Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. There is a need to identify effective tactics in different phases of the marketing and sales process. Consequently, more academic research is needed to investigate critical issues that technology may have in the B2B buying process. This paper thereby aims to establish a framework for B2B companies on how to optimize the customer journey by supporting the sales process with digital inbound marketing. This is examined by looking at how B2B companies can optimize the sales process by targeting customers’ needs with relevant actions throughout the customer journey with the help of technology and digital means. The results of this exploratory single case study demonstrates that the customer journey is complex with several touchpoints, and to create optimized processes, the customer journey must be adapted to each specific customer segment. Further, the study also contributes to the literature by demonstrating the importance of the marketing and sales departments being integrated and working together to create efficient processes. The presented framework for a customer journey can be used by managers to visualize the sales process, and identify at what stages the process can be made more efficient by digital means.

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.

Digitaliseringen har blivit en av de viktigaste pågående omvandlingarna som sker i nutida samhället och denna utveckling är viktig inom specifikt detaljhandeln samt modebranschen. Då modebranschen befinner sig på en global marknad har de utvecklat olika försäljnings-strategier på olika plattformar, för att bemöta konsumenters efterfrågan till digitala lösningar. Digitaliseringen har därmed spelat en stor roll inom modebranschen och efter internets uppkomst har digitala transformationer blivit alltmer synligt inom modebranschen. Därmed har denna kvalitativa studie undersökt hur konsumentens kundresa påverkar organisationer till att genomföra digitala transformationer inom modebranschen i Stockholm. Syftet med studien är att undersöka hur företag digitaliserar samt utvecklar sin verksamhet i form av att implementera digitala teknologier för att utveckla marknadsföringsstrategier samt digitala plattformar för att bemöta konsuments behov. För att undersöka studiens forskningsfråga har forskarna använt sig av en kvalitativ forskningsmetod som består av semistrukturerade intervjuer, av totalt fem respondenter från tre olika företag. Ytterligare har tre fokusgruppsintervjuer genomförts där konsumenter bosatta i Stockholm och tillhörande generation Z har deltagit för att berätta kring sina kundresor och hur dessa påverkas av olika företag. En desktopstudie som analyserar ett företags digitala transformation har genomförts. Resultatet visa att konsumenter har en stor efterfrågan på digitala lösningar från företag samt att företag har genomfört digitala transformationer för att bemöta dessa behov. De har utvecklat nya digitala plattformar samt marknadsföringsstrategier för att bemöta konsumenternas önskemål, allt från att skapa samarbeten med influensers till att samarbeta med andra externa partners för att exponeras på fler digitala kanaler och plattformar. Konsumenter kan därmed anses som deltagare utöver kund i företags arbetssystem. Därmed kan slutsatserna dras att digital transformation är essentiellt för alla företag inom modebranschen för att kunna stötta konsumenter i dess kundresa hela vägen. / Digitization has become one of the most important transformations taking place and this development is important in the retail- and the fashion industry. This is due to the fashion industry being located on a global market where different sales strategies have evolved for different platforms, to respond on consumers demand for digital solutions. Digitalization has therefore played a major role in the fashion industry and with the origin of the internet, more companies in the fashion industry have implemented digital transformation. Therefore, this thesis has examined how the consumers’ customer journey affects organizations to implement digital transformation in Sweden’s fashion industry. The purpose of the present study was to examine how companies have digitized and developed their business, by implementing digital technologies to enable development of marketing strategies and digital platforms to meet consumer needs. To answer the thesis research question, the researchers used a qualitative research method consisting of semi-structured interviews, containing a total of five respondents from three different companies. In addition, three focus group interviews were conducted consisting of consumers living in Stockholm and belonging to generation Z. The participants spoke of their customer journey and how it is affected by different companies. The researchers also performed a desktop study consisting of a company’s digital transformation. This has led to the result that consumers are demanding digital solutions from companies as well as companies having to implement digital transformations. They have developed new digital platforms and marketing strategies to meet consumers’ needs. Companies have created collaborations with influencers and with other external partners to be exposed on more digital channels and platforms. Therefore, the studied consumers can be considered as participants in addition to being consumers in companies’ work systems. This has led to the conclusion that digital transformation is essential for companies in the fashion industry to be able to support consumers in their customer journey.

