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Designing the Interface System – finding a communication channel strategy when offering multiple channels

Magnusson, Sanna and Nordin, Ceclia (2013) MIO920
Production Management
Abstract
The purpose of this thesis is to develop a
theoretical framework that enables a company to
design an appropriate channel strategy, to handle
communication between the company and its end
customers.
Methodology:
The approach for this master thesis can be
described as a combination of an exploratory and
problem solving study. It started with a literature
study, and the knowledge and inspiration led to a
developed theoretical framework, represented by a
model. The framework was then applied at Klarna
AB, and a communication channel strategy could
thereby be formulated. Finally, the developed
framework was analyzed.
Case Study: A case study of Klarna AB was carried out and
was comprised of interviews and observations, as
well... (More)
The purpose of this thesis is to develop a
theoretical framework that enables a company to
design an appropriate channel strategy, to handle
communication between the company and its end
customers.
Methodology:
The approach for this master thesis can be
described as a combination of an exploratory and
problem solving study. It started with a literature
study, and the knowledge and inspiration led to a
developed theoretical framework, represented by a
model. The framework was then applied at Klarna
AB, and a communication channel strategy could
thereby be formulated. Finally, the developed
framework was analyzed.
Case Study: A case study of Klarna AB was carried out and
was comprised of interviews and observations, as
well as analyzes of internal data from the
company.
Conclusion:
The developed theoretical framework covers
many different aspects when analyzing a company
and its environment, and is applicable to service
providers with customer interaction that offer
multiple communication channels. The theoretical
framework, the Channel Strategy Design model,
starts with helping the company to get through
different areas that needs to be considered and
analyzed, in order to get a better understanding of
the company’s current situation. After getting this
understanding the focus moves from the current
situation to the company’s future potential,
illustrating how the interface system should be
designed in order to meet the customer
expectations and the company’s goal of
efficiency. Together the different parts of the
model help to formulate a final communication
channel strategy.
The framework is developed based on a company
that receives different types of customer questions
through different communication channels, where
the questions require different types of interaction
in order to be answered. The theoretical
framework was developed before the analysis of
Klarna began, and consequently the authors would
like to argue that the theoretical framework is
generalizable, and can be applied on other
companies than Klarna. Although a large part of
the master thesis is generalizable, the
recommendations to Klarna are specific for the
company. (Less)
Please use this url to cite or link to this publication:
author
Magnusson, Sanna and Nordin, Ceclia
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
E-commerce, Customer Service, Communication Channel Strategy, Interface Design
other publication id
13/5472
language
Swedish
id
4067659
date added to LUP
2013-10-01 15:17:07
date last changed
2015-08-19 14:06:05
@misc{4067659,
  abstract     = {The purpose of this thesis is to develop a
theoretical framework that enables a company to
design an appropriate channel strategy, to handle
communication between the company and its end
customers.
Methodology:
The approach for this master thesis can be
described as a combination of an exploratory and
problem solving study. It started with a literature
study, and the knowledge and inspiration led to a
developed theoretical framework, represented by a
model. The framework was then applied at Klarna
AB, and a communication channel strategy could
thereby be formulated. Finally, the developed
framework was analyzed.
Case Study: A case study of Klarna AB was carried out and
was comprised of interviews and observations, as
well as analyzes of internal data from the
company.
Conclusion:
The developed theoretical framework covers
many different aspects when analyzing a company
and its environment, and is applicable to service
providers with customer interaction that offer
multiple communication channels. The theoretical
framework, the Channel Strategy Design model,
starts with helping the company to get through
different areas that needs to be considered and
analyzed, in order to get a better understanding of
the company’s current situation. After getting this
understanding the focus moves from the current
situation to the company’s future potential,
illustrating how the interface system should be
designed in order to meet the customer
expectations and the company’s goal of
efficiency. Together the different parts of the
model help to formulate a final communication
channel strategy.
The framework is developed based on a company
that receives different types of customer questions
through different communication channels, where
the questions require different types of interaction
in order to be answered. The theoretical
framework was developed before the analysis of
Klarna began, and consequently the authors would
like to argue that the theoretical framework is
generalizable, and can be applied on other
companies than Klarna. Although a large part of
the master thesis is generalizable, the
recommendations to Klarna are specific for the
company.},
  author       = {Magnusson, Sanna and Nordin, Ceclia},
  keyword      = {E-commerce,Customer Service,Communication Channel Strategy,Interface Design},
  language     = {swe},
  note         = {Student Paper},
  title        = {Designing the Interface System – finding a communication channel strategy when offering multiple channels},
  year         = {2013},
}