Improving customer journey in a B2B SaaS company

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master_Tervonen_Milla_2024.pdf (855.21 KB)

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School of Business | Master's thesis
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Date

2024

Department

Johtamisen laitos

Major/Subject

Mcode

Degree programme

International Design Business Management

Language

en

Pages

60 + 3

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Abstract

The aim of this thesis is to study the formation of customer experience and the factors influencing it in a SaaS environment. Customer experience is typically examined by analyzing the entire customer journey and the influencing factors, which are often focused on the B2C environment. This has left a gap in the research of customer experience in B2B and SaaS environments. The theoretical framework of the study is built on previous research that addresses B2B customer journeys and their impact on SaaS customer experience. The empirical part was conducted by using qualitative methods, including qualitative interviews with the case company's business customers and an analysis of the results of a qualitative survey. The survey aimed to collect information on the factors and themes affecting customer experience during the customer journey, which were further explored through interviews. The research findings indicate that customer experience plays a significant role in customer engagement, which in turn affects the overall quality of SaaS services. Based on this study, improving B2B SaaS customer experience requires engaging various stakeholder groups. Moreover, this study revealed that the B2B SaaS customer journey includes several touchpoints, but by focusing on critical points, a company can improve its customer experience.

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Thesis advisor

Eloranta, Ville

Keywords

B2B, SaaS, customer experience, customer journey, touchpoints

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https://urn.fi/URN:NBN:fi:aalto-202408185439

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[gradu] Kauppakorkeakoulu / BIZ