A master thesis from Aalborg University
Using service design as an exploratory approach to gain customer insights and analyze customer experience in the area of finance
[A case study in Danske Bank]
Author(s)
Term
4. term
Education
Publication year
2018
Submitted on
2018-05-31
Pages
164 pages
Abstract
In collaboration with the Danske Bank this thesis uses an exploratory approach towards identifying consumers needs and pain points in the financial sector. The project revolves around a case of innovating the customer experience within the area of consumer loan when renting an apartment. The thesis has been conducted from the beginning of February to the end of May 2018 as the final project within the master program of Service Systems Design at the Aalborg University Copenhagen. By using qualitative methods the project has explored the existing service offers and customer experience. Consumers’ needs and pains have been identified and analyzed with the aim to innovate the Danske Bank’s current service offer when renting an apartment, and the need for a loan that emerges along with that particular situation. Several actors have been included in the process with regards to the interviews and the workshop. The needs and pains of the consumers were the foundation from where new ideas for innovation and optimization could rise. Through an ideation workshop with employees from the Danske Bank and our own ideation session five ideas were created which after a feedback session were developed to seven recommendations to the Danske Bank. The recommendations aim at lifting the customer experience by making information easily accessible and improve the financial knowledge of the customers - thus providing tools that can help the DB customer to help themselves, be present in new channels and turn negative pain points to positive by making changes early in the journey. Keywords: Service design, financial sector, bank, customer experience, consumer needs and pain points, boundary object.
Keywords
Documents
Colophon: This page is part of the AAU Student Projects portal, which is run by Aalborg University. Here, you can find and download publicly available bachelor's theses and master's projects from across the university dating from 2008 onwards. Student projects from before 2008 are available in printed form at Aalborg University Library.
If you have any questions about AAU Student Projects or the research registration, dissemination and analysis at Aalborg University, please feel free to contact the VBN team. You can also find more information in the AAU Student Projects FAQs.