Uncovering Opportunities for Customer Experience Enhancements through Customer Journey Mapping
Mård, Mathias (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120533085
https://urn.fi/URN:NBN:fi:amk-2025120533085
Tiivistelmä
This Master’s thesis is done on behalf of Nautor Swan, an iconic brand in the sailing world, and is one of the world's leading manufacturers of luxurious sailing yachts. The objective of the study is to map customers’ experiences through customer journey mapping. Use the findings to develop recommendations for areas of improvement at Nautor Swan, enhancing future customer experience and achieving higher customer satisfaction.
This study uses a qualitative methodology. The data gathering was conducted through seven interviews with open-ended questions via Teams. This is a customer-centric study, and the method was chosen to get firsthand customer data. The collected data was used to create customer journey maps from which a Heat map, Moments of Truth, Pain Points, and
Opportunities were extracted.
The findings provided recommendations for areas of improvement extracted directly from the customers' experiences. Through these recommendations, Nautor Swan has the opportunity to develop their processes and achieve higher customer satisfaction. Additionally, the study provides a clear picture of what the Moments of Truth are for future customers.
This study uses a qualitative methodology. The data gathering was conducted through seven interviews with open-ended questions via Teams. This is a customer-centric study, and the method was chosen to get firsthand customer data. The collected data was used to create customer journey maps from which a Heat map, Moments of Truth, Pain Points, and
Opportunities were extracted.
The findings provided recommendations for areas of improvement extracted directly from the customers' experiences. Through these recommendations, Nautor Swan has the opportunity to develop their processes and achieve higher customer satisfaction. Additionally, the study provides a clear picture of what the Moments of Truth are for future customers.