Returer är ett ämne som fått stor uppmärksamhet i dagens modeindustri på grund av ökad medvetenhet om hållbarhet och för att returer utgör en risk för företags lönsamhet. I takt med att e-handeln växt har antalet returer ökat och det blir därför viktigt för företag att rikta resurser mot att förebygga returer. Ett problem företag stöter på är den ökade kostnaden när det kommer till returer då det är svårt att förutse hur stor volym som kommer att returneras. När det kommer till tidigare studier angående returer har dessa fokuserat på returpolicys, returhantering samt hur konsumenters returbeteende ser ut. Däremot finns det inte tillräckligt med forskning om hur företag kan styra konsumenter i returprocessen och hur kommunikationen om returhanteringsprocessen ser ut. Syftet är därför att undersöka hur modeföretag styr konsumenten i returprocessen för att få fler insikter om hur företag kan påverka sina konsumenter att göra färre returer. Det teoretiska perspektivet som undersökningen utgår ifrån är institutionell teori, där begreppen legitimitet, isomorfism och frikoppling har använts som analysverktyg. Studien har en kvalitativ forskningsmetod där materialinsamlingen bestod av semistrukturerade intervjuer och observationer på fyra e-handelsföretag inom modehandeln och sportvarubranschen. Resultatet identifierade tre områden; förebyggande åtgärder, två olika returprocesser samt att returprocessen ger information till köpprocessen som underlättar för konsumenten att ta olika beslut. Vi har i resultatet även analyserat detta i ett fjärde område, vilket är utifrån institutionell teori. De olika förebyggande åtgärder som företag ägnar sig åt är storleksguider, tydlig kommunikation om produkterna, kundrecensioner och returkostnader. De två olika returprocesserna som identifierats är en pappersbaserad returprocess och en digital returprocess, där resultatet visar att företag går mot en mer digitaliserad process. Vi kan även se att returprocessen är ett verktyg många företag använder för att samla in information om sina konsumenter genom olika aktiviteter för att utveckla och underlätta köpprocessen. I diskussionen förklarar vi hur vår forskning är unik i relation till tidigare forskning inom returprocessen. Detta diskuteras utifrån tre olika områden som baseras på resultatet av studien. De tre områdena är; pappersbaserade returprocesser blir digitala, returprocessen underlättar köpprocessen och att förenklade returprocesser leder till fler returer. Slutsatsen med studien är att returprocessen och köpprocessen hänger ihop och kan beskrivas som ett cirkulärt flöde. Detta kan bidra till att företag kan få ökad förståelse av hur viktig returprocessen är för att samla information och lära känna sina konsumenter, vilket ökar lönsamheten för företagen. / Ecommerce returns is a subject that has gained a lot of attention in the modern fashion industry due to the increasing awareness of sustainability and to the fact that returns are a tangible risk to a company's profitability. As the ecommerce is growing, the return margins increase accordingly, and therefore it is important for companies to direct their resources in order to prevent additional returns. A common problem companies encounter is the increased costs when it comes to returns, since it is hard to predict the volume of the returns. When it comes to former studies regarding returns, the focus has been on companies' return policies, the managing of returns and the general behavior of customers when making returns. However, there is not enough research material regarding how companies can guide their customers into making fewer returns, and what the communication about the return process looks like. The purpose of this study is therefore to examine how companies guide their customers throughout the return process to get a better insight into how companies can influence their customers into making fewer returns. The theoretical perspective in this study is based on institutional theory, where the concepts of legitimacy, isomorphism and decoupling were used as analytical tools. The study uses a qualitative research method where the data collection consisted of semi structured interviews and observations from four different ecommerce companies within the fashion industry and sports retail industry. The result of the study identifies three areas of importance; preventive actions, two different types of return processes and finally that the return process gives the companies information about the consumer that is useful to develop the buying process which will, in turn, help the customers decision making. The result also includes an analysis on the three themes with the perspective of institutional theory. Preventive measures that companies use are size guides, communication about the products, customer reviews and return fees. The two different types of return processes that are identified are a paper based return process and a completely digital return process, where the result shows that most companies strive for a digital return process. We can also determine that the return process is a valuable tool for companies regarding collecting data about their customers through different activities for developing and facilitating the buying process. The discussion explains how this study is unique compared to former studies regarding the return process. This is discussed based on three areas regarding the result of the study; paper based returns are becoming digital, that the return process aids the purchase process and that simplified return processes lead to more returns. Our conclusion is that the return process and the purchase process are interrelated and can be described as a circular process. This may contribute to companies' increased knowledge regarding how important the return process is for gathering information about their customers, and getting to know them better, which in all may increase profitability for the companies.

