Measuring Customer Experience in Mobile Internet

Problems in the mobile services are complex where the lack of the user analysis is not the modest issue. User centered design has increasingly become as a basis for the design of mobile services. The concept of user centered design gives end-user extensive attention at each stage of the design process. Mobile service providers want to offer experiences for users and clearly the users look for services that can provide pleasant experiences. In this thesis, the elements of user experience in mobile internet were studied as well as user experience measuring methods were researched. This study was looking for user experience measuring metrics and methods to specify new factors to measure user experience. During this thesis research project an application called CEM4Mobile was designed and implemented. CEM4Mobile is an application for observing and analysing user experience based on the user activity and behaviour. As a result of this thesis, a collection of user experience elements and measuring metrics were found. The elements and metrics were designed and implemented to CEM4Mobile product, which measures user experience. It was found out that the user experience measuring methods were based on interaction between two people but CEM4Mobile makes user observation programmatic.

Enhancing Customer Knowledge and Its Sharing At a Paper Production Line

This study has been made for specific paper production line at an international forest industry company in Finland. The main purpose for the study was a need to examine the current situation of the customer knowledge and its’ sharing at case production line, recognize the problems in it and finally, find out the improvement actions. The study is composed of theoretical and empirical parts. In theoretical part, knowledge management and information sharing in addition to customer knowledge management are presented. Empirical data from case production line was collected by using survey questionnaires. The results are analyzed in discussion and conclusions and finally, study ends with summary which includes recommendations. Based on the study, the amount and quality of customer knowledge and gaining and transferring the customer knowledge were found as the main challenges. The proposed solutions were discovered from moving towards more dynamic operating environment and in the area of customer knowledge management, especially from the communities of creation.

Success factors of customer and supplier master data system

Especially in global enterprises, key data is fragmented in multiple Enterprise Resource Planning (ERP) systems. Thus the data is inconsistent, fragmented and redundant across the various systems. Master Data Management (MDM) is a concept, which creates cross-references between customers, suppliers and business units, and enables corporate hierarchies and structures. The overall goal for MDM is the ability to create an enterprise-wide consistent data model, which enables analyzing and reporting customer and supplier data. The goal of the study was defining the properties and success factors of a master data system. The theoretical background was based on literature and the case consisted of enterprise specific needs and demands. The theoretical part presents the concept, background, and principles of MDM and then the phases of system planning and implementation project. Case consists of background, definition of as is situation, definition of project, evaluation criterions and concludes the key results of the thesis. In the end chapter Conclusions combines common principles with the results of the case. The case part ended up dividing important factors of the system in success factors, technical requirements and business benefits. To clarify the project and find funding for the project, business benefits have to be defined and the realization has to be monitored. The thesis found out six success factors for the MDM system: Well defined business case, data management and monitoring, data models and structures defined and maintained, customer and supplier data governance, delivery and quality, commitment, and continuous communication with business. Technical requirements emerged several times during the thesis and therefore those can’t be ignored in the project. Conclusions chapter goes through these factors on a general level. The success factors and technical requirements are related to the essentials of MDM: Governance, Action and Quality. This chapter could be used as guidance in a master data management project.

