A conceptualized Customer Value Proposition to Corporate Micro-Customers
Einesalo, Juha (2016)
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605178298
https://urn.fi/URN:NBN:fi:amk-201605178298
Tiivistelmä
The objective of this study is to establish a conceptualized Customer Value Proposition (CVP) to the case company corporate micro-customers. The case company is selling insurances to the micro-customer segment (corporate less than 10 employees) through in-dependent sales agents. Competition in insurance market in Finland is tough and differences between insurers are small. Challenge is to keep micro-customers as customers for a longer time period and case company want to find a way how to commit micro-customers better.
The research approach in this study is Action Research due to practical and systematic approach for finding improvements and solutions for the problems. The data collection methods include qualitative marketing researches provided by the case company and interviews of the key stakeholders. The research design follows five steps on how the objective is achieved. The Conceptual Framework of this study is based on the best practice on building CVP. The current state analysis (CSA) is done for identifying strengths and weak-nesses of the current state. CVP proposal is established by connecting the CSA findings and the conceptual framework as well feedback gathered from the key stakeholders. Last step includes building the final CVP and implementing it to the daily use.
The outcome of this study is to implement the CVP on the concept level and provide an action plan of the improvements. The CVP is established by finding a fit between the micro-customer, sales agent and case company offering. The CVP consists of key elements called point of difference, point of parity and monetary value. Based on this study, the sales agents’ needs support to their daily work and by improving their role the CVP elements create superior value to the micro-customers.
This study provided practical tools for supporting sales agents’ daily work and based on it the CVP is conceptualized and improved. Based on this study the sales agents got a systematic agenda and coaching sessions to their support. This study provides an action plan which case company’s top management has approved in implementing the CVP on practice.
The research approach in this study is Action Research due to practical and systematic approach for finding improvements and solutions for the problems. The data collection methods include qualitative marketing researches provided by the case company and interviews of the key stakeholders. The research design follows five steps on how the objective is achieved. The Conceptual Framework of this study is based on the best practice on building CVP. The current state analysis (CSA) is done for identifying strengths and weak-nesses of the current state. CVP proposal is established by connecting the CSA findings and the conceptual framework as well feedback gathered from the key stakeholders. Last step includes building the final CVP and implementing it to the daily use.
The outcome of this study is to implement the CVP on the concept level and provide an action plan of the improvements. The CVP is established by finding a fit between the micro-customer, sales agent and case company offering. The CVP consists of key elements called point of difference, point of parity and monetary value. Based on this study, the sales agents’ needs support to their daily work and by improving their role the CVP elements create superior value to the micro-customers.
This study provided practical tools for supporting sales agents’ daily work and based on it the CVP is conceptualized and improved. Based on this study the sales agents got a systematic agenda and coaching sessions to their support. This study provides an action plan which case company’s top management has approved in implementing the CVP on practice.