Detta examensarbete undersöker användningen av mobiltelefoner som verktyg under användares beslutsprocess i en omnichannel-kundresa med fysisk och virtuell interaktion. Syftet är att identifiera både möjligheter och problem som kan uppstå vid användning av mobilen i en sådan interaktion, med fokus på fenomenet Webrooming. Studien belyser vikten av interaktionsdesign och tjänstedesign för att skapa en sömlös och positiv kundupplevelse i omnichannel-detaljhandeln. Examensarbetet undersöker tidigare forskning inom området, analyserar befintliga exempel på omnichannel-strategier samt undersöker användares beslutsprocess med mobilen som verktyg. Studien tar insikter från Cultural Probes som metod där användare dokumenterar en Webrooming-resa med olika medel där mobilen är i fokus. Intervjuer genomförs för att komplettera eventuella kunskapsluckor och öka förståelsen för deltagarnas inlämnade kit. Vidare analyseras insamlade data via Affinitetsdiagram samt Customer Journey Maps. Genom att tillhandahålla en djupgående analys av den nuvarande situationen inom användarens beslutsprocess, kan detta examensarbete bidra till en ökad förståelse för hur användaren använder mobilen som verktyg under den fysiska och virtuella interaktionen med ett företags olika tjänster under en webrooming-resa. Studiens resultat visar att mobilen används genomgående under hela kundresan för beslutsfattande, informationssökande, jämförelser och rekommendationer. Den slutsats som dras från studien är att mobilen används för beslutsfattande på ett flertal punkter och är ett viktigt verktyg under användarens beslutsprocess. Trots vissa utmaningar med mobiltelefonen som verktyg, såsom små skärmar och problem med mobilwebbsidor, upplevs mobiltelefonen som ett lättillgängligt och smidigt verktyg. / This thesis examines the use of mobile phones as tools during users' decision-making process in an omnichannel customer journey with physical and virtual interactions. The purpose is to identify both opportunities and issues that may arise when using the mobile phone in such interactions, with a focus on the phenomenon of webrooming. The study highlights the importance of interaction design and service design in creating a seamless and positive customer experience in omnichannel retail. To achieve this, the thesis examines previous research in the field, analyzes existing examples of omnichannel strategies, and investigates users' decision-making process using the mobile phone as a tool. The study employs insights from Cultural Probes as a method, where users document a webrooming journey using various means with the mobile phone at the center. Interviews are conducted to fill any knowledge gap and increase understanding of participants' submitted kits. Furthermore, collected data is analyzed through Affinity Diagrams and Customer Journey Maps. By providing an in-depth analysis of the current situation within the user's decision-making process, this thesis can contribute to a better understanding of how users use the mobile phone as a tool during the physical and virtual interaction with a company's various services during a webrooming journey. The findings of the study show that the mobile phone is consistently used throughout the entire customer journey for decision-making, information-seeking, comparisons, and recommendations. The conclusion drawn from the study is that the mobile phone is used for decision-making at multiple points and is an important tool during a user's decision-making process. Despite certain challenges with the mobile phone as a tool, such as small screens and issues with mobile web pages, the mobile phone is perceived as an accessible and convenient tool.

