, Helga (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112630054
https://urn.fi/URN:NBN:fi:amk-2025112630054
Tiivistelmä
The background of this thesis is based on the case company’s strategic goal to monetize its digital services through a subscription model, which requires a seamless customer onboarding process. The purpose of this thesis is to examine the barriers faced by customers when completing sign-up and, with that, the digital activation of the case company’s pods (products). The aim was to make recommendations based on the results in order to improve the customer experience and ensure long-term customer relationships.
The theoretical background consists of relevant concepts related to the research, such as customer experience, customer onboarding, customer segmentation, and digital transformation. To gain deeper insights, data was collected using a mixed-methods approach, including surveys and semi-structured interviews.
According to the results, the sign-up process itself is straightforward for end customers; however, the lack of awareness of the need for activation before pod delivery is the biggest obstacle. The research showed that the primary reason behind delayed or incomplete sign-ups is communication gaps. Although customers who completed the sign-up indicated that the instructions were clear, many were not aware of the need for activation in advance. This highlights the necessity for greater dealer involvement.
Based on these results, the thesis recommends conducting dealer interviews and designing dealer training materials accordingly. These actions would reduce activation friction and improve customer satisfaction, both of which are crucial for achieving the case company’s strategic goal to monetize its digital services through a subscription model. By examining obstacles to sign-up and emphasizing the role of dealer engagement, the thesis identifies activation as a crucial step toward ensuring long-term customer success.
As the thesis includes confidential company information, certain sections have been modified to comply with data protection requirements. Additionally, access to the full thesis report has been restricted.
The theoretical background consists of relevant concepts related to the research, such as customer experience, customer onboarding, customer segmentation, and digital transformation. To gain deeper insights, data was collected using a mixed-methods approach, including surveys and semi-structured interviews.
According to the results, the sign-up process itself is straightforward for end customers; however, the lack of awareness of the need for activation before pod delivery is the biggest obstacle. The research showed that the primary reason behind delayed or incomplete sign-ups is communication gaps. Although customers who completed the sign-up indicated that the instructions were clear, many were not aware of the need for activation in advance. This highlights the necessity for greater dealer involvement.
Based on these results, the thesis recommends conducting dealer interviews and designing dealer training materials accordingly. These actions would reduce activation friction and improve customer satisfaction, both of which are crucial for achieving the case company’s strategic goal to monetize its digital services through a subscription model. By examining obstacles to sign-up and emphasizing the role of dealer engagement, the thesis identifies activation as a crucial step toward ensuring long-term customer success.
As the thesis includes confidential company information, certain sections have been modified to comply with data protection requirements. Additionally, access to the full thesis report has been restricted.