Designing an internal service towards customer-centricity
Rytilahti, Pia (2019)
Rytilahti, Pia
Laurea-ammattikorkeakoulu
2019
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201902202542
https://urn.fi/URN:NBN:fi:amk-201902202542
Tiivistelmä
The purpose of this thesis was to design an internal customer-centric service concept for a big Finnish-based company. The new concept was the first step of innovative internal service offering as a part of the working culture change in the company. This offered an interesting and novel challenge combining theoretical and practical aspects. The objective of the thesis was first to study customer-centred design approaches, methods and tools applicable to co-create an innovative internal service. The second objective was to design an innovative concept for an internal service in co-creation involving internal customers and internal providers.
The theoretical base of the thesis was based on the Customer-dominant logic, internal service, service-profit chain and service design. The framework for designing an internal service was created. In the framework, the importance of internal service was highlighted as an essential part of external customer satisfaction and loyalty and further, aiming for financial success and the growth of the company.
In the empirical part of the thesis, many service design methods and tools were used. Qualitative methods were interviews, observation, value network map, personas, journey mapping including empathy map, brainstorming, brainwriting and prototyping. A quantitative method, a survey, was conducted to complement the customer insights for the workshops.
As a tangible result of the thesis, a concept for IT onsite support desk for the new main building of the company was designed in co-creation involving both internal customers and internal providers. The concept includes both tangible elements such as physical desks and storage space, and intangible elements such as customer journey, and the emphasis on communication and service attitude of employees. Based on the feedback, the service design approach was considered to be a successful and interesting way of working in the company's internal development.
The novelty and usability of this thesis are obvious. The significance of internal service as a part of the service process cannot be neglected. The framework of the thesis fills the gap of research in internal service related to the Customer-dominant logic and service design. The framework and the design process can be applied in any organization considering designing any internal service.
The thesis offers many prospects for further research. The Customer-dominant logic, customer ecosystems and employee engagement are fields to study further in the context of internal service. In addition, enhancements of the framework and service design approach can be made testing them next in another internal service of the company.
The theoretical base of the thesis was based on the Customer-dominant logic, internal service, service-profit chain and service design. The framework for designing an internal service was created. In the framework, the importance of internal service was highlighted as an essential part of external customer satisfaction and loyalty and further, aiming for financial success and the growth of the company.
In the empirical part of the thesis, many service design methods and tools were used. Qualitative methods were interviews, observation, value network map, personas, journey mapping including empathy map, brainstorming, brainwriting and prototyping. A quantitative method, a survey, was conducted to complement the customer insights for the workshops.
As a tangible result of the thesis, a concept for IT onsite support desk for the new main building of the company was designed in co-creation involving both internal customers and internal providers. The concept includes both tangible elements such as physical desks and storage space, and intangible elements such as customer journey, and the emphasis on communication and service attitude of employees. Based on the feedback, the service design approach was considered to be a successful and interesting way of working in the company's internal development.
The novelty and usability of this thesis are obvious. The significance of internal service as a part of the service process cannot be neglected. The framework of the thesis fills the gap of research in internal service related to the Customer-dominant logic and service design. The framework and the design process can be applied in any organization considering designing any internal service.
The thesis offers many prospects for further research. The Customer-dominant logic, customer ecosystems and employee engagement are fields to study further in the context of internal service. In addition, enhancements of the framework and service design approach can be made testing them next in another internal service of the company.