Sales are usually defined as a goal of the company's strategy, and at the same time it functions as an engine for sustainability and growth. The results of the customer survey were used to develop the customer-oriented service strategy. The developed service strategy was tested at the end of the special project with pilot sales.
Understanding the customer experience creates a strong connection between customer orientation and service design. The team uses applied service design and commercialization methods in their projects so that this thesis project supports the professional skills of the author. The aim of this thesis is to improve the sales of the case company by developing a customer-oriented service strategy.
2 LITERATURE REVIEW COMMERCIALIZING
When the customer knows the features of the product before the purchase, his satisfaction also increases. When internal production is described as "work ability", external production can be described as "sale ability". A multidisciplinary team draws a business plan related to the product right at the beginning of the process.
Before starting product development, the importance of the product to the company must be defined. It is important to consider the management and maintenance of the product already in the planning phase. It is also important that the product has a replacement at the end of its life cycle to ensure the continuation of the relationship with the customer.
At the beginning of branding it is important to analyze the needs of the target segment. Many product launch challenges seem to lie elsewhere than in marketing activities.
3 LITERATURE REVIEW SERVICE DESIGN
The purpose of service design is for all service stakeholders to participate in the process. Understanding the service experience helps the organization build better customer interaction relationships. Service design uses the customer's perspective as the core of service development.
It is used as a communication tool that tells the service designers and other interest groups the purpose and background of the project. After the organization chooses the service design service provider, the second step of the definition phase is the pre-research phase. Typical of the service design is that the customers participate in the process in different phases.
Customer surveys in service design mean obtaining meaningful information that can be used as guidance and inspiration for the design process. Probes are used in situations where service designers do not have the opportunity to observe customer behavior. In this strategy, the customer chooses according to the value that the service creates for the customer.
The service concept can be used to describe the service moment, customer journey, or other structures related to the production of the service. In service design it is important to see the service from the perspective of the company and the end user. In service design prototyping means quickly creating models to support service design and development.
Results can be used to determine which parts of the service are working and which are not. It is important to consider whether the service can be launched in a narrower form to gain feedback and raise expectations. The success of the service is measured in the markets and the service is fine-tuned according to the service experiences.
4 RESEARCH METHODS
The interviews were conducted with existing customers of the case company to recognize who they are and why they are customers. At the same time, the interviews would provide information about good and bad customer experiences that help to develop the features of the services. The idea behind this was that the customer will start from the most critical and current issues after the reason for the opportunity has been stated.
The case company provided the telephone numbers of the contact persons of their client companies. The call shortly introduced that the purpose of upcoming conversation is to improve the services of the case company, which is beneficial to the customer. This was because the clients had many problems to talk about and now they felt that they had the undivided attention of the case company.
Analysis, interpretation and conclusion of the collected data are the goals of the research of the issue (Hirsjärvi et al Saaranen-Kauppinen & Puusniekka, 2009, 52). This thesis uses a data-driven approach in the analysis of qualitative research results and a theory-based analysis in a case study to build a customer-oriented service strategy. Similar expressions are collected as classes with a descriptive word or class expression.
The validity of qualitative research can be improved by an accurate description of the implementation of the research process. The author was able to distinguish two classes which were completely different. important needs for the services of the case company. Hirsjärvi (1997) and Tuomi (2013) also referred to research reliability to the repeatability of results and saturation when a certain amount of responses start to repeat the same results and this is what happened.
The final success of the obtained data is evident from the results of building a service strategy and pilot sales.
5 CASE STUDY
The third theme was intended to find out the added value of the services for the customers. And the purpose of the fifth theme was to collect suggestions for the development of the services. Sixth finding was that there are two main audiences, who experience the services of the case company in a different way.
This research produced this information by recognizing two classes or target segments that have different drivers for using the case company's services. On April twenty-seventh, two project team members went to a meeting at the case company where the results were presented to the company's management. As mentioned before, the following actions are required to improve the case company's services:.
Service design uses the customer's point of view as the core of service development. These results also reveal that large and small companies have different needs and expectations regarding the services of a suitable company. The sales process was designed with the comprehensive sales knowledge and sales experience of the project team.
This was done in order to quickly test the success of the new service strategy. The project team had the fresh perspective that transformed the productization of the service at scale. Due to the workshop with the management of the case company and discussions with the customers and due to reading through the old sales material, the project team starts to be too close to the services of the case company.
The case company's problem was to sell the service to new customers who match the identified customer segment. As a result, the project team in the pilot focuses on selling the service to new customers. The success of the service is measured in the markets and the service is fine-tuned according to the service experiences.
6 DISCUSSION AND SUGGESTIONS
The commercialization approach has no tools to gain customer insights so deep that service design methodologies came into focus. During the graduation project it became apparent why service design and commercialization should not be used separately. As mentioned earlier in Chapter 5, the user of the services has the central and useful role in the service design development process.
Even if the service design in the literature attempts to recognize the different customer profiles, it does not sufficiently consider designing different services or service strategies for different customer profiles. The service design method of creating a solution for everyone destroys the synergy benefits of learning and improving by doing many similar products. To understand this service development team must know the customer-centered methods and tools of service design approach and the production efficiency and importance of recognizing target groups of commercialization approach.
As previously mentioned, the process and tools of service design require strong social skills, empathy, creativity and visual thinking. Service designers always need a commercial person in a development team and commercial team needs a service design oriented person to be able to deliver significant results with minimum risks for failure. Service design focuses more on developing and testing the service with human-centered methods, but not on producing the service for sales.
As mentioned in Chapter 3, service design evaluates whether the new service fits within the business strategy. This thesis explored how to establish the strategy behind the service to create and sell successful service. The results of this thesis prove that the service and business strategy should be designed based on a customer insight obtained with service design methods.
Service design focuses so heavily on customer experience that it's easy to forget about efficiency.
We specialize in the development of customer-oriented services and the company has commissioned us to develop their services to meet customer needs. We would love to hear your feedback and opinion from the case company services and use it in this development.
