03578ntm a22005657i 4500 000723001 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Otarbayeva, Marzhan ISIS:163538 dis Optimalizace zákaznické zkušenosti s CJM v praxi eng Optimizing customer experience with CJM in practice / Marzhan Otarbayeva 2025 ?? stran : digital, PDF soubor Vedoucí práce: Ladislav Luc Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 The aim of this thesis is to develop recommendations for improving the customer experience in a Kazakhstani fintech company using specialized tools to perform the following tasks: analysis of service design methodology, creation of a customer experience map, building a structured information model of this map, analysis of customer experience data, identification of problems that hinder its improvement, and determination of possible solutions to these problems. The thesis consists of two main parts. The first, theoretical part, includes an explanation of the concept of customer experience, an overview of approaches to service design, a description of the elements of a customer journey map (CJM), the methodology and principles of customer relationship management, and a justification of the need for visual modelling of customer experience. The second, practical part, conducted within the framework of a Kazakhstani payment integrator (a company providing payment services), is devoted to establishing the current state of customer experience, identifying bottlenecks in the customer experience and customer service departments. To this end, methods of customer data analysis from various sources (ABC analysis of CRM data, customer survey, and interview analysis, hypothesis testing, touchpoint evaluation analysis) are used to identify factors negatively affecting customer experience and suggest ways to improve it. Způsob přístupu: Internet informační management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas touchpoints pain points CX CJM NPS customer experience marketing analysis Luc, Ladislav ISIS:57071 ths Yessengaliyeva, Aigerim opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/89555/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/89555 Hlavní práce https://insis.vse.cz/zp/89555/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/89555/posudek/oponent/85486 Oponentura https://insis.vse.cz/zp/89555/priloha/31073 Přiloha k práci https://insis.vse.cz/zp/89555/priloha/31074 Přiloha k práci https://insis.vse.cz/zp/89555/podrobnosti dc:identifier NEPOSILAT VSKP vse89555 250604 89555