The role of organizational capabilities in effective customer experience management
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
104+7
Series
Abstract
This thesis aims to increase understanding on the role of organizational capabilities in customer experience and how these capabilities interact and form together a dynamic capability. Capabilities and especially dynamic capabilities offer a promising way to succeed in customer experience in today’s fast-moving environment where continuous advancements are required from organizations. Four customer experience capabilities were identified: touchpoint monitoring, touchpoint adaptation, touchpoint prioritization and touchpoint journey design. These capabilities and their interconnections are examined in detail. Organizational ambidexterity, the organization’s ability to create new competences while manage existing resources is also an essential part when customer experience management and development is discussed. To achieve these objectives, total of 14 semi-structured interviews were conducted to persons working as customer experience lead or equivalent in Finnish organizations in various industries. Respondents were selected to have broad sample of different organization types and sizes to understand whether the findings are generalizable to organizations in general. Interviews and the responses were evaluated based on research framework. Research findings are diverse. Touchpoint journey orientation and in more general, organization culture play’s a central role on how organizations are able to exploit capabilities and how these capabilities perform to enhance the customer experience. Customer experience lead play’s a critical role in the transformation of organizational culture to more affirmative towards customer experience. Capabilities are formed over time in organizations, and are deeply embedded in the processes. This imply that organizations need persistent effort to generate and develop capabilities to manage customer experience. Organizations manage ambidexterity through processes which enables the effective alternation between more radical innovations and enhancing the existing customer experience. Customer experience capabilities in general form a complex entity that can, when managed effectively, create competitive advantage to the organization.Description
Thesis advisor
Tikkanen, HenrikkiKeywords
customer experience, customer experience management, capabilities, dynamic capability, organizational ambidexterity