Building the Internal Customer Feedback Process
Shi, Weijing (2015)
Metropolia Ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505168406
https://urn.fi/URN:NBN:fi:amk-201505168406
Tiivistelmä
This thesis aims to improve the internal customer feedback process for the case unit, who is a supply unit in a global service company. The business challenge lies in the fact of lacking a formal customer feedback process to standardize the customer feedback activities and ensure their quality. As a result, the research questions of this study are formed as 1) How to improve the existing customer feedback activities and 2) How to build a formal customer feedback process. The objective of this study is the proposal accepted by the management of the case unit.
Qualitative case study is selected as the research design of this study, since the implementation of the proposal is beyond the scope of this thesis.
A comprehensive current state analysis was conducted and the data was collected by means of interviews, group discussions as well as supported by internal company documents and email exchanges. The output of the current state analysis is the seven gaps identified in the existing customer feedback activities. It is assumed that a standardized process in place can improve the current situation for the case unit.
With the help of the three best practices in the existing knowledge, the conceptual frame is established as a five – stream model of building an internal customer feedback process. It guided the proposal building of this thesis, which is also the outcome of this thesis, consisting of a visualized customer feedback activity calendar, the detailed process description as well as a tool for process evaluation. The proposal was accepted by the management of the case unit.
Qualitative case study is selected as the research design of this study, since the implementation of the proposal is beyond the scope of this thesis.
A comprehensive current state analysis was conducted and the data was collected by means of interviews, group discussions as well as supported by internal company documents and email exchanges. The output of the current state analysis is the seven gaps identified in the existing customer feedback activities. It is assumed that a standardized process in place can improve the current situation for the case unit.
With the help of the three best practices in the existing knowledge, the conceptual frame is established as a five – stream model of building an internal customer feedback process. It guided the proposal building of this thesis, which is also the outcome of this thesis, consisting of a visualized customer feedback activity calendar, the detailed process description as well as a tool for process evaluation. The proposal was accepted by the management of the case unit.