Bachelor's Thesis

Proposal to improve the customer experience of the company

Final Thesis 2.07 MB

Author of thesis: Bc. Kateřina Pekárková

Acad. year: 2025/2026

Supervisor: Ing. David Havíř, Ph.D.

Reviewer: doc. Ing. Lucie Kaňovská, Ph.D.

Abstract:

This bachelor thesis focuses on the analysis and improvement of the customer experience of betoniq., a company specializing in the sale of concrete and wooden furniture. The research addresses the issue of lack of sales and customers abandoning the purchasing process before completion, suggesting the existence of significant barriers within the current sales model. Through a combination of qualitative interviews with potential customers, an examination of the customer experience, and a competitive analysis, the study identifies key deficiencies that hinder a seamless customer journey. The theoretical part establishes the necessary foundation for the subsequent analysis and proposal sections. The practical output of the thesis consists of proposed improvements aimed at minimizing process barriers and enhancing customer satisfaction and experience, ensuring a smooth process that encourages customers to complete their purchase.

Keywords:

Customer experience, customer journey, startup, concrete and wooden furniture, process, pain points, improvements

Date of defence

22.06.2026

Result of the defence

Defended (thesis was successfully defended)

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Grading

A

Process of defence

In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full, the questions from the opponent's assessment in full. Questions from committee members: 1. Ing. Havíř: How you will use the data for the project development?- answered 2. doc. Chlebovský: You mention in the presentation that your ideal customer is a woman. Why? - answered 3. Ing. Ulč: What is the biggest experience for you? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Department of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. Veronika Bumberová, Ph.D. (člen)
doc. Ing. Vít Chlebovský, Ph.D. (místopředseda)

Supervisor’s report
Ing. David Havíř, Ph.D.

The thesis addresses a current marketing topic and is based on relevant sources and responsibly conducted analyses. The systematic approach to defining objectives, KPIs, and the control system is particularly commendable. The proposed measures are concrete and directly implementable. The thesis very well fulfills its stated objective.
Evaluation criteria Verbal classification Grade
Meeting the objectives The thesis very well fulfills its stated objective. B
Selected procedure of the solution, the adequacy of the used methods The selected research approach is logical, and the methods applied are highly appropriate for this type of thesis. The analytical part includes qualitative interviews with potential customers, customer experience analysis, and competitor analysis. A
The ability to interpret the results and to draw conclusions The theoretical part provides a strong foundation for the conducted analyses, and the results are subsequently utilized very effectively in the development of specific implementation measures. B
The practical usability of conclusions The thesis contains concrete and systematically developed proposals with clearly defined objectives, KPIs and a control system. The results are very well applicable for the company. B
The thesis´s framework, formalities, used terminology and the professional level of language The thesis has an appropriate scope corresponding to the level of a bachelor’s thesis, a clear structure, and an adequate level of professional English. The thesis fulfills the formal requirements. B
Using of information resources, including citations The thesis is based on relevant academic sources, including international publications focused on customer experience, which are utilized appropriately. A

Grade proposed by supervisor: B

Reviewer’s report
doc. Ing. Lucie Kaňovská, Ph.D.

The defined objective of the thesis concerning the proposal of improvements aimed at enhancing the company's customer experience has been met.

The author selected appropriate methods and his changes aimed at improving customer experience are grounded in the analyses conducted and are each well described.

Based on the above, I recommend the thesis for defence.

Defence question:

What finding from the interviews with potential customers was the most valuable for you/betoniq., and which was the most surprising?

How do your two colleagues at betoniq. perceive the planned changes?
Evaluation criteria Verbal classification Grade
Meeting the objectives The defined objective of the thesis concerning the proposal of improvements aimed at enhancing the company's customer experience has been met. B
Selected procedure of the solution, the adequacy of the used methods Given the topic of the thesis, the author selected appropriate methods, including 8 qualitative interviews with potential customers (the outputs could have been described in greater detail), mapping of the customer journey, and a competitor analysis focused on customer experience. The analytical section as a whole could have been summarised at its conclusion to facilitate a smoother transition into the proposal section. B
The ability to interpret the results and to draw conclusions Interpretaion is well done based on the analysis. B
The practical usability of conclusions The nine proposed changes aimed at improving customer experience are grounded in the analyses conducted and are each described with regard to timeline, KPIs, and means of control. All proposals are further incorporated into a project timeline, including a definition of their expected benefits and potential risks during implementation, along with subsequent mitigation measures. The benefits of the proposals could have been defined in greater detail. B
The thesis´s framework, used terminology and the professional level of language The structure of the thesis is appropriate. I have only two comments: 1. Each main chapter of the thesis, such as the Introduction, should always appear as a separate chapter, as should the following chapter on Objectives and Research Methods. These are two independent chapters, not one. 2. A thesis should not be written in the first person singular (chapter 2.4). C
Using of information resources Information resources are well used and cited. B

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová