Customer Centricity Roadmap for a Manufacturing Company
Huttunen, Juha (2014)
Huttunen, Juha
Metropolia Ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014052810598
https://urn.fi/URN:NBN:fi:amk-2014052810598
Tiivistelmä
The objective of the study is to develop a roadmap for customer centricity and to build the basis on which improved customer centric actions can be built. As other ways of succeeding in the industry are quite limited, the customer centricity and good customer experience are vital to keep the customers interested and create more loyal and long lasting customer relationships.
Customer centricity is a complex system incorporating various aspects mutually dependent and influencing each other. Therefore, a holistic approach to building a roadmap was necessary. The outcome of the study were both simplified roadmap for illustrative purposes as well as holistic roadmap for improving the overall experience. The other result of the study is identifying the foundations on which the customer centric actions can be later built. These foundations include the active data collection model which was specified and piloted. The other parts of the outcome were the relation based customer journey map and the customer segmentation which were also completed.
Customer centricity is a complex system incorporating various aspects mutually dependent and influencing each other. Therefore, a holistic approach to building a roadmap was necessary. The outcome of the study were both simplified roadmap for illustrative purposes as well as holistic roadmap for improving the overall experience. The other result of the study is identifying the foundations on which the customer centric actions can be later built. These foundations include the active data collection model which was specified and piloted. The other parts of the outcome were the relation based customer journey map and the customer segmentation which were also completed.