Managing Customer Experience in e-Commerce
Annamari, Törmänen (2022)
Annamari, Törmänen
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060716274
https://urn.fi/URN:NBN:fi:amk-2022060716274
Tiivistelmä
The aim of this thesis was to create development suggestions on how e-commerce customer experience can be improved by identifying customer needs along customer journey. The purpose was to identify critical touch points that require customer service along customer journey and identify touch points which create leads and provide insights on how reduce repetitive customer service requests and lower customer service
cost. The research questions of this thesis are: At which touch point customers contact customer service? Why customers contact customer service along e-commerce customer journey? How e-commerce customer experience can be improved to increase sales and reduce customer service costs?
Commissioner of this thesis is Finnchat Oy, who is providing externalized omni-channel customer service solutions for businesses operating online in various sectors; online retailers, SAAS-companies, and service providers. The data used in this research is extracted from customer service requests of two different e-commerce retailers who operates in different retail sectors.
Theoretical framework of the thesis consists of different theories which provides the context to e-commerce customer experience management; omni-channel management, customer experience management and data driven decision making. The literature review of the thesis consists of diverse sources: books, electronic sources, and scientific articles.
Research strategy used in the thesis is case study and approach is mixed methods. Research was conducted by analyzing customer interaction data extracted from customer service conversations. Data used in this analysis is from time period 1.1.-30.4.2022.
The results obtained through research showed that majority of customer service request are related to product inquiries, delivery methods, store, - and order inquiry. Results and theoretical insights confirm that these type inquiries are challenging to reduce without creating an impact on customer experience. Omni-channel customer service can be seen as a customer-oriented service solution which forms an integral part
of the e-commerce customer experience.
cost. The research questions of this thesis are: At which touch point customers contact customer service? Why customers contact customer service along e-commerce customer journey? How e-commerce customer experience can be improved to increase sales and reduce customer service costs?
Commissioner of this thesis is Finnchat Oy, who is providing externalized omni-channel customer service solutions for businesses operating online in various sectors; online retailers, SAAS-companies, and service providers. The data used in this research is extracted from customer service requests of two different e-commerce retailers who operates in different retail sectors.
Theoretical framework of the thesis consists of different theories which provides the context to e-commerce customer experience management; omni-channel management, customer experience management and data driven decision making. The literature review of the thesis consists of diverse sources: books, electronic sources, and scientific articles.
Research strategy used in the thesis is case study and approach is mixed methods. Research was conducted by analyzing customer interaction data extracted from customer service conversations. Data used in this analysis is from time period 1.1.-30.4.2022.
The results obtained through research showed that majority of customer service request are related to product inquiries, delivery methods, store, - and order inquiry. Results and theoretical insights confirm that these type inquiries are challenging to reduce without creating an impact on customer experience. Omni-channel customer service can be seen as a customer-oriented service solution which forms an integral part
of the e-commerce customer experience.
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