Abstract  Background: E-commerce and omni-channel retailing strategies have emerged with digitalization. Digital channels have affected many parts of the daily life for consumers and as a result the consumer’s decision-making processes have become more complex. Born natives are a generation of consumers that have grown up having access to digital technology and their behaviors form a unique phenomenon as consumers within the omni-channel environment. At the same time, continuous growth in the Swedish furniture industry has allowed for new retailing strategies to emerge. The sample of born natives born during the 1990’s provides a unique insight in how these consumers behave and interact in the Swedish omni-channel furniture retailing environment.  Research question: How does the omni-channel retailing environment affect decision-making Purpose: The purpose of this study is to explore how digital native consumers who now comprise a larger consumer segment on the furniture market perceive the omni-channel environment in addition to how the digital omni-channel environment affects their decision- making process when it comes to furniture purchases in terms of perceived risks, purposes, and consumer benefits.  Methodology: This study is of qualitative nature which approaches the research problem and purpose with a relativistic philosophical stance. Semi-structured interviews were conducted to provide relevant data by individual consumers, and which have been analyzed with a hermeneutical approach. An inductive approach was adopted to explore the phenomenon.  Conclusion: Consumers perform multiple different actions and adopt different behaviors when operating in the furniture omni-channel retailing environment. Risk aversion, identity building, entertainment and channel selection are all aspects of furniture shopping that are impacted by digital natives operating in the omni-channel retailing environment.

Syftet med studien är att ta reda på hur tre olika innovativa tekniker kan användas för att samla in användarinsikter i en tjänstedesignprocess. Detta genomförs med ett designcase som handlar om besökarnas upplevelse av Norrköpings Symfoniorkesters konserter. Symfoniorkestern behöver hjälp med att locka fler besökare till konserterna och nya sätt behöver användas för att samla in användarinsikter för att få så många olika perspektiv som möjligt av konsertupplevelsen. Det var 20 personer som deltog i studien med en blandning av personer, dels de som idag går på Norrköpings Symfoniorkesters konserter och dels de som inte besöker dem. Deltagarnas uppgift i studien var att gå på två av deras konserter och dokumentera sina upplevelser med hjälp av tre olika innovativa tekniker: designsond, app och automatisk kamera. Resultatet av studien visar att den första tekniken designsonden gav en fördjupad bild av deltagarnas syn på konsertupplevelsen och hjälpte till att bredda fokus i tjänstedesignprocessen. Den andra tekniken,appen, kunde ge en mer detaljerad information i realtid om deltagarnas konsertupplevelse på plats. Den tredje tekniken, automatisk kamera, kunde ge ett detaljerat flöde automatiskt på plats över deltagarnas konsertupplevelse som visade mönster och beteenden som kunde kopplas till konsertupplevelsen. Studien visar på att de tre teknikerna gör att användaren hamnar i fokus under hela tjänstedesignprocessen, vilket är grunden för att kunna arbeta användarcenterat. Tillsammans blir teknikerna ännu mer kraftfulla att använda då de kan komplettera varandra i en tjänstedesignprocess. / The goal of the study is to find out how three different innovative techniques can be used to collect user experience in a service design process. This is carried out using a design case regarding the user experience of the Norrkoping’s Symphony Orchestras (SON) concerts. This is a symphony orchestra that has experienced increasing difficulty in attracting more visitors, and new methods are needed to tackle the problem. Therefore, in this study mobile ethnography and innovative methods will be used. There were 20 participants in the study, including a mix of people who regularly attend SON-concerts and those who do not. The participant’s task in this study was to attend two of SON-concerts and document their experience using three different innovative techniques: Probe, smartphone application and automatic camera. The result of the study shows that the probe gave a much more detailed look into the participants’ view of the concert experience, and contributed in widening the focus of the service design process. The application gave a more detailed information in real-time, on sight. The automatic camera gave a more detailed flow, automatically on sight, of the concert experience. That may show certain patterns and behaviors of the participants linked to the concert experience. The study shows that the three innovative techniques puts focus on the user throughout the entire service design process, which is the foundation for working user-centered. If the techniques are used in combination they become more effective as they complete each other in a service design process.

