The Migration Measurement Model - How to Measure the Success of a Channel Migration in Customer Support
Abstract: Purpose: The purpose of this thesis is to develop a theoretical framework that enables a company to measure the success of an initiative that migrates customers from one channel to another, in order to improve or upgrade the way of handling customer support between the company and its end customers. Methodology: The strategy for this thesis was to carry out an iterative case study - theory-led by explaining the causes of events and processes from the literature, and discovery-led by exploring the key issues in ACTIVE Network‟s migration. A theoretical framework was then developed and applied at the company, before the model could be analyzed and recommendations were formulated. Case study: The author performed the case study onsite at ACTIVE Network in San Diego, California, where interviews, observations, questionnaires and documents were collected and analyzed over the course of 4 months. iv Conclusion: The developed framework, the Migration Measurement Model, covers the most relevant factors that a support organization needs to consider when measuring the success of a migration to a new communication channel. The model starts with analyzing company characteristics and objectives, which in the case study was proven to be very important for choosing appropriate metrics. By evaluating metrics connected to financial, customer and operational performances, a company can with help from the Migration Measurement Model find the most valuable measurements that can be used to determine the success of a migration, internally and externally. The Migration Measurement Model was applied at ACTIVE Network, leading to recommendations for future improvements at the company.
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