Metropolia University of Applied Sciences
The topic of this thesis is customer engagement development by utilizing competitive benchmarking. The case company, “Best in Hel”, struggled with customer engagement, as current customer engagement strategies were not effective. The purpose of this thesis was to develop a plan for effective customer engagement strategies for the case company. The thesis utilized action research as its research approach. The theoretical framework focused on both topics, customer engagement and benchmarking. The data was gathered from internal interviews, discussions, a workshop, and analysis of internal documents and available public information about competitors. The action research methodology used in this thesis was visible in data collection, competitive benchmarking, and actual development. The study started with the current state analysis. In this analysis, the market leaders, competitors, and the case company were compared to each other on the subject of customer engagement. The development part included a workshop where the development plan was co-created by the researcher and the management including CEO of the case company. In addition to the inputs from the key stakeholders, the development plan was also based on successful customer engagement practices of leading companies and studies on the subject. As a result, the plan served as a guideline for further improvement of the customer engagement situation for the case company. As a result of the thesis, the case company was able to look at the business model from a different point of view. Suggested development strategies and ideas served as a solid basis for better customer engagement, which should lead to improvement in customer satisfaction and better future of the company in general.