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Creating better customer experiences: Service Design effects on customer experience

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Creating better customer experiences: Service Design effects on customer experience

The aim of this master’s thesis was to discover how Service Design could be used to create better customer experiences. The theoretical part of the thesis focuses in exploring the concepts of Service Design and Customer Experience. In order to answer the main research question a qualitative research was conducted by evaluating the differences discovered in the customers’ experiences of two Citizens’ Offices in Espoo. The office in Leppävaara had recently undergone a transformation where the office was redesigned according Service Design methods. The other office in Matinkylä was in its original form at the time of the research. An additional objective for the thesis was to study if the redesign project of the Citizens’ Office in Leppävaara was a success in terms of how customer experience was demonstrated. Data for the study was collected by direct observation and interviews. In total 33 individuals were observed and interviewed for the research during April 2015. The customers were being observed during the entire customer journey after which they were interviewed. The respondents were chosen at random from the customers visiting the offices during the observation days. The results of the research are twofold. 1) In the case of the appearance or atmospherics of the service space the redesign project in Leppävaara was a success and the Service Design methods applied in the project resulted in enhanced customer experience. 2) On the other hand, based on the experiences of the customers related to service encounters with service personnel, applying Service Design methods in the redesign project had not been able to positively effect customer experiences. The redesign project in Espoo is still in process. As a followup to the project, the author suggested among other things that employees are given extra training.

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