ASIAKASLÄHTÖINEN DIGITAALINEN PALVELU OSANA PALVELUJOHTAMISEN KEHITTÄMISTÄ Anna-Maria Alm, Elisa Niva & Anni Viljanen
Customer-oriented Digital Service as a Part of Service Management Development The purpose of this thesis was to support the management of guidance and counselling services at Lapland University of Applied Sciences (Lapland UAS) by creating a customeroriented digital service. The first aim of this thesis was to create an operating model which gathers guidance services in one place and directs user to the right service. The second aim of this thesis was to find out from the learner’s perspective the factors and development proposals that generates equal and consistent access to information from the first contact. Service design was chosen as a development method for this thesis. The data collection consisted of an internet survey, a pair interview and a group interview. The internet survey was used to identify the current findability of guidance and counselling services on the website of Lapland UAS and to find out which factors would increase the findability from the learner’s point of view. The pair interview with managers of Lapland UAS was used to identify how to manage service production in Lapland UAS, which would enable equal access to information in guidance and counselling services. The learners group interview deepened the customer understanding gained from the internet survey. The findings indicated that from the learner's perspective, there is a need for a faster and digital customer path. Based on the data collection, a service design workshop was organized to develop a digital service, which in this case was a chatbot. After the workshop, a Service Blueprint was built based on ideas that emerged from the survey, interviews and discussions in the workshop. The Service Blueprint, which is the main result of this thesis, was created to support service
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