Strategic Thinking at Sea: implementing a Service Design Thinking Approach onboard Aurora Botnia to Increase Customer Satisfaction and Upselling
Nordlund-Hiltunen, Christa (2024)
Nordlund-Hiltunen, Christa
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404085928
https://urn.fi/URN:NBN:fi:amk-202404085928
Tiivistelmä
This Master’s thesis was a service design research project commissioned by the ferry company Wasaline. The aim of the project was to design a method to increase upselling as well as the overall customer satisfaction onboard the vessel Aurora Botnia. By conducting thorough research with e.g. interviews, workshops, surveys and focus group discussions and using service design methods and tools, such as personas, design criteria mapping and journey mapping, the intention was to present answers, suggestions, and recommendations on how the company ought to act proactively and develop in the right direction. By redirecting the commissioner’s view on the connection between customer satisfaction and upselling, the aim was to present an opportunity to use service design thinking as a tool in the future.
Several members from the management team on Wasaline were involved in this master’s thesis project, and many employees and passengers contributed to the research. The project resulted in specific improvement suggestions as requested, and templates/models, which the company could use in future personnel training, were developed. Informative material based on this will be developed for the employees at a later stage. The survey form that was developed during this thesis project will be sent to customers biannually and employee workshops focusing on customer service and upselling will be conducted yearly.
Several members from the management team on Wasaline were involved in this master’s thesis project, and many employees and passengers contributed to the research. The project resulted in specific improvement suggestions as requested, and templates/models, which the company could use in future personnel training, were developed. Informative material based on this will be developed for the employees at a later stage. The survey form that was developed during this thesis project will be sent to customers biannually and employee workshops focusing on customer service and upselling will be conducted yearly.