Customer engagement and new customer acquisition strategies for Rekkahuolto Tuusula Oy

Abstract

This thesis is made as an assignment from Rekkahuolto Tuusula Oy, which is a heavy vehicle maintenance company, operating in Tuusula. This thesis examines the methods that Rekkahuolto Tuusula Oy currently uses on new customer acquisition and customer engagement processes, on which this thesis will develop and propose process and tools for Rekkahuolto Tuusula Oy to use. The reason why this thesis is made, is because Rekkahuolto Tuusula Oy has not been able to grow their customer base. Rekkahuolto Tuusula Oy needs to grow their customer base to grow their annual turnover. This thesis examines the reasons why the customer base has not grown, looking into the processes of new customer acquisitions and customer engagement.

The reasons were examined and reviewed over a quantitative method, handing out a survey to the customers of Rekkahuolto Tuusula Oy. The research was supported with an interview of the CEO of the company. The survey and interview aim to give answers to how Rekkahuolto Tuusula Oy is succeeding on new customer acquisitions and customer engagement.

Based on the research, the main reasons why Rekkahuolto Tuusula Oy has not been able to grow their new customer segment, is that they do not have any actions or processes towards it. The company relies on “word of mouth” marketing to gain new customers. The survey and the interview indicated that the customer loyalty for Rekkahuolto Tuusula Oy is at a very high level. The customer service and maintenance level has engaged the customers for a long-term client. Although the customers are loyal, Rekkahuolto Tuusula Oy does not have a clear process on how to grow the sales towards the existing customers.

The results indicate that Rekkahuolto Tuusula Oy needs to implement internal processes to improve their new customer acquisitions and grow and engage their existing customers. The thesis provides suggestions of tools that Rekkahuolto Tuusula Oy can use, to improve on new customer acquisitions and customer engagements and tools to monitor the successfulness. In the end of the thesis, this study recommends tools to gain new customers include customer journey map, which is recommended to be used as a marketing tool and as a sales tool to gain new customers; sales velocity. Also, to develop new customer acquisition, the company is recommended to go to networking events, meant for entrepreneurs and salespersons. To develop customer engagement, Rekkahuolto Tuusula Oy can take in use tools such as key performance indicators (KPI) and a key account tool, that is presented in this thesis. As a new service, this thesis recommends for Rekkahuolto Tuusula Oy to implement maintenance contracts, which would develop both new customer acquisitions and customer engagement.