En flygande fallstudie : -om SAS använder information från sina kunder vid tjänsteutveckling
Customer information is to be seen as an essential part in service development. The company should be aware of how their customers experience their services. The company can get access to customer information through complaints from their customers. All information obtained from the customers is not possible to use when developing new and existing services. The information has to be analysed before it is possible to use it for service development.
This paper describes if Scandinavian Airlines (SAS) uses their customers as a source of knowledge when developing new and existing services and in that case how. This has been examined through a case study done through qualitative interviews. Our results show that SAS listen to their customers and their opinions about SAS services. Scandinavian Airlines makes many customer surveys and they have a system which stores and categorises customer s complaints. Scandinavian Airlines analyses the customer information and gives recommendations how to repair the insufficient services. Customer information is sometimes used when developing existing services but much more could be used because a lot of the customer information is analysed and could be valuable knowledge for SAS. We have not found any new services which are developed based on customer information.
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