• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
  • HSE University
  • Student Theses
  • Company's business-processes designing for providing complete service and positive customer experience while applying omnichannel approach

Company's business-processes designing for providing complete service and positive customer experience while applying omnichannel approach

Student: Smirnova Ekaterina

Supervisor: Alla Sterligova

Faculty: Graduate School of Business

Educational Programme: Retail Management (Master)

Year of Graduation: 2020

The role of retail in the economy of different countries, as well as the strengthening of its impact on society is constantly growing. Retail is an industry that responds not only to any slightest change in global processes, but also to fluctuations in consumer preferences. It is under their influence that retail trade is subject to global structural and institutional changes. There is an increase in e-commerce, new sales channels are appearing, and supply chains are expanding. In the conditions of constant changes in the external environment, companies need to ensure financial stability by increasing their competitive advantages. Orientation to regularly strengthen the achieved positions, as well as their improvement, requires the company to constantly improve its activities. Companies are increasingly seen as a set of interconnected processes. Improvements in business processes can occur in two ways: from a major overhaul or a complete replacement, to the smallest changes. Regardless of scale, change is necessary, requiring a wide variety of tools. The relevance of this work is due to the insufficient number of Russian-language textbooks and academic studies on this topic. In today's fast-paced world, it’s hard to imagine a trading network that can win the competition without using information technology. It should be noted that with the apparent multidimensionality and vastness of research, many more omnichannel mechanisms require additional consideration. The degree to which the problem is developed. The scientific position of the author was formed on the basis of the study and analysis of a number of theoretical works of domestic and foreign authors. The goals and objectives of the study. The aim of the study is to develop a network of business processes of LLC Azubka Vkusa, focused on obtaining positive customer experience in omnichannel service. The object of the study is the business processes of the company LLC Azubka Vkusa. The subject of the study is the possibility of influencing a customer's omnichannel service to form their positive experience. The research problem is the lack of well-developed business process systems and a significant effect of omnichannel service due to inappropriate quality of communication with the client. During the study of the Alphabet of Taste company, a need arose for an initial diagnostic description of the “as is” and “to be” models. The purpose of the diagnostic description is to consistently study the current model of customer experience and, as a result, increase efficiency when interacting with customers through various communication channels. The Alphabet of Taste is a company that has successfully implemented an omnichannel strategy, which allowed to create a unified system of interaction with customers as a result. In conclusion, it is worth emphasizing that the development and implementation of an omnichannel strategy will allow the Alphabet of Taste company to combine marketing, sales and service processes in all network services, which harmonizes disparate processes and communication channels around the client. The main key factor of the strategy is a single approach to the client, which will include all communication channels through targeted, dynamic and timely marketing.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses