The role of service process in customer experience

In this research oriented thesis, the aim is to examine the role of the service process in customer experience. How the service process affects customer experience is examined by describing and analysing a commissioning company´s service process and reviewing how customers perceive the company. The purpose of the research is to identify service delivery processes with significant development needs and to recognize which of them are likely to impair the customer experience. In addition, the objective is to conduct a crossfunctional flowchart of one service delivery process that requires to be developed. Through a cross-functional flowchart, the bottlenecks of the process can be presented and suggestions for improvement actions can be provided. To examine the research question, secondary data was mainly used. Secondary data was composed by gathering reliable information sources diversely, such as books, formally published documents, survey data and the company´s internal information. When secondary data was used to explain the research question based on existing theories, information, and ideas, primary data was used to provide new aspects about the thesis topic. For data collection, both quantitative and qualitative methods were used. Most of the data collection was based on qualitative methods but to complement the research data, the quantitative method was also exploited. A significant part of data collection was carried out in the context of the project, in which the relationship between the company´s service process and customer experience was described and analysed. As a conclusion of the research results, it can be stated that the service process affects the customer experience. In order to meet the customer demand, the company needs to match its service delivery processes with the customer´s journey with the company. For producing a good customer experience, the company needs to understand its customers´ needs and expectations and respond to them. In order to remain competitive, the company should pursue to improve its operations continually and recognize factors constraining the flow of service delivery. These factors, also referred to as bottlenecks, are likely to impair the customer experience and hence they should be treated as critical development needs