Customer reference marketing in a business to business context

This study focuses on the phenomenon of customer reference marketing in a business tobusiness (B to B) context. Although customer references are generally considered an important marketing and sales tool, the academic literature has paid surprisingly little attention to the phenomenon. The study suggests that customer references could be viewed as important marketing assets for industrial suppliers, and the ability to build, manage and leverage customer reference portfolios systematically constitutes a relevant marketing capability. The role of customer references is examined in the context of the industrial suppliers' shift towards a solution and project orientation and in the light of the on going changes in the project business. Suppliers in several industry sectors are undergoing a change from traditional equipment manufacturing towards project and solution oriented business. It is argued in this thesis that the high complexity, the project oriented nature and the intangible service elements that characterise many contemporary B to B offerings further increase the role of customer references. The study proposes three mechanisms of customer reference marketing: status transfer, validation through testimonials and the demonstration of experience and prior performance. The study was conducted in the context of Finnish B to B process technology and information technology companies. The empirical data comprises 38 interviews with managers of four case companies, 165 customer reference descriptions gathered from six case companies' Web sites, as well as company internal material. The findings from the case studies show that customer references have various external and internal functions that contribute to the growth and performance of B to B firms. Externally, customer references bring status transfer effects from reputable customers, concretise and demonstrate complex solutions, and provide indirect evidence of experience, previous performance, technological functionality and delivered customer value. They can also be leveraged internally to facilitate organisational learning and training, advance offering development, and motivate personnel. Major reference projects create new business opportunities and can be used as a vehicle for strategic change. The findings of the study shed light on the on going changing orientations in the project business environment, increase understanding of the variety of ways in which customer references can be deployed as marketing assets, and provide a framework of the relevant tasks and activities related to building, managing and leveraging a firm's customer reference portfolio. The findings contribute to the industrial marketing research, to the literature on marketing assets and capabilities and to the literature on projects and solutions. The proposed functions and mechanisms of customer reference marketing bring a more thorough and structured understanding about the essence and characteristics of the phenomenon and give a wide ranging view of the role of customer references as marketing assets for B to B firms. The study suggests several managerial implications for industrial suppliers in order to systematise customer reference marketing efforts.

The Pursued Benefits of Customer Loyalty Programs

Customer loyalty programs have increased in recent decades and customers are members in several loyalty programs. Loyalty programs are seen as a tool of exploiting customer relationship management with the aim of long-term, profitable customer relationships. Companies have created such a market where customers are rewarded automatically, even if they are disloyal. In addition, companies are struggling as they try to motivate customers to purchase more and make more frequent visits.

Teknisen auringonsuojauksen tukikonseptin liiketoimintalähtöinen arviointi

Työssä tutkitaan erään tekniseen auringonsuojaukseen keskittyneen yrityksen päätöstä tuottaa aloittelevia yrityksiä palveleva tukikonsepti. Konsepti sisältää mitoitusohjelmia, kokoonpano-ohjeita sekä markkinointimateriaalia. Oleellista on selvittää kannattaako yrityksen keskittyä kyseisiin asiakkaisiin, sekä onko konsepti oikea ratkaisu tälle segmentille. Tätä varten työssä tutustuttiin toimiala-analyysiin, strategiaan, segmentointiin sekä differointiin. Työssä selvitettiin, että Porterin viiden voiman malli on yhä toimiva aloitus toimiala-analyysin laatimiseen. Strategiaan liittyviä koulukuntia löytyy kirjallisuudesta useita erilaisia, oleellista on löytää oikea lähestymistapa kuhunkin tilanteeseen. Segmentointi on tärkeä vaihe, koska sen avulla selvitetään yrityksen eri asiakasryhmiä. Differointi on usein suositeltu keino kilpailuedun tavoittelemiseen. Työtä varten laadittiin yritykselle toimiala-analyysi. Lisäksi yritykselle etsittiin segmenttejä sekä pohdittiin sen mahdollisuuksia differointiin. Segmenttejä löydettiin kolme erilaista. Samalla todettiin, että paras tapa differoida yrityksen tuotteita on keskittyä tuotteiden aineettomiin ominaisuuksiin. Toimiala-analyysin, segmenttien sekä differointimahdollisuuksien perusteella päädyttiin siihen, että yrityksen päätös keskittyä enemmän uusiin ja aloitteleviin asiakkaisiin vaikuttaa järkevältä. Konseptin ominaisuuksien perusteella myös konsepti vaikuttaa hyvältä tavalta palvella kyseistä asiakassegmenttiä.

