Measuring customer experience using Net Promoter Score (NPS) Case public healthcare organizations in Finland

Terveyspalveluita tuottavat organisaatiot ovat enenevissä määrin kiinnostuneita asiakastyytyväisyyden mittaamisesta ja kokemustiedon hyödyntämistä operatiivisen toiminnan kehittämisessä. Systemaattinen palautteen keruu ja mittaristojen kuten suositteluindeksin (Net Promoter Score, NPS) käyttö eivät...

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Main Author: Viitanen, Lauri
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2021
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/76762
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author Viitanen, Lauri
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Viitanen, Lauri Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Viitanen, Lauri Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Viitanen, Lauri
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description Terveyspalveluita tuottavat organisaatiot ovat enenevissä määrin kiinnostuneita asiakastyytyväisyyden mittaamisesta ja kokemustiedon hyödyntämistä operatiivisen toiminnan kehittämisessä. Systemaattinen palautteen keruu ja mittaristojen kuten suositteluindeksin (Net Promoter Score, NPS) käyttö eivät kuitenkaan ole vielä vakiintuneita. Tutkimuksessa selvitettiin, minkälaisia kokemuksia julkisen sektorin terveyspalveluorganisaatioilla on asiakaskokemuksen mittaamista. Tutkimuskysymykset olivat 1) Kuinka julkiset terveyspalveluorganisaatiot mittaavat asiakaskokemusta hyödyntäen NPS-suositteluindeksiä? 2) Miten mittausten tuottamaa tietoa hyödynnetään palvelujen laadun kehittämisessä? 3) Mitkä ovat asiakaskokemuksen mittaamisen hyödyt? Tutkimus toteutettiin vuoden 2019 aikana haastatellen seitsemää henkilöä, jotka työskentelevät terveyspalveluorganisaatioissa asiakaskokemuksen mittaamisen vastuuhenkilöintä. Teemahaastattelujen aiheita olivat: haastateltavan ja organisaation taustatiedot, NPS-mittaustiedon kerääminen ja hyödyntäminen, asiakaskokemuksen mittaamisen hyödyt ja haasteet. Aineiston analysointiin käyttäen sisältöanalyysin menetelmää. Tutkimuksen perusteella terveyspalveluja tuottavat organisaatiot ovat vasta viime vuosina alkaneet toteuttaa systemaattisesti asiakaspalautteen keruuta ja hyödyntämistä palvelujensa kehittämisessä. Tällä hetkellä mittaamista toteutetaan tutkimukseen osallistuneissa organisaatioissa melko laajasti. Kokemustietoa kerätään palautelaitteiden avulla eri toimipisteissä ja verkkosivuilla olevien kyselyjen kautta. Suositteluindeksin (NPS) rinnalla käytetään myös muita mittareita. Kerättyä tietoa analysoidaan säännöllisesti osana operatiivista toimintaa ja tietoja jaetaan organisaatiossa sisäisesti. Asiakaskokemustieto on myös tärkeä osa toiminnan vuosittaista raportointia. Mittaamisen avulla saatavaa positiivista palautetta käytetään henkilöstön motivointiin. Palautetietoa jaetaan osittain myös ulospäin, mikä lisää toiminnan läpinäkyvyyttä. Asiakaskokemuksen mittaamiseen liittyvinä haasteina mainittiin palautteenkeruutyökaluihin liittyvät investoinnit sekä henkilöresurssien kohdentaminen palautteen hyödyntämiseen. Tutkimuksen perusteella asiakaskokemuksen monikanavainen mittaaminen ja keskitetyt raportointiratkaisut mahdollistavat palvelutuottajaorganisaatioita hallitsemaan palautetietoa tehokkaasti ja hyödyntämään sitä toiminnan kehittämisessä. Suositteluindeksin rinnalla on suositeltavaa käyttää myös muita mittareita ja palautteenkeruutapoja. Healthcare organizations are increasingly interested in measuring customer experience and satisfaction for the purposes of improving their daily operations and service quality. Experiences of using systematic techniques and established metrics such as Net Promoter Score (NPS) to measure customer experience are not well established. The aim was to study the experiences of public healthcare organizations in Finland on measuring customer experience. The research questions were: 1) How do public healthcare organizations measure customer experience utilizing the NPS metric? 2) How the gathered NPS data is used to improve customer experience and service quality? 3) What are the experienced benefits of measuring customer experience using the NPS? The study was conducted in 2019 by interviewing seven representatives responsible for customer experience measurement in public healthcare organizations. Semi-structured interviews included the following themes: Interviewee’s and their organizations’ background information, NPS data collection and utilization of the results, benefits and challenges of measuring customer experience. The research data was analyzed by using content analysis method. Healthcare organizations have recently started measuring customer experience systematically and utilizing the results in improving their service quality. In the participated organizations, NPS measurement is extensively used. The measurement activities are organized using customer feedback devices ja feedback surveys in the webpages. Other metrics are also used with the NPS. The organizations utilize the results as a part of their operations. In addition, the results are shared internally, and they are essential part of operational annual reporting. Positive feedback is used to motivate employees. The results from the customer experience measurement are shared externally that is to increase the transparency of business and operations. Challenges of the measurement are related to the lack of needed investments and allocated staff resources for the measurements. Based on the study, multichannel measurement of customer experience and centralized feedback reporting solutions enable the service provider organizations to manage customer experience data effectively and utilize the results for the improvement of their services. In addition to the NPS data, it is recommended to use other metrics, formats and channels to gather customer feedback data.
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spellingShingle Viitanen, Lauri Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland healthcare organization Net Promoter Score (NPS) quality of service Markkinointi Marketing 20423 terveyspalvelut asiakastyytyväisyys asiakaskokemus laatu health services customer satisfaction customer experience quality
title Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland
title_full Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland
title_fullStr Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland
title_full_unstemmed Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland
title_short Measuring customer experience using Net Promoter Score (NPS)
title_sort measuring customer experience using net promoter score nps case public healthcare organizations in finland
title_sub Case public healthcare organizations in Finland
title_txtP Measuring customer experience using Net Promoter Score (NPS) : Case public healthcare organizations in Finland
topic healthcare organization Net Promoter Score (NPS) quality of service Markkinointi Marketing 20423 terveyspalvelut asiakastyytyväisyys asiakaskokemus laatu health services customer satisfaction customer experience quality
topic_facet 20423 Marketing Markkinointi Net Promoter Score (NPS) asiakaskokemus asiakastyytyväisyys customer experience customer satisfaction health services healthcare organization laatu quality quality of service terveyspalvelut
url https://jyx.jyu.fi/handle/123456789/76762 http://www.urn.fi/URN:NBN:fi:jyu-202106213955
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