A customer focused change management journey via customer segmentation
Pineda Alfaro, Eduardo (2020)
