Studien ämnade att undersöka på vilket sätt kunder och supportanvändare ser på kundsupport. Hur verksamheter och organisationer skall gå till väga för att digitalisera sin IT-support på ett sådant vis att kunderna upplever supporterbjudandet som något användbart och värdefullt. Vad som kan ses som problematiskt i denna undersökning är differensen på kunskap hos individer inom IT-användning. Vilka funktioner är det som kunder till ett supporterbjudande förväntar sig kunna ta del av och använda vid kontakt med en supportavdelning? De data som samlats in har diskuterats och analyserats för att kunna svara på problemformuleringen och få fram konkreta slutsatser som givit svar på frågeställningarna. På detta sätt belyses de problem och tveksamheter som finns hos användare när dessa kontaktar och har ett samröre med en supportavdelning. Det har visat sig att det är liknande faktorer som gör att användare känner sig nöjda med ett supporterbjudande. Kunskap är den faktor som tydligast belyser vad användare tycker är viktigt hos en kundsupport. Förutom bra kunskap hos de anställda på supportavdelningen är även korta svarstider en viktig faktor till att uppnå kundnöjdhet. De funktioner användare främst anser som viktiga hos en supportavdelning är telefon och själv-service. Telefon som den huvudsakliga kontaktfunktionen med en själv-servicefunktion som komplement till denna. Det är i de flesta fall kunderna som driver företagen framåt i utvecklingen. Ett företag utan kunder kommer med största sannolikhet inte överleva länge. Det är därför av vikt att företag lyssnar på vad kunder har att säga och anpassar sig efter detta. Allt för att uppnå kundnöjdhet och föra företaget framåt tillsammans med kunderna. / The study intended to investigate how customers and support users see customer support. How businesses and organizations should proceed in digitizing their IT support in such a way that customers experience the support offer as something useful and valuable. What can be seen as problematic in this study is the difference in knowledge of individuals in IT usage. What are the features that customers of a support offer expect to be able to share and use when contacting a support department? The data collected has been discussed and analyzed to answer the problem formulation and to get concrete conclusions that gave answers to the questions. This will highlight the problems and doubts that exist with users when they contact a support department. It has been found that there are similar factors that make users feel happy with a support offer. Knowledge is the factor that most clearly illustrates what users think is important in a customer support. In addition to the good knowledge of the employees in the support department, short response times are also an important factor in achieving customer satisfaction. The features users primarily consider important in a support department are telephone and self-service. Telephone as the main contact function with a self-service feature that complements this. In most cases, it is the customer who drives the companies forward in development. A company without customers will most likely not survive for a long time. It is therefore important for companies to listen to what customers have to say and adapt to this. All to achieve customer satisfaction and bring the company forward together with the customers.

The progress in the field of technology is often described as massive and its development has had a great impact on the social development (Vetenskapsrådet, 2012). As a result of the digital evolution, there has been a change in the way customer and company interact (Normann, 2011). The traditional way for players to interact with each other required an interaction human to human (ibid), a mode of interaction that now can be replaced or supplemented by todays technology and often Internet-based solutions (Salomonson et al., 2013). These technological solutions, the technical interaction, are often referred to as self-service systems. These systems enables the customer to carry out the tasks previously performed by the company (Hilton and Hughes, 2013). A growing number of Swedish companies are implementing these self-service solutions, particularly in matters relating to telephony and mobility, in order to complement or replace existing support (Gustafsson, 2012). Earlier research shows that both companies and customers can benefit from the implementation of self-service systems, however there are other contributions to the field of research that paradoxically advocates that the meeting in person, the human interaction is important for the competitiveness of a company (Normann, 2011). The purpose of this thesis is to create an understanding about how customer value is created in the interaction between customers and companies in both human and technological interaction. As data collection method, this study has applied qualitative interviews in order to enhance understanding of existing phenomena. In order to help analyse the study’s results the thesis theoretical framework consists of theories concerning services, interaction, value creation, service logic and service quality linked to the discipline service management. The results of the study indicate that the creation of customer value in the interaction between customer and company occurs in the same way in human interaction and technological interaction. The factors that create customer value are expressed in different ways by human and technological interaction.