Myyntiprosessin tehostaminen asiakasarvoanalyysin avulla

Tässä diplomityössä kehitettiin Suomen Teollisuusosa Oy:n materiaalinhallinnan palvelulle asiakasarvon analysointityökalu palvelun myyntiä helpottamaan ja toisaalta palvelun eri elementtien arvon mittaamiseen. Keskeisenä kysymyksenä on palvelun hyötyjen tunnistaminen asiakkaan kontekstissa ja näiden hyötyjen rahallisen arvon selvittäminen. Työkalulle tunnistettiin vaatimuksia myynnin hallinnan teoriasta sekä käytännön näkökulmasta toimeksiantajan avainhenkilöitä haastattelemalla. Palvelun hyötyjen tunnistamiseen käytettiin asiakasarvon ja toimitusketjun hallinnan teoriaa sekä toimeksiantajan asiantuntijoiden ja asiakkaiden haastatteluja. Kohteena olleen palvelun asiakasarvon analysointityökalun lisäksi työn puitteissa kehitettiin simulointityökalu palvelun sisältämän laitteiston kapasiteetin riittävyyden analysointiin suhteessa asiakkaan prosessin tarpeeseen.

Mobile clinics in public health care: Integrated service offerings for rural elderly

This research is an analysis of the value and content of local service offerings that enable longer periods of living at home for elderly people. Mobile health care and new distribution services have provided an interesting solution in this context. The research aim to shed light on the research question, ‘How do we bundle services based on different customer needs?’ A research process consisting of three main phases was applied for this purpose. During this process, elderly customers were segmented, the importance of services was rated and service offerings were defined. Value creation and service offering provides theoretical framework for the research. The target group is South Karelia’s 60 to 90-year old individuals and the data has been acquired via a postal questionnaire. Research has been conducted as exploratory research utilizing the methods of quantitative and social network analysis. The main results of the report are identified customer segments and service packages that fits to the segments’ needs. The results indicate the needs of customers and the results are additionally analysed from the producer’s point of view. In addition to the empirical results, the used theory framework has been developed further in order for the service-related theories to be seen from the customer’s point of view and not just from the producer’s point of view.

Service offering classification for logistics services

This thesis studies the development of service offering model that creates added-value for customers in the field of logistics services. The study focusses on offering classification and structures of model. The purpose of model is to provide value-added solutions for customers and enable superior service experience. The aim of thesis is to define what customers expect from logistics solution provider and what value customers appreciate so greatly that they could invest in value-added services. Value propositions, costs structures of offerings and appropriate pricing methods are studied. First, literature review of creating solution business model and customer value is conducted. Customer value is found out with customer interviews and qualitative empiric data is used. To exploit expertise knowledge of logistics, innovation workshop tool is utilized. Customers and experts are involved in the design process of model. As a result of thesis, three-level value-added service offering model is created based on empiric and theoretical data. Offerings with value propositions are proposed and the level of model reflects the deepness of customer-provider relationship and the amount of added value. Performance efficiency improvements and cost savings create the most added value for customers. Value-based pricing methods, such as performance-based models are suggested to apply. Results indicate the interest of benefitting networks and partnership in field of logistics services. Networks development is proposed to be investigated further.

Developing sustainable value proposition: A case study from manufacturing industry

Increasing pressures to reduce costs, inprove productivity, and lower the environmental impact are forcing suppliers to present evidences of the monetary and societal value they create for the customers and society around. The extant academic literature on the practical activities related to topic is still sparse and this study addresses the gap by developing sustainable customer value proposition for Valmet’s recycled fibre line solution for the Chinese market. The research is based on literature review and single case study method. Theoretically the study is connected to the emerging literature of customer value and life cycle engineering, and to the research of sustainable development in the field of marketing. For exloiting empirical evidences, in-depth supplier interviews and customer survey were conducted. The results suggest that selling of recycled fibre line solution requires tangible and credible evidence of the value and utility which is delivered for the customer. In addition to the economic benefits also societal benefits should be included in the value proposition that are the focus of attention in China. Still, the role of discovered benefits may be contradictory until they are communicated to appropriate decision makers. Managerially the study contributes to the customer value management and quantification knowledge and practices in Valmet’s organization.