摘　要 電子商務行動化已變成趨勢，而消費者個人間的C2C交易市場也越來越受到注目，尤其是讓使用者輕鬆上架商品、簡化繁複流程的新型態行動拍賣App，更是熱門議題。本研究欲了解台灣目前C2C行動拍賣App中，最具話題性及代表性的「蝦皮拍賣」之顧客體驗流程，研究方法採半結構式深度訪談法，以使用網路購物經驗超過五年以上且使用蝦皮經驗滿三個月以上、同時具有買家跟賣家雙重身分之使用者為研究對象。 本研究主要發現如下：1.使用蝦皮的正向使用經驗在於有清楚直觀好用的使用者介面、擁有即時性及雙向互動並保有使用者隱私性的即時通訊「聊聊」功能、採用可降低風險的第三方支付、因免運費帶起的方便性物流選擇-超商寄貨取貨、讓賣家寄件步驟簡化的整合寄件物流以及使資訊透明的物流追蹤。2.初次使用動機則是受到免運費吸引及社群口碑推薦影響。3.持續使用因素除了涵蓋正向使用經驗因素外，還包括常有免運費或運費補助的促銷活動、同時身兼買賣家身分、因平臺上商品及賣場多而選擇性高及免費的商品置頂推廣功能。4.蝦皮的待改進項目則在於商品上架過程從簡易變複雜、評價多為制式評價因此參考價值有限、推播通知字數多易遭使用者忽略。本研究並且透過「顧客歷程地圖」來綜觀傳統網路拍賣流程的問題，並以訪談內容對照以往流程上的階段，檢視蝦皮是如何提升顧客體驗。 最後，根據訪談發現，提出蝦皮可思考之改善建議為： 1.加速刊登功能及改良照片上傳便利度。2.提供誘因讓使用者填寫真實評價並改進評價機制。3.推播通知精簡及圖像化。4.從後勤面降低物流成本。5.透過推薦系統提升使用者黏著度。本研究以使用者角度出發，建議企業應站在使用者的角度來思考使用者需求，才有機會提供更好的顧客體驗，持續吸引使用者，本研究之發現希望有助於行動電商平臺往後策略發展時的參考。 / Abstract E-commerce has become a universal sales trend that has spread from consumers shopping on their home computers to shopping on their mobile phones through the use of various shopping apps. Much attention has been placed on consumer C2C transactions, especially with respect to consumers’ access to store goods. Simplifying this access, which can be a complicated process, through a new mobile auction app is a highly relevant issue. This study aims to understand the customer experience flow of the most current representative C2C mobile auction app in Taiwan from Shopee Taiwan Co. Ltd. This study adopts a semi-structured depth interview method for users that have over five years of Internet shopping experience in total, and at least three months of experience with the Shopee Mobile Auction App. Both buyers and sellers are classified as users in this study. The main findings are as follows. 1) Positive experiences with the Shopee Mobile Auction App are due to its clear and intuitive user interface, instant messaging two-way interaction availability, high degree of user privacy, third-party risk reduction payment systems, and convenient logistics through the availability of free shipping. Consumers have the option to pick up their goods at local convenience stores, which simplifies the shipment process for sellers, and leads to a clear and streamlined logistics process. 2) The initial motivation for consumers is the reward of free shipping and public recommendations. 3) The factors behind the continuous use of this mobile auction app service include the positive experience, the free shipping or freight subsidy promotional activities that are often included for both the buyer and seller, the wider product selection than what is offered in physical stores, and the offers for promotional free products with the purchase of related goods. 4) The Shopee Mobile Auction App still leaves something to be desired, including: (a) The processures of putting the items for sale have become time-consuming due to more and more requrements. (b) Standardized evaluations and rating systems may limit reference values. (c) Current promotional messages sent via app notification are easily ignored by users. This study uses the customer journey map to take a broad view of issues related to the traditional online auction process, and uses customer experience-based interviews to examine how the Shopee Mobile Auction App improves on these issues. Finally, based on conducted interviews, several suggestions for improvement of the Shopee Mobile Auction App include the following: 1) increasing the speed of new feature releases, and improve the convenience of the photo upload process; 2) providing promotional incentives for users to complete the evaluation, thereby improving the evaluation mechanism; 3) streamlining push notifications and images; 4) reducing logistical costs; 5) improving user loyalty through implementing a recommendation system. This study simultaneously considers both sides of C2C commerce (i.e., the sellers and buyers). It focuses on the user point of view, as selling platforms need to be aware of the opportunity to provide a better customer experience, which will in turn attract more users. The findings from this study can assist mobile platform creators with their future development strategies.

