Suggestions for Customer Strategy Updates : Finnish Customs
Kaisto, Raisa (2014)
Kaisto, Raisa
Lapin ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201403303652
https://urn.fi/URN:NBN:fi:amk-201403303652
Tiivistelmä
The case organization Finnish Customs wanted to be provided with new suggestions for their customer strategy updates. The first objective of this study was to study how the needs of the partnership and key customers are met in the customer strategy and provide suggestions for improvements. Another objective was to research the legislation influencing the customer strategy development.
The customer strategy was created in 2004 and it was combined with other strategies in 2013. The customer strategy consists of three customer segments as follows: partnership, key and small customers. To become a partnership customer, the company must manage the partnership candidate program. Many companies in the partnership segment are also Authorised Economic Operators, AEOs. The segmentation in the public sector is based on the market segmentation and its theories. The objectives of the segmentation in the public organization are the efficiency and promptness by making the services as simple as possible.
The qualitative research methods were the basis of the methodology. Literature review of the theories of Customer Relationship Management CRM and the customer segmentation and its processes assisted in building the theoretical ground for the research. The secondary data consisted of the legislation which was referred to in order to detect the limitations which it may set. The semi-structured interviews of the personnel and direct observations were conducted for the data collecting.
The results suggest that the partnership customers may improve their performance in the accuracy of the data and Customs has already decreased the level of intervention. Mobile devices may improve the efficiency at work and the legislation is encouraging to create paperless environment. The research did not disclose any particular limitations set by the legislation to the improvement of the customer strategy. The WTO and the WCO policies set some boundaries for how much customs procedures can be simplified in the segments. The customer strategy was not in conflict with the legislation. Previous research of the public segmentation was scarce for the purposes of this research. Further studies are needed for generalizing the results in the larger context.
The customer strategy was created in 2004 and it was combined with other strategies in 2013. The customer strategy consists of three customer segments as follows: partnership, key and small customers. To become a partnership customer, the company must manage the partnership candidate program. Many companies in the partnership segment are also Authorised Economic Operators, AEOs. The segmentation in the public sector is based on the market segmentation and its theories. The objectives of the segmentation in the public organization are the efficiency and promptness by making the services as simple as possible.
The qualitative research methods were the basis of the methodology. Literature review of the theories of Customer Relationship Management CRM and the customer segmentation and its processes assisted in building the theoretical ground for the research. The secondary data consisted of the legislation which was referred to in order to detect the limitations which it may set. The semi-structured interviews of the personnel and direct observations were conducted for the data collecting.
The results suggest that the partnership customers may improve their performance in the accuracy of the data and Customs has already decreased the level of intervention. Mobile devices may improve the efficiency at work and the legislation is encouraging to create paperless environment. The research did not disclose any particular limitations set by the legislation to the improvement of the customer strategy. The WTO and the WCO policies set some boundaries for how much customs procedures can be simplified in the segments. The customer strategy was not in conflict with the legislation. Previous research of the public segmentation was scarce for the purposes of this research. Further studies are needed for generalizing the results in the larger context.