The improved usage of customer data when going toward the utilization of customer insight in business development
Laaksonen, Mikko (2024)
Laaksonen, Mikko
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402062590
https://urn.fi/URN:NBN:fi:amk-202402062590
Tiivistelmä
The goal of this research is to understand what kind of customer-related data is collected. Another research topic was to get understanding about how the data is collected. The goal is also to find out how the data is used to build better customer knowledge and how it turns into customer insight. Customer data is an important asset and every successful company should utilize it. Customer data must be processed and analysed and then used to form customer information, knowledge and ultimately customer insight.
As of thorough consideration and knowledge of different research methodologies, a qualitative data collection method was chosen for the empirical material of this thesis. The company's situation was clarified using interviews where ten people, who are working in the customer interface, were interviewed. In order to get the necessary information, the interview questions were prepared accordingly. The interview materials were analysed and reflected on the theory to form conclusions.
The results can be considered interesting and perhaps they serve as a source of motivation for further research projects and improvement actions on the topic. This research produced an understanding how customer information is collected and how it is used. Based on the interviews, it can be concluded that the way different people gather information is quite similar. It can also be stated that the use of information and data is not systematic and that is why development ideas were presented. Based on the research results, a step-by-step value process model is presented. With the data to the value process it is possible to prioritize and choose the needed data and information for further process toward customer insight, marketing actions and the value to the customers.
As of thorough consideration and knowledge of different research methodologies, a qualitative data collection method was chosen for the empirical material of this thesis. The company's situation was clarified using interviews where ten people, who are working in the customer interface, were interviewed. In order to get the necessary information, the interview questions were prepared accordingly. The interview materials were analysed and reflected on the theory to form conclusions.
The results can be considered interesting and perhaps they serve as a source of motivation for further research projects and improvement actions on the topic. This research produced an understanding how customer information is collected and how it is used. Based on the interviews, it can be concluded that the way different people gather information is quite similar. It can also be stated that the use of information and data is not systematic and that is why development ideas were presented. Based on the research results, a step-by-step value process model is presented. With the data to the value process it is possible to prioritize and choose the needed data and information for further process toward customer insight, marketing actions and the value to the customers.