Projektimarkkinoinnin haasteet ja suhteiden tunnistaminen

Tässä tutkimustyössä oli tavoitteena tutkia projektimarkkinointiin liittyviä haasteita, joita Andritz Oy Wood Processing on kohdannut yhdessä sellu- ja paperiteollisuuden projektissa ja kolmessa puupohjaisen biomassavoimalaitoksen projektissa. Työn tarkoitus oli nostaa esille millaisia yhteisiä haasteita näiden tutkittujen projektien välillä on olemassa ja mihin työn kohteena olevan yrityksen tulisi keskittyä projektimarkkinointiprosessissa. Teoriaosiossa käsitellään monipuolisesti projektiliiketoimintaan liittyviä teorioita. Ensimmäiseksi tarkastellaan projektimarkkinointi- ja projektimarkkinointiprosessimalleja. Näiden jälkeen tutkitaan D-U-C-mallia (epäjatkuvuus, ainutkertaisuus ja monimutkaisuus), joka esiintyy hyvin monen tutkijan tutkimuksissa, kun käsitellään projektiliiketoimintaa. Lopuksi teoriaosiossa tarkastellaan asiakassuhteita ja miljööanalyysia projektiliiketoiminnassa. Tutkimuksen empiirisessä ensimmäisessä osiossa käydään läpi projektimarkkinointiin liittyvät haasteet, jotka löytyivät tutkituista tapausesimerkeistä. Tämän jälkeen jokaisesta projektista on laadittu miljöökartoitus, jonka perusteella nähdään projektien miljöiden vaihtelevuus. Viimeisenä asiana empiirisessä osiossa käydään läpi perusteet, jotka vaikuttivat projektitoimittajan valintaan. Teoreettisen ja empiirisen aineiston pohjalta on laadittu yritykselle suosituksia, joiden uskotaan parantavan yrityksen kilpailukykyä projektiliiketoiminnassa. Esiin nousseet asiat projektimarkkinoinnissa ovat monille itsestään selvyyksiä, mutta niiden toteuttamisessa on vielä paljon kehitettävää.

Tulevaisuuden älykotiliiketoiminnan toimitusverkoston kartoitus

Tutkimus kartoitetaan tulevaisuuden älykotiliiketoiminnan palvelutuottaja-verkostoa. Lisäksi delphi-prosessia seuraten, pyritään kyselyn kautta vali-doimaan tulevaisuudesta tehty skenaario. Kysely tehtiin 42 yrityksen stra-tegiasta vastaavalle johtajalle. Selvitettäviä asioita olivat skenaarion liike-toiminnallinen kiinnostavuus, toteutumiskelpoisuus ja yrityksen siinä ha-luama rooli. Lisäksi selvitettiin mm. yritysten yhteistyökyvykkyyttä, innova-tiivisuutta, asiakassuuntautuneisuutta ja teknologinen valmiutta. Pääpaino oli selvittää verkoston muodostaja eli johtaja yritys. Kysely validoi kaikkien vastanneiden osalta tulevan skenaarion. Tulosten perusteella pystyttiin erottamaan 12 potentiaalista johtajaa. Nämä erottui-vat kyselyn kaikilla osa-alueilla parempina kuin muut yritykset. Potentiaali-set johtajat näkivät tulevaisuuden optimistisempana kuin muut ja lisäksi ne harjoittavat jo nyt liiketoimintaa, joka on lähellä kuvattua älykotipalveluver-kostoa. Tuloksia voidaan hyödyntää muodostettaessa palveluverkostoa uusille markkinoille. Kuvatun mallin toteutuminen vaatii kuitenkin julkisen sektorin palvelutoiminnan uudistusta, sillä se sisältää useita rinnakkaisia prosesseja julkisen terveydenhuollon kanssa.

