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This paper examines how Oveo is structured as a business, what obstacles they encounter and how their customer journey can be optimized. We conclude that Oveo should be aware of its structure due to overtime work and due to the fact that the international employees risk not feeling like a part of the community. We also suggest that Oveo establishes a channel, where leads and customers can evaluate the product. This will also give Oveo an insight into what their customer segment needs as well as feels during the customer journey, which could improve their product in the long term.