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A Study of Implemented Service Concept Coaching in Retail Chain Stores in Estonia : Case: Vero Moda / Jack & Jones
Nguyen, Veera (2018)
Nguyen, Veera
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804205031
https://urn.fi/URN:NBN:fi:amk-201804205031
Tiivistelmä
The objective of this study is to gain deeper knowledge of the Estonian consumer to develop the existing customer service coaching program to fully serve the Estonian market. This study focuses on the current state of customer service in Estonia, the needs for customer service development, analyses what market adaptations are needed, and how to build customer service to increase sales.
The theoretical framework of this study is based on customer experience and consumer behaviour. Customer journey map (CJM) is investigated by focusing on customer experience. Interactions involved around the different stages of customer experience in a CJM are presented. Definitions such as value proposition, customer satisfaction, customer expectations and Customer Culture Theory are also introduced and explained in this study. Estonian market is introduced and analysed.
The research method for this study is a qualitative case study research. The data is collected by conducting qualitative interviews and by analysing KPI’s. Evaluation of the study is based on the results from the interviews and the KPI’s.
The results of the study suggested that the current state of customer service needs development in Estonia. Need for the development rises from the high rate of personnel changes within the company that might be due to low salaries and negative attitude towards customer service work. The Estonian market has great potential and even though the service concept coaching itself is a functional concept, internal adaptations are needed to engage personnel to their workplace, and to the service concept.
In conclusion, this study helps to improve the customer service processes in the Estonian retail partner stores. Recommendations for the case company include introducing a bonus system for sales personnel, hiring a local contact person to follow-up and execute the continuity of the coaching, and signing a contract between the two companies to ensure focus will keep on the execution of the service concept coaching throughout the process. By focusing on customer service and the service concept, superior customer experiences are created. By improving customer experience, hit rate of purchasing transactions, return of customers and finally sales will increase.
The theoretical framework of this study is based on customer experience and consumer behaviour. Customer journey map (CJM) is investigated by focusing on customer experience. Interactions involved around the different stages of customer experience in a CJM are presented. Definitions such as value proposition, customer satisfaction, customer expectations and Customer Culture Theory are also introduced and explained in this study. Estonian market is introduced and analysed.
The research method for this study is a qualitative case study research. The data is collected by conducting qualitative interviews and by analysing KPI’s. Evaluation of the study is based on the results from the interviews and the KPI’s.
The results of the study suggested that the current state of customer service needs development in Estonia. Need for the development rises from the high rate of personnel changes within the company that might be due to low salaries and negative attitude towards customer service work. The Estonian market has great potential and even though the service concept coaching itself is a functional concept, internal adaptations are needed to engage personnel to their workplace, and to the service concept.
In conclusion, this study helps to improve the customer service processes in the Estonian retail partner stores. Recommendations for the case company include introducing a bonus system for sales personnel, hiring a local contact person to follow-up and execute the continuity of the coaching, and signing a contract between the two companies to ensure focus will keep on the execution of the service concept coaching throughout the process. By focusing on customer service and the service concept, superior customer experiences are created. By improving customer experience, hit rate of purchasing transactions, return of customers and finally sales will increase.