Asiakasarvon selvittäminen ja palvelukonseptin kehittäminen muovialan pk-yrityksessä

Kahden yrityksen väliset transaktiot perustuvat pohjimmiltaan asiakkaan kokemaan arvoon, eli siihen, mitä hyötyjä asiakas kokee saavansa suhteessa niihin kustannuksiin, jotka se joutuu uhraamaan ne saavuttaakseen. Tämän arvon tulee parantaa asiakkaan asemaa suhteessa sen omaan kilpailutilanteeseen ja asiakkaisiin. Arvo voi muodostua tarjooman hinnoittelusta, mutta muita asiakasarvon ulottuvuuksia voivat olla muun muassa laatutekijät sekä asiakassuhteen ja toimittajan imagon vaikutukset. Tämän tutkimuksen tavoitteena on selvittää, mitkä ulottuvuuden muodostavat asiakkaan kokeman arvon case-yrityksen toimialalla sen urakoitsija- ja jälleenmyyjäasiakkailleen segmenteissä. Lisäksi analysoidaan, kuinka tuotantoon keskittyneen yrityksen tulisi kehittää palvelukonseptiaan luodakseen lisäarvoa kyseisille segmenteille ja saavuttaakseen siten kilpailuetua markkinoilla. Tutkimus on tapaustutkimus, jonka tärkeimpänä aineistonkeruumenetelmänä toimivat 17 nykyisten, entisten ja potentiaalisten asiakkaiden teemahaastattelua. Tulokset osoittavat, että toimiala on haastava lisäpalveluiden kannalta, koska ne eivät ole sille tyypillisiä. Asiakkaiden näyttää olevan erityisen vaikea tunnistaa palveluita, joista ne olisivat valmiita maksamaan. Tämä johtaa tilanteeseen, jossa asiakasuskollisuus ei ole erityisen korkea, vaan etenkin jälleenmyyjäasiakkaat ostavat tuotteet pääosin hintaan perustuen. Selkeän lisäarvopalvelukonseptin luominen voikin parantaa asiakasuskollisuutta ja sitä kautta asiakkaan elinkaaren arvoa, mikä voi rikkoa markkinoiden perinteisiä toimintamalleja case-yrityksen eduksi.

Asiakaslähtöisen palveluliiketoiminnan johtaminen yritysverkostossa

Tässä pro gradu -tutkimuksessa tarkastellaan asiakkuuksien johtamista johtamisoppina ja erilaisten asiakassuhteen ulottuuvuksien merkitystä asiakkaan arvonluomiselle. Teoriaosuudessa tunnistettuja elementtejä peilataan empiria osuuden havaintoihin. Yhteenvedossa on tunnistettu keskeisimmät kehityskohteet, jotka asiakkuuksien johtamisen teoriamalleista sekä käytännöistä ulkopuolisten kumppaneiden kanssa, olisi sovellettavissa asiakkuuksien johtamiseen yritysverkoston sisällä. Tutkimuksen empiirinen osuus toteutettiin kvalitatiivisena tutkimuksena ja aineisto kerättiin puolistuktruoitujen teemahaastattelujen avulla. Haastatteluaineisto analysoitiin luokittelemalla havainnot kirjallisuustutkimuksessa tunnistettuihin teemoihin sekä teemarungon ulkopuolelta merkittävästi esiin nousseisiin seikkoihin. Tutkimustulokset tukivat kirjallisuudessa esitettyä näkemystä siitä, että keskeisiä asiakassuhteen arvoa lisääviä tekijöitä ovat säännöllinen vuorovaikutus, molemminpuolinen luottamus, vastavuoroisuus, proaktiivisuus ja asiakkaan tarpeita ja odotuksia vastaava palvelutarjooma. Aidosti asiakaslähtöinen toimintatapa vaatii, että koko yrityksen organisaatio ja sen osaamisalueet, prosessit, tarjoomat sekä ansaintalogiikka on viritetty tukemaan asiakkaan tapaa tuottaa arvoa itselleen.

A Phase Model for Building a Customer Value Based Sales Tool – Case Mining and Metals Industry

The objective of this research is to observe the state of customer value management in Outotec Oyj, determine the key development areas and develop a phase model with which to guide the development of a customer value based sales tool. The study was conducted with a constructive research approach with the focus of identifying a problem and developing a solution for the problem. As a basis for the study, the current literature involving customer value assessment and solution and customer value selling was studied. The data was collected by conducting 16 interviews in two rounds within the company and it was analyzed by coding openly. First, seven important development areas were identified, out of which the most critical were “Customer value mindset inside the company” and “Coordination of customer value management activities”. Utilizing these seven areas three functionality requirements, “Preparation”, “Outotec’s value creation and communication” and “Documentation” and three development requirements for a customer value sales tool were identified. The study concluded with the formulation of a phase model for building a customer value based sales tool. The model included five steps that were defined as 1) Enable customer value utilization, 2) Connect with the customer, 3) Create customer value, 4) Define tool to facilitate value selling and 5) Develop sales tool. Further practical activities were also recommended as a guide for executing the phase model.

