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Strategisk omorientering mot ökat kundfokus- En studie om kundkontaktcenters roll i förändringsprocessen.

Svensson, Caroline (2010)
Department of Service Management and Service Studies
Abstract
Some markets represent companies that offer similar products in terms of design, quality and price. In this reality competitive advantages have to be created and developed in other ways. Many companies have therefore chosen a market oriented strategy that focuses on the client and their needs. According to studies within the field of Service management the interaction between the company and the client plays a vital part in this strategy. Researches of how to handle the practical difficulties when implementing these theories are though limited. A real life example of where the implementation of this strategy has failed is the Swedish energy market. I have chosen to focus my research on the department of customer services. A department that... (More)
Some markets represent companies that offer similar products in terms of design, quality and price. In this reality competitive advantages have to be created and developed in other ways. Many companies have therefore chosen a market oriented strategy that focuses on the client and their needs. According to studies within the field of Service management the interaction between the company and the client plays a vital part in this strategy. Researches of how to handle the practical difficulties when implementing these theories are though limited. A real life example of where the implementation of this strategy has failed is the Swedish energy market. I have chosen to focus my research on the department of customer services. A department that handles most of the interaction between the client and the company and that traditionally plays a secondary role within organisations. Since the interaction between the client and the company is central within the market oriented strategy I believe that the department of customer services should be treated differently. My aim of this master thesis is therefore to examine this department in a new perspective in order to give them the attention they may deserve. The purpose of this research is to explore how the department of customer services can be used as a tool in order to successfully implement a market oriented strategy. Two questions will be answered in order to fulfill this purpose; what role the department of customer service plays while implementing a market oriented strategy and what forces have to be handled and how in order to achieve this role? I see the implementation of the market oriented strategy from a change perspective and I have therefore chosen to let a model, from one of the greatest researchers within this field, conduct the design of my research. Following the four steps of the force field analysis all the necessary information have been gathered and analysed. My conclusions are that the department of customer services plays an important role when implementing a market oriented strategy. Not only because they handle a great deal of the interaction between the clients and the company but also because many of the services that represent the competitive advantages can be related to and developed within this department As a result of my field study there are a number of forces that affect the department’s conditions to succeed. The chances of successfully implement the market oriented strategy should increase if focus is laid on the department of customer service and the development and level of knowledge of their employees. It is also of importance that the leadership is flexible and adapted to the needs of the employees as well as that the culture corresponds to the new strategy. (Less)
Please use this url to cite or link to this publication:
author
Svensson, Caroline
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
kundkontaktcenter, marknadsinriktad strategi, förändringsarbete
language
Swedish
id
1613125
date added to LUP
2010-06-08 00:00:00
date last changed
2018-10-18 10:10:57
@misc{1613125,
  abstract     = {Some markets represent companies that offer similar products in terms of design, quality and price. In this reality competitive advantages have to be created and developed in other ways. Many companies have therefore chosen a market oriented strategy that focuses on the client and their needs. According to studies within the field of Service management the interaction between the company and the client plays a vital part in this strategy. Researches of how to handle the practical difficulties when implementing these theories are though limited. A real life example of where the implementation of this strategy has failed is the Swedish energy market. I have chosen to focus my research on the department of customer services. A department that handles most of the interaction between the client and the company and that traditionally plays a secondary role within organisations. Since the interaction between the client and the company is central within the market oriented strategy I believe that the department of customer services should be treated differently. My aim of this master thesis is therefore to examine this department in a new perspective in order to give them the attention they may deserve. The purpose of this research is to explore how the department of customer services can be used as a tool in order to successfully implement a market oriented strategy. Two questions will be answered in order to fulfill this purpose; what role the department of customer service plays while implementing a market oriented strategy and what forces have to be handled and how in order to achieve this role? I see the implementation of the market oriented strategy from a change perspective and I have therefore chosen to let a model, from one of the greatest researchers within this field, conduct the design of my research. Following the four steps of the force field analysis all the necessary information have been gathered and analysed. My conclusions are that the department of customer services plays an important role when implementing a market oriented strategy. Not only because they handle a great deal of the interaction between the clients and the company but also because many of the services that represent the competitive advantages can be related to and developed within this department As a result of my field study there are a number of forces that affect the department’s conditions to succeed. The chances of successfully implement the market oriented strategy should increase if focus is laid on the department of customer service and the development and level of knowledge of their employees. It is also of importance that the leadership is flexible and adapted to the needs of the employees as well as that the culture corresponds to the new strategy.},
  author       = {Svensson, Caroline},
  keyword      = {kundkontaktcenter,marknadsinriktad strategi,förändringsarbete},
  language     = {swe},
  note         = {Student Paper},
  title        = {Strategisk omorientering mot ökat kundfokus- En studie om kundkontaktcenters roll i förändringsprocessen.},
  year         = {2010},
}