Developing Customer Engagement: case OTAVA laboratory
Aallikko, Jere (2021)
Aallikko, Jere
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112421470
https://urn.fi/URN:NBN:fi:amk-2021112421470
Tiivistelmä
During the millennium, the world has experienced remarkable technological development, innovations and consequently, a revolution. Innovations and digitalisation spreading to various industries has caused an explosion in the demand of critical networks. Nokia Oyj, among other 5G network service providers and developers are battling over market shares around the world. This thesis is commissioned by OTAVA laboratory, belonging to Nokia Networks and Solutions Oy. OTAVA is a private laboratory containing several unique test environments for 5G network investigation and development. Since Nokia Oyj has invested a lot in OTAVA, the laboratory should be used more as an attraction point to engage new and existing customers, and consequently to conquer the markets.
The aim of the thesis is to find out the development points for customer engagement of OTAVA and how the laboratory could be used to attract teleoperators to choose Nokia as a partner. The thesis draws the conclusion by investigating theoretical backgrounds and executing throughout separate interviews with four OTAVA employees participating previous customer engagement actions in the laboratory.
The theoretical background consists of customer engagement in Business-to-Business industries, and customer behaviour in technological world. In addition, the markets and competitors are briefly studied. The research methodology used in the thesis is a semi-structured interview, containing three themes. Four pre-defined employees of OTAVA, with different roles and working experiences are interviewed separately to generate comprehensive data about customer engagement actions of OTAVA. In addition, author’s own observations are analysed to support the research result and the conclusion.
Based on the theoretical investigation and the research, it can be concluded that the customer engagement activities of OTAVA are already on a good level. However, development is always welcome. Customer-centric approach should be applied more in all steps of the customer engagement. The story of OTAVA, testing flow, and the whole ecosystem play a crucial role. These factors should be introduced to the customer from their perspective and should also answer the question on how OTAVA could help the customer to run a business and reach their goals.
The aim of the thesis is to find out the development points for customer engagement of OTAVA and how the laboratory could be used to attract teleoperators to choose Nokia as a partner. The thesis draws the conclusion by investigating theoretical backgrounds and executing throughout separate interviews with four OTAVA employees participating previous customer engagement actions in the laboratory.
The theoretical background consists of customer engagement in Business-to-Business industries, and customer behaviour in technological world. In addition, the markets and competitors are briefly studied. The research methodology used in the thesis is a semi-structured interview, containing three themes. Four pre-defined employees of OTAVA, with different roles and working experiences are interviewed separately to generate comprehensive data about customer engagement actions of OTAVA. In addition, author’s own observations are analysed to support the research result and the conclusion.
Based on the theoretical investigation and the research, it can be concluded that the customer engagement activities of OTAVA are already on a good level. However, development is always welcome. Customer-centric approach should be applied more in all steps of the customer engagement. The story of OTAVA, testing flow, and the whole ecosystem play a crucial role. These factors should be introduced to the customer from their perspective and should also answer the question on how OTAVA could help the customer to run a business and reach their goals.