The importance of customer's value expectations in customer acquisition

Pro gradu –tutkielman tavoitteena on tutkia asiakasarvoa ja sitä, miten asiakasarvoa voidaan käyttää hyväksi uusasiakashankinnassa. Tällä hetkellä kirjallisuudessa on pinnalla muutos tuotekeskeisyydestä asiakaskeskeiseen näkökulmaan, joka tunnistaa asiakasarvon tärkeyden bisnes suhteissa. Tämä tutkimus osallistuu kyseiseen keskusteluun muodostamalla tavan mitata asiakasarvoa, ja peilaamalla saavutettuja tuloksia uusasiakashankinta prosessiin. Empiirinen tutkimus on toteutettu kahdessa osassa: kvalitatiivisessa sekä kvantitatiivisessa. Ensimmäisessä osassa haastateltiin kahdeksaa potentiaalista asiakasta, minkä jälkeen saadut tulokset vietiin suurempaan skaalaan toteuttamalla kysely suurelle joukolle potentiaalisia asiakkaita. Lopulliset tulokset osoittavat, että asiakasarvon käyttäminen hyväksi uusasiakashankinnassa on erittäin tehokas ja käyttökelpoinen metodi. Asiakasarvoon perustuvat asiakassegmentit mahdollistavat oikeiden arvojen kommunikoinnin oikeille segmenteille. Se antaa yritykselle myös mahdollisuuden valita houkuttelevimmat asiakasryhmät ja vahvistaa asiakaskantaansa.

Customer´s perceptions of value during the lifecycle of concentrate filtration

The objective of this study was to examine how customers purchase complex industrial solutions in mining industry, and what kind of value they perceive during different phases of the solution life cycle. In addition, a systematic method for understanding customer value was developed, which can be applied for other company’s offerings as well. The method includes step-by-step instructions for 1) the collection of customer value data and 2) implementation of the findings. The theoretical part of the study focuses on solution and customer value literature in business-to-business markets. In this study qualitative embedded multiple-case study was used as a research method. The primary data was collected through in-depth interviews in two market areas and by participating in customer meetings as an external observer. The results show that there are two ways of buying solutions that needs to be treated individually. Customers prefer to buy solutions from engineering companies as they think that suppliers still need to work on their solution capabilities. Therefore, Outotec should focus more on marketing itself as a solution provider. Customers buy solutions that create the most value with the lowest risk and they need to be supported throughout the solution lifecycle. References that demonstrate previous experience are the most effective way to reduce customers’ risk. However, the customer-perceived values and challenges differ between the market areas, and thus, suppliers should have divergent strategies for specific market areas.

Study on Customer Perceived Value of Container Loading Equipment

The goal of the thesis was to gain understanding of organizational buying behavior and its effect from the selling perspective and to generate base for verifying customer value propositions for Actiw Oy. The first objective was to discover the current buying decision criteria of current customers to understand the buying motives which had led to the investment initially. Second objective was to understand how the buying decision criteria and customer experiences can be turned into customer value propositions. Research was done with 16 customer interviews, which were focused on obtaining the information on the buying center and the value of the solution. Thesis goes through the main theories of OBB and the theory behind customer value management. Based on customer interviews, the currently used customer value propositions were tested and categorized into points-of-parities and points-ofdifferences. The interviews confirmed customer behavior in new task and modified rebuy situations and also gave confirmation to the internally done customer value propositions. Main finding of the study was, that as the value propositions are possible to present more specifically to each new case instead of using all benefits at the same time.