Asiakkuudenhallinta SaaS-periaatteella

Kandidaatintyö käsittelee Software as a Serviceä (SaaS, verkkosovelluspalvelu) käsitteenä ja ilmiönä. Työssä paneudutaan myös SaaS-mallin nykytilaan ja tulevaisuuden näkymiin. Tarkemmaksi tarkastelukohteeksi työssä on valittu SaaS-pohjainen asiakkuudenhallinta, ja SaaS-pohjaisten asiakkuudenhallintajärjestelmien nykytilan sekä kehityksen yksityiskohtainen analysointi. Työssä käsitellään aihetta alan julkaisujen ja kirjallisuuden avulla. Työssä vertaillaan merkittävimpien SaaS-pohjaisten asiakkuudenhallinta-järjestelmätoimittajien kehitystä Yhdysvalloissa ja Euroopassa sekä heidän ohjelmistojen nykytilaa, vahvuuksia, heikkouksia ja verkkosovelluspalveluiden tulevaisuuden näkymiä. Yhtenä osa-alueena käsitellään myös verkkosovelluspalvelun integrointia yrityksen muihin tietojärjestelmiin. Työssä todetaan, että SaaS on vielä uusi ja yleistyvä käsite ohjelmistoalalla sekä varteenotettava vaihtoehto hankkia yrityksen ohjelmistoja, kuten asiakkuudenhallintajärjestelmä. Tällä hetkellä SaaS-markkinoilla on vielä tilaa kilpailulle, joten tavasta toimittaa ohjelmistot yrityksille palveluna uskotaan yleistyvän tulevaisuudessa.

Aineettomat markkinointiresurssit – brändi, imago ja maine

Tämän kandidaatintyön tarkoituksena on tarkastella aineettomien markkinointiresurssien – brändin, imagon ja maineen – määritelmiä sekä niiden etuja yrityksen liiketoiminnassa. Tarkastelu toteutetaan B2B-liiketoimintaympäristössä. Työ rakentuu viidestä osiosta, joista ensimmäisessä käsitellään aineettomia markkinointiresursseja ja niihin kuuluvaa suhdepääomaa. Toisessa, kolmannessa ja neljännessä osiossa käsitellään suhdepääomaan kuuluvien brändin, imagon ja maineen määritelmiä, etuja ja vaikutuksia yrityksen liiketoiminnassa. Viidennessä osiossa esitellään edellä mainittujen tekijöiden vaikutuksia asiakkaan ostopäätösprosessiin. Työssä käytetyn aineiston pohjalta tehtiin johtopäätös, että B2B-liiketoiminnassa toimiva yritys on yleensä itse brändi, jolla on sekä imago että maine. Brändi-imago ja brändin maine ovat merkittävässä roolissa asiakkaan ostopäätösprosessissa. Työn lopussa esitetään erilaisia asiakkaan ostopäätösprosessia kuvaavia malleja. Käytetyn aineiston ja mallien pohjalta on muodostettu malli brändi-imagon ja brändin maineen vaikutuksista asiakkaan ostopäätösprosessin eri tekijöihin.

Quality and analysis of administration processes in server operations

IT outsourcing refers to the way companies focus on their core competencies and buy the supporting functions from other companies specialized in that area. Service is the total outcome of numerous of activities by employees and other resources to provide solutions to customers' problems. Outsourcing and service business have their unique characteristics. Service Level Agreements quantify the minimum acceptable service to the user. The service quality has to be objectively quantified so that its achievement or non-achievement of it can be monitored. Usually offshoring refers to the transferring of tasks to low-cost nations. Offshoring presents a lot of challenges that require special attention and they need to be assessed thoroughly. IT Infrastructure management refers to installation and basic usability assistance of operating systems, network and server tools and utilities. ITIL defines the industry best practices for organizing IT processes. This thesis did an analysis of server operations service and the customers’ perception of the quality of daily operations. The agreed workflows and processes should be followed better. Service providers’ processes are thoroughly defined but both the customer and the service provider might disobey them. Service provider should review the workflows regarding customer functions. Customer facing functions require persistent skill development, as they communicate the quality to the customer. Service provider needs to provide better organized communication and knowledge exchange methods between the specialists in different geographical locations.

