Redefining Consultation Packages for the Ecommerce Service Offering : in a Digital Marketing Software as a Service Company
Relas, Kristina (2019)
Relas, Kristina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060314272
https://urn.fi/URN:NBN:fi:amk-2019060314272
Tiivistelmä
Service business is growing rapidly and in order to survive the increased competition, businesses need to focus on innovating and providing service activities that meet the needs of the customer and differentiate them from their competitors. Therefore many companies struggle with similar issues, such as what services they should provide for their customers, how these services should be designed and how they should be charged for. Hence, the objective of this thesis was to redefine consultation packages for the case company’s ecommerce service offering in order to improve clarity, profitability and scalability for the solution.
The research for this thesis was conducted by applying the design research method, utilizing also mixed-method approach for collecting and analyzing the data. The primary method of data collection in this thesis was interviews, workshops and presentations. Existing documentation on the current packages and process were also used for qualitative analysis in the current state analysis stage, as well as for measuring the current performance of the consulting services in a quantitative manner.
Moreover, the research consisted of four stages, containing three data collection rounds. The first stage was a current state analysis, providing a summary of the strengths and weaknesses of the current Ecom consultation packages and the delivery process. The second stage of literature review, used to form the conceptual framework of the thesis, explored the existing knowledge of the main two weakness categories in the current state analysis, which were designing and packaging the service offering as well as pricing strategies for services. The third stage, building the proposal for the redefined consultation packages for the Ecom offering, was co-created together with the stakeholders by conducting several workshops and presentations gathering insights, ideas and feedback. The fourth stage was validating the proposal by the company’s decision makers.
As an outcome, a proposal for redefined pick and mix consultation packages was introduced. The proposed packaging model is built upon all orders having to include presales and startup as compulsory elements with packaged pick and mix features to choose from, each of which contain a clearly outlined strategic and inspiring consultancy offering. Hence the proposed model provides more value to the customer, opens for upsell opportunities, and ensures the product’s profitability without exposing the customer to Ecom features that they are currently not looking to implement. Further, packaging Ecom in the proposed way makes it easier to scope, sell and scale up with enhanced presale support from professional services.
The research for this thesis was conducted by applying the design research method, utilizing also mixed-method approach for collecting and analyzing the data. The primary method of data collection in this thesis was interviews, workshops and presentations. Existing documentation on the current packages and process were also used for qualitative analysis in the current state analysis stage, as well as for measuring the current performance of the consulting services in a quantitative manner.
Moreover, the research consisted of four stages, containing three data collection rounds. The first stage was a current state analysis, providing a summary of the strengths and weaknesses of the current Ecom consultation packages and the delivery process. The second stage of literature review, used to form the conceptual framework of the thesis, explored the existing knowledge of the main two weakness categories in the current state analysis, which were designing and packaging the service offering as well as pricing strategies for services. The third stage, building the proposal for the redefined consultation packages for the Ecom offering, was co-created together with the stakeholders by conducting several workshops and presentations gathering insights, ideas and feedback. The fourth stage was validating the proposal by the company’s decision makers.
As an outcome, a proposal for redefined pick and mix consultation packages was introduced. The proposed packaging model is built upon all orders having to include presales and startup as compulsory elements with packaged pick and mix features to choose from, each of which contain a clearly outlined strategic and inspiring consultancy offering. Hence the proposed model provides more value to the customer, opens for upsell opportunities, and ensures the product’s profitability without exposing the customer to Ecom features that they are currently not looking to implement. Further, packaging Ecom in the proposed way makes it easier to scope, sell and scale up with enhanced presale support from professional services.
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