Teollisuusvaihteiden kunnossapitopalvelun arvoelementit

Tutkimusongelmana oli tiedon lisääminen teollisuusvaihteiden kunnossapitopal-veluiden asiakasarvon muodostumiseen liittyen. Työn tavoitteena oli arviointi-mallin rakentaminen asiakasarvon osatekijöiden selvittämiseksi sekä niiden tär-keysjärjestykseen saamiseksi. Tutkimusongelmaa lähestyttiin kolmesta teo-rianäkökulmasta: (1) Arvo-käsitteen ja arvoon läheisesti kytköksissä olevista suorituskyvyn osatekijöiden määrittelystä, (2) kunnossapidon merkityksestä ja roolista yrityksen liiketoiminnassa ja (3) asiakas-toimittaja –suhteen merkityk-sestä asiakasarvon muodostumisessa. Teorianäkökulmien pohjalta muodostettiin teollisuusvaihteiden kunnossapidon viitekehykseen sopiva arvohierarkia, jonka osatekijöiden, arvoelementtien, yhteisvaikutuksesta kunnossapitopalvelun asia-kasarvo syntyy. Työn empiriaosuudessa mallia testattiin käytännössä. Hierarkian arvoelementtien tärkeysjärjestyksen ja kaikille asiakkaille yhteisten arvoelementtien löytämiseksi käytettiin Analyyttisen hierarkiaprosessin (AHP) menetelmää osana asiakasryh-mähaastatteluita. Haastattelut toteutettiin täsmäryhmähaastatteluina ja haastatel-tavat ryhmät koostuivat haastatteluihin valittujen asiakkaiden kunnossapidon vastuuhenkilöistä. Tutkimustuloksina havaittiin, että asiakaskohtaiset arvoelementit ja niiden tärke-ysjärjestys saadaan mallin avulla esiin, mutta asiakaskohtaiset erot arvon muo-dostumisessa ovat suuria. Asiakasarvoon vaikuttavien taustatekijöiden, ainakin yhteistyösuhteen tason ja vaihdannan kohteena olevien palveluiden tason, havait-tiin selittävän osaltaan eroja asiakkaiden välillä. Lisäksi teollisen kunnossapidon toimintaympäristön dynaaminen luonne, jossa eri osatekijöiden keskinäiset riip-puvuussuhteet muuttuvat koko ajan, olisi kyettävä huomioimaan myös asia-kasarvon muodostumisen arvioinnissa.

Evaluation of Major E-commerce Companies Business Model

Technological advances have enabled a large spread of online retailers. E-commerce business is challenging the nature of traditional foundation of trade, therefore trade is on transition. The Internet allows consumers to compare and examine online store offerings, regardless of place and time. Digitalization has created new opportunities for creating customer value. The growing trend towards online shopping world has taken place in a very short period of time. Businesses, either use e-commerce as an additional operation, or completely rely, on the Internet business opportunities. The aim of this Master`s thesis is to define and evaluate key business model factors of two major e-commerce companies, Alibaba.com and Amazon.com. These key business model factors have a positive effect on successful e-commerce business. In addition, Alibaba.com and Amazon.com are compared with the help of these identified factors. Moreover, e-commerce business factors provide opportunities to create greater customer value regardless of the industry. Customer value is the core of business and a competitive advantage. Customer value is defined as a ratio between sacrifices and benefits. E-commerce companies should effectively evaluate customer value, so they could customize their offerings to meet better desired customer needs. Even though e-commerce business is a relatively new phenomenon, it has been widely studied

Value perceptions of measurement and monitoring system customers

The value that the customer perceives from a supplier’s offering, impacts customer’s decision making and willingness to pay at the time of the purchase, and the overall satisfaction. Thus, for a business supplier, it is critical to understand their customers’ value perceptions. The objective of this thesis is to understand what measurement and monitoring system customers value, by examining their key purchasing criteria and perceived benefits. Theoretical part of this study consists on reviewing relevant literature on organizational buying behavior and customer perceived value. This study employs a qualitative interview research method. The empirical part of this research consisted of conducting 20 in-depth interviews with life science customers in USA and in Europe. Quality and technical features are the most important purchasing criteria, while product-related benefits seem to be the most important perceived benefits. At the marketing of the system, the emphasis should be at which regulations the system complies with, references of supplier’s prior experience, the reliability and usability of the system, and total costs. The benefits that should be emphasized are the better control of customer’s process, and the proof of customer’s product quality

Development of modular roll service concepts

The goal of this study was to find and develop new or improved service concepts for rolls in a paper machine and secondary targets were to find out what the KPIs and values of the concepts are. Two methodologies were utilized in researching this problem; firstly sales personnel were interviewed about customer values and KPIs and a questionnaire about service modules were sent out to four BSI (basic sales item) responsible persons. Throughout the research process differences in geographic regions were identified and several customer KPIs and values were discovered. The interviews showed that the main concern for customers is the cost of operations. The goal is to produce the same or in some cases more tons with smaller operating costs. The questionnaire standardized the data about service modules and made it possible to link these values, KPIs and concerns of customers to Valmet’s service offering. Eventually these service modules were used to create a service concepts that offer flexibility, cost savings, safety and peace of mind for the customers. With this new conceptual approach Valmet can more flexibly answer to customer quotations and modify the offering to better generate customer value and customer satisfaction. In addition a new BSI was defined and proposed for pilot projects.