Project and customer profitability analysis: an empirical case study

The objective of this case study is to provide a Finnish solution provider company an objective, in-depth analysis of their project based business and especially of project estimation accuracy. A project and customer profitability analysis is conducted as a complementary addition to describe profitability of the Case Company’s core division. The theoretical framework is constructed on project profitability and customer profitability analysis. Project profitability is approached starting from managing projects, continuing to project pricing process and concluding to project success. The empirical part of this study describes the Case Company’s project portfolio, and by means of quantitative analysis, the study describes how the characteristics of a project impact the project’s profitability. The findings indicate that it really makes a difference in project portfolio’s estimated and actual profitability when methods of installation and technical specifications are scrutinized. Implications on profitability are gathered into a risk assessment tool proposal.

Customer Driven Order-to-Delivery Process

This thesis was made for a large forest industry company’s business segment. The purpose of the study was to improve the performance of the order-to-delivery process of the business segment. The study proceeded in three phases. The first phase was to define customer expectations in the market. The second phase was to analyse the performance and the operations of the order-to-delivery process, and to define any challenges or problems in serving the customers. The third and final phase was improving the performance of the order-to-delivery process, within the scope defined by the first two phases. The analysis showed that the delivery reliability is an essential but a challenging issue in the case company’s markets. On delivery reliability standpoint, the most challenging factors were the detected information flow distortions within the company as well as in the whole supply chain, and the lack of horizontal control over the multi-stage process.

Salesperson's customer orientation in the personal selling process and in the use of personal selling techniques in the business-to-business setting

Selling is much maligned, often under-valued subject whose inadequate showing in business schools is in inverse proportion to the many job opportunities it offers and the importance of salespeople bringing incomes to companies. The purpose of this research is to increase the understanding of customer-oriented selling and examine the influence of customer-oriented philosophy on selling process, the applicability of selling techniques to this philosophy and the importance of them to salespeople. The empirical section of the study is two-fold. Firstly, the data of qualitative part was collected by conducting five thematic interviews among sales consultants and case company representatives. The findings of the study indicate that customer-oriented selling requires the activity of salespeople. In the customer-oriented personal selling process, salespeople invest time in the preplanning, the need analysis and the benefit demonstration stages. However, the findings propose that salespeople today must also have the basic capabilities for executing the traditional sales process, and the balance between traditional and consultative selling process will change as the duration of the relationship between the salesperson and customer increases. The study also proposes that selling techniques still belong to the customer-oriented selling process, although their roles might be modest. This thesis mapped 75 selling techniques and the quantitative part of the study explored what selling techniques are considered to be important by salespeople in direct selling industry when they make sales with new and existing customers. Response rate of the survey was 69.5%.

The concept of solution: Industry’s insights compared to theoretical views

Many manufacturing companies have started to offer complete solutions to their customers’ unique needs due to toughening competition and customer demand. Discourse on this kind of solution business is still developing, hence, there is not an established definition for the concept of solution. The aim of the study is to profoundly identify the concept of solution and to understand how the industry’s current views differ from the theoretical concepts. The describing dimensions are identified from selected 13 theoretical notions, and from responses, that the employees of five different companies have given. The 32 interview transcripts are analyzed with thematic analysis and qualitative content analysis. According to the findings, the concept of solution is characterized by integration, customization, risk-sharing, value co-creation, long-term orientation, and desired outcomes. The industry’s insights differ in terms of them all. The results illustrate, that a solution is a bundle, and the whole solution is customized on some level for a client. A solution supplier needs to be customer-focused, in which value co-creation is only a part. The solution solves the customer’s problem, and improves both the customer’s, and the supplier’s business. Neither long-term focus nor risks-sharing were directly employed to characterize the concept of solution. Differences are mainly due to the different approaches to the definitions and inexperience of the companies.