Denna studie undersöker hur olika beröringspunkter påverkar kundengagemanget inom dagligvaruhandeln. Då trenden går mot att se till kundens helhetsupplevelse inom ett företags ekosystem snarare än det enskilda köpet blir kundengagemang och omnikanal två begrepp som kan ses som högst aktuella att studera när företag idag ska utforma sin beröringspunktarkitektur. Beröringspunkter är alla de kontaktpunkter, såväl fysiska som digitala, mellan ett varumärke och en kund. Dessa beröringspunkter verkar tillsammans och bidrar alla genom omnikanalsperspektivet till en sammansatt kundupplevelse. Skapandet av denna upplevelse kallas tjänstedesign och inbegriper att noggrannt orkestrera den beröringspunktsarkitektur i vilket kunden befinner sig under sin kundresa. Vidare undersöker denna studie ovannämnda process i ljuset av Process Virtualization Theory (PVT) vilken verkar som ett verktyg för att förstå i vilken utsträckning en beröringspunkt lämpar sig för digitalisering. Därtill appliceras Uses and Gratification Theory (UGT) för att förstå de bakomliggande faktorer som påverkar kundengagemang. Mot bakgrund av detta teoretiska ramverk utförs tretton stycken semistrukturerade intervjuer med card sorting för att undersöka vilka attityder och beteende som finns relaterade till de olika beröringspunkterna för ett specifikt företag inom den svenska dagligvaruhandeln. Resultatet visar att de viktigaste beröringspunkterna för kundengagemang är erbjudanden, rabatter och medlemskap samt den fysiska butiken. Den sistnämnda inbegriper butikens atmosfär, utbud och geografiska läge. Dessa beröringspunkter är den huvudsakliga anledningen till att en kund väljer att handla hos en viss butik. Det finns även andra faktorer som påverkar valet och olika faktorer spelar olika stor roll beroende på situation, dock antyder resultaten att de andra faktorerna oftast endast spelar en sekundär roll. Resultaten kan även till stor del förklaras av de två ovannämnda modellerna. För att öka sitt kundengagemang som företag inom dagligvaruhandeln förslås slutligen att det bör investeras i digitala lösningar som förstärker upplevelsen kring beröringspunkter i omnikanaler, i den usträckning PVT-modeller antyder att det skulle vara lämpligt. Dessa lösningar bör även inkorporera de motivationsfaktorer som UGT-modellen föreslår i de viktigaste beröringspunkterna. Ett användande av dessa lösningar som digitala verktyg skulle möjligtvis kunna leda till att den fysiska och digitala världen bättre kan mötas genom en omnikanal vilket slutligen bidrar till en mer sammansatt och positiv kundupplevelse genom hela kundresan. / This paper examines the importance of different touchpoints within a customer journey for increased customer engagement, focusing specifically on the grocery market. Because of the trend within the commerce industry to consider at customer’s overall experience as oppose to the individual purchase, customer engagement and omnichannel are therefore highly relevant approaches for a company to consider when forming their touchpoint architecture.  Touchpoints can be physical as well as digital points of contact between a brand and a customer. These touchpoints normally work in joint co-operation with each other, through omnichannels, for a complete customer experience. This complete experience is formed through the process of service design which includes a thoroughly designed touchpoint architecture in which the customer travels as part of her customer journey. Furthermore, this paper examines to which extent a process can be digitalised through applying the Process Virtualization Theory (PVT) model. In order to understand the customer engagement process and the reasons behind customer engagement the Uses and Gratification Theory (UGT) model is also applied. With this theoretic background in place thirteen semi-structured interviews with a card sorting exercise was conducted to examine the attitudes and behaviours related to, and associated with, a company’s touchpoints within the Swedish grocery market industry. The customer research presented in this paper shows that the most important touchpoints for customer engagement are store offers and discounts, a grocery store’s atmosphere and supply and finally store location. These touchpoints are the main reasons to why customers choose to engage with a grocery store brand as they are perceived as the most important reasons a specific brand is chosen. There are other reasons too, and often the choice of brand is also determined by convenience and time available. However, the study shows that these reasons are only secondary to the former reasons. These results are supported by the two models mentioned above. In order to increase customer engagement a brand should therefore put resources into digital solutions, to the extent possible according to the PVT model, to reinforce the motivational factors from the UGT-model in these touchpoints. This way the physical and digital world would meet through omnichannel as the solutions would assist customers in their customer journey to make their overall experience better.

