Enhancing Customer Centricity in an IT Services Company : Developing an Operating Model to Manage Customer Feedback
Saarto, Paula (2016)
Saarto, Paula
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605249521
https://urn.fi/URN:NBN:fi:amk-201605249521
Tiivistelmä
The objective of this Thesis is to provide a systematic approach to enhance the case company’s customer centricity by developing an operating model to manage customer feedback. The case company provides IT outsourcing services to its customers in the business-to-business market. Nowadays the customers are more demanding and knowledgeable about the services they use and in the Internet era especially the negative experiences tend to spread rapidly. The competition is constantly increasing, and the companies need to find ways to differentiate themselves from their competitors. The case company’s vision is to become a leader in customer satisfaction in the IT outsourcing industry. Therefore, it is crucial for the case company to reflect the customers' perspective throughout the service lifecycle.
The research approach chosen for this Thesis was a qualitative case study. The data was collected by conducting semi-structured interviews, workshops and discussions with several stakeholders in the case company. The study was conducted in a real-life context, and the focus was on solving a contemporary challenge in the case company. Also, relevant literature was explored to gain an understanding of the best practices of customer centricity and customer feedback management. The best practice was merged with the findings from the current state analysis, and the final operating model was created together with the case company stakeholders.
The outcome of this Thesis is an operating model to manage customer feedback. The model consists of three phases to process feedback: collecting, analysing and acting based on it. For each phase, the roles and responsibilities as well as the relevant communication channels for sharing the results internally and externally, are defined. The operating model has been approved by the case company top management and is ready for implementation.
The operating model to manage customer feedback is practical, and it helps the case company to systematically collect, analyse and act on the feedback. If the model is implemented properly, it can help the case company to enhance customer centricity.
The research approach chosen for this Thesis was a qualitative case study. The data was collected by conducting semi-structured interviews, workshops and discussions with several stakeholders in the case company. The study was conducted in a real-life context, and the focus was on solving a contemporary challenge in the case company. Also, relevant literature was explored to gain an understanding of the best practices of customer centricity and customer feedback management. The best practice was merged with the findings from the current state analysis, and the final operating model was created together with the case company stakeholders.
The outcome of this Thesis is an operating model to manage customer feedback. The model consists of three phases to process feedback: collecting, analysing and acting based on it. For each phase, the roles and responsibilities as well as the relevant communication channels for sharing the results internally and externally, are defined. The operating model has been approved by the case company top management and is ready for implementation.
The operating model to manage customer feedback is practical, and it helps the case company to systematically collect, analyse and act on the feedback. If the model is implemented properly, it can help the case company to enhance customer centricity.