ONNISTUNEEN DIGITAALISEN ASIAKASKOKEMUKSEN JOHTAMINEN -VERKKOALUSTALLA LISÄÄ ASIAKASARVOA Soili Lehtinen & Anne Saloniemi
Managing a Successful Digital Customer Experience - Increased Customer Value on the Online Platform The aim of thesis was to find out how different digital online platforms lead to a successful customer experience. The thesis was commissioned by Lapland University of Applied Sciences and Lapland Education Centre REDU. The primary research issue was how to improve the digital customer experience with a user-friendly online platform. The aim was to find out what a successful customer experience should look like in a digital environment and therefore the second question researched was: How can digital customer experience management be simplified? The thesis concerns the development and management of digital online training for customers so the third question was: How can the development of digital services be managed by using the operating models of service conceptualization? The research methodology used in this research was both qualitative and quantitative. Single case study and service design were chosen as the approach for the study due to their suitability for professional development. The research data was gathered with a Webropol survey and by organizing a co-development workshop for the representatives of the target group. The results were grouped into themes and analyzed using content analysis methodology. The dimensions related to customer experience management and digital customer experience are summarized in this study based on the knowledge base of the thesis and the analysis and interpretation of the research material. The main findings were that digital services and platforms enable customers to be involved in the production of services. In addition, the feedback acquired from digital platforms was perceived as particularly important for the success of customer experience management. Keywords: customer experience, customer experience management, digital platform 180
