Adding value to customer service by developing marketing material
Saari, Joni; Xu, Jia (2009)
Lataukset:
Saari, Joni
Xu, Jia
Laurea-ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200906023605
https://urn.fi/URN:NBN:fi:amk-200906023605
Tiivistelmä
The subject of this thesis is adding value to customer service by developing marketing ma-terial. The topic was chosen by Company X‟s Global Spare Part Supply department based on its marketing strategy. The results of the project will mainly be use by customers which are considered as Company X‟s frontlines. The GSS (Global Spare Part Supply) management and employees are also interest groups of this project.
The main objectives were analyzing existing marketing practices at company X and suggesting development of a marketing program in order to produce written material in terms of general PowerPoint presentations and promotional videos.
This thesis was conducted according to following theories: project management, service man-agement focusing on augmented service offering model, marketing research and product life cycle management.
The project started with defining its purpose and scope followed by planning a conscious schedule for the project. The following step was to execute the plan which included several stages: gathering background information of the company and the theory studied; marketing research which was mainly carried out by using qualitative research; data collection; data analysis and suggestion.
As main results, this thesis provides new marketing materials which present the GSS working process, teams‟ introductions and GSS ordering devices (programs). The conclusions of the study supported actions to improve customer service.
The main objectives were analyzing existing marketing practices at company X and suggesting development of a marketing program in order to produce written material in terms of general PowerPoint presentations and promotional videos.
This thesis was conducted according to following theories: project management, service man-agement focusing on augmented service offering model, marketing research and product life cycle management.
The project started with defining its purpose and scope followed by planning a conscious schedule for the project. The following step was to execute the plan which included several stages: gathering background information of the company and the theory studied; marketing research which was mainly carried out by using qualitative research; data collection; data analysis and suggestion.
As main results, this thesis provides new marketing materials which present the GSS working process, teams‟ introductions and GSS ordering devices (programs). The conclusions of the study supported actions to improve customer service.