Browsing by Subject "liiketoimintaympäristö"

The tightened wood market situation in the Baltic Sea region and digitization drove the forest industry's wood procurement organizations to review and develop their own customer experience. It is difficult for organizations to achieve a sustainable competitive advantage in the market with the help of products and services, because they can be easily copied by competitors. By offering their customers a superior customer experience, it is possible for organizations to achieve a sustainable competitive advantage and succeed in a competitive market. In this work, the gaps between the company's management and employees, and the company's customers and their statistical significance were investigated with the help of surveys. In addition, problem areas in the overall customer experience were mapped from the perspectives of management, employees and customers. The studies were built on the basis of the gap analysis model, whereby the gaps were divided into five different subject areas. The statistical significance of the gaps in the study was analyzed using one-way analysis of variance. There is a significant gap between the company's management and employees in each topic area of the study. The gap is statistically significant in four out of five subject areas. There is also a significant gap between the company and the customers. This gap is statistically significant in all subject areas between employees and customers and in one subject area between management and customers. Problem areas in the customer experience were, for example, gaps between different groups, management's distance from the customer interface, employees and marketing communications. The management's answers were closer to the customers' answers than the employees' answers. Based on the answers, it is currently possible to offer customers an excellent customer experience, but not an overwhelming one. The company should develop all aspects of the customer experience in order to be able to offer customers a superior customer experience. Based on the results of this study, the job description, workload and participation of the employees in the company's activities should be developed in particular.