Gestionar la experiencia de los clientes en el sector de las telecomunicaciones contiene uno de los grandes retos en conjunto con áreas comerciales y operativas. La presente tesis tiene como finalidad el diseño de un modelo de gestión de la experiencia del cliente usuario del servicio móvil postpago en una empresa de telecomunicaciones que garantice que el nivel de satisfacción de sus usuarios crezca en tendencia positiva. La hipótesis de esta tesis considera que la práctica de llamar para ofrecer un servicio, es decir el telemarketing o las televentas, impacta de manera negativa el nivel de satisfacción de los usuarios de telefonía móvil. La cual genera a su vez no garantiza las ventas sostenibles en el tiempo por ser de preferencia en el mercado. Para desarrollar el diseño, es necesario indagar las preferencias y los comportamientos de los usuarios para, de esa manera, diseñar los procesos. Para conocer a los clientes y usuarios, se realizaron dos encuestas, la primera para conocer la actualidad del nivel de satisfacción en usuarios respecto al servicio que reciben de sus respectivas operadoras. Mientras que la segunda, nos permite ampliar los primeros resultados haciendo referencia a los cambios provocados y simulados en esta propuesta. Adicional, para ciertos procesos operativos que forman parte del modelo integral, se recaba información histórica cualitativa. Con ello, utilizando técnicas enfocadas en los procesos centrados en el usuario o cliente final, se llevó a una implementación simulada resultando en la validación de este modelo de gestión de la experiencia del cliente como uno que garantiza el incremento de usuarios fieles, por ende, tendencia positiva en ventas. Así también, como un modelo omnicanal. En conclusión, este modelo propuesto refuerza las intenciones actuales del sector industrial: Diferenciarse por la calidad en los servicios, en lugar de las propuestas comerciales por precios y productos. / Managing customer experience in the telecommunications sector contains one of the biggest challenges in business and operational areas. The purpose of this research is design a management model of the customer experience of the postpaid mobile service in a telecommunications company that guarantees that the level of satisfaction of its users grows in a positive trend. The hypothesis of this thesis considers that the practice of calling to offer a service, called as telemarketing or telesales, affects the level of satisfaction of mobile phone users negatively. Which in turn generates does not guarantee sustainable sales over time, as it is preferred in the market. To develop the design, it is necessary to investigate the preferences and behaviors of customers in order to design the processes. In order to get to know customers and users, two surveys were carried out, the first to find out the current level of satisfaction in users with respect to the service they receive from their respective operators. While the second, allows us to expand the first results by referring to the changes caused and simulated in this proposal. Additionally, operating processes that are part of the comprehensive model, qualitative historical information is collected. With this, using techniques focused on processes focused on the end user or customer, a simulated implementation was carried out resulting in the validation of this customer experience management model as one that guarantees the increase of loyal users, therefore, positive trend in sales. Also, as an Omnichannel model. In conclusion, this proposed model reinforces the current intentions of the industrial sector: Differentiate itself by the quality of services, instead of our commercial proposals for prices and products. / Tesis