Realizing and Satisfying Informational Requirements throughout the Customer Journey : A Case Study on the Industrial Manufacturing Industry

Sammanfattning: This thesis examines the informational requirements of customers throughoutthe customer journey within the industry for industrial facilitating goods and exploreshow to manage data to meet these requirements. The research adopts a qualitativeresearch design with a case study approach, using semi-structured interviewssupplemented with secondary survey data. Thematic analysis and descriptive andcorrelational analysis were employed to analyze data. The study identifies digitaltouchpoints as crucial areas for understanding data requirements and data exchange andhighlights the importance of data quality and searchability in enhancing customersatisfaction. The research findings simultaneously emphasize the need for a balancebetween physical and digital touchpoints and the significance of qualitative humaninteractions in generating positive customer experience. Managerial implicationsinclude the importance of updating and delivering the appropriate data sets for differentcustomer roles, investing in business web-presence to facilitate effective customerinteractions, and maintaining a balance between physical and digital touchpoints.