Customer experience as a competitive differentiator in subscription services : Thinking beyond the paywall
Hong, Tiina (2016)
Hong, Tiina
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052810551
https://urn.fi/URN:NBN:fi:amk-2016052810551
Tiivistelmä
The aim of the thesis is to provide a review of customer experience concept and its benefits as a competitive differentiator for the case company. Due to the digitalization of media market, content is more and more becoming commoditised. Therefore, relevant content alone is no longer sustainable competitive advantage. Customer experience has become today’s emphasis on for businesses in all industries. However, academics in the field have debated on the definition of customer experience and as a result, various frameworks for customer experience management has emerged. This study aims to find a suitable course of action of the case company.
The nature of the research is exploratory and therefore qualitative methods were used. The research followed a case study research design using as single case company. Primary data was collected through in-depth interviews with three clients of the case company to gain deeper understanding of their customer journey and their previous experiences with the service. Secondary data was collected from various literature, articles and reports. Additionally benchmark study was conducted for gaining insights on customer experience management best practices of competitors and actors outside the industry.
The results revealed that the value of the service for clients is not only in the content but the case company could improve value perceived by their clients by considering experiential aspects. The results indicate two major development points: Positioning and brand communication of the service, and usability of the service. Positioning and branding is in the core of customer experience management as it affects customers’ preliminary expectations of the service. Secondly, as a digital service, usability is the key for facilitating good customer experience. Furthermore, it is crucial to build a consistent customer experience in all channels of customer encounters throughout the customer journey.
The nature of the research is exploratory and therefore qualitative methods were used. The research followed a case study research design using as single case company. Primary data was collected through in-depth interviews with three clients of the case company to gain deeper understanding of their customer journey and their previous experiences with the service. Secondary data was collected from various literature, articles and reports. Additionally benchmark study was conducted for gaining insights on customer experience management best practices of competitors and actors outside the industry.
The results revealed that the value of the service for clients is not only in the content but the case company could improve value perceived by their clients by considering experiential aspects. The results indicate two major development points: Positioning and brand communication of the service, and usability of the service. Positioning and branding is in the core of customer experience management as it affects customers’ preliminary expectations of the service. Secondly, as a digital service, usability is the key for facilitating good customer experience. Furthermore, it is crucial to build a consistent customer experience in all channels of customer encounters throughout the customer journey.