Improving Application Support Process in Consultative Sales
Heikkinen, Taneli (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005118373
https://urn.fi/URN:NBN:fi:amk-202005118373
Tiivistelmä
The objective of this thesis was to enhance the consultative approach of the case company technical sales in the electric automation business unit by proposing an improved application support process. The research utilized an applied action research method, comprising of four stages: current state analysis, creation of a conceptual framework according to relevant literature, building an initial proposal, and finally validating the proposal. The mainly qualitative data gathered for this research consisted of interviews with key stakeholders, company documentation, group discussions and workshops.
In the current state analysis stage, it was realized that the application support was effectively a separable process in line with a sales process, with a desired focus on key account management needs. Discovered areas of improvement included an unclear workflow and desired characteristics of activities, misalignment of sales strategy with the support process, insufficient addressing of key account management needs, and unclear organizational roles, tasks and goals. From these premises, subjects were selected to be explored in relevant literature.
Findings in relevant literature addressed the importance of a process view in an organization for effective process management. Process improvement elements of strategic alignment, managerial support, problem resolution and a structural framework were suggested. Facilitating key account management was found critical in providing customer value and avoiding conflicts within the organization. Standardizing knowledge work and defining a support structure were suggested for enabling increased throughput in support processes.
The proposed improved application support process would address sales support needs in identification by coaching, selecting a suitable support structure according to accounts, utilizing standardized tools for knowledge creation during value-adding activities, and implementing a customer knowledge management approach in account development activities.
Consultative sales approach is the desired style in the case company business-to-business automation components sales. While being widely utilized in a competitive market, it is crucial to be effective in it. As technology and projects can be complex, application support can provide value to the customers in utilizing the offered products. When implemented, the improved application support process would increase the sales process throughput with clear activities, roles and standardized knowledge creation, while enabling further improvement. This would have a direct effect in sales performance.
In the current state analysis stage, it was realized that the application support was effectively a separable process in line with a sales process, with a desired focus on key account management needs. Discovered areas of improvement included an unclear workflow and desired characteristics of activities, misalignment of sales strategy with the support process, insufficient addressing of key account management needs, and unclear organizational roles, tasks and goals. From these premises, subjects were selected to be explored in relevant literature.
Findings in relevant literature addressed the importance of a process view in an organization for effective process management. Process improvement elements of strategic alignment, managerial support, problem resolution and a structural framework were suggested. Facilitating key account management was found critical in providing customer value and avoiding conflicts within the organization. Standardizing knowledge work and defining a support structure were suggested for enabling increased throughput in support processes.
The proposed improved application support process would address sales support needs in identification by coaching, selecting a suitable support structure according to accounts, utilizing standardized tools for knowledge creation during value-adding activities, and implementing a customer knowledge management approach in account development activities.
Consultative sales approach is the desired style in the case company business-to-business automation components sales. While being widely utilized in a competitive market, it is crucial to be effective in it. As technology and projects can be complex, application support can provide value to the customers in utilizing the offered products. When implemented, the improved application support process would increase the sales process throughput with clear activities, roles and standardized knowledge creation, while enabling further improvement. This would have a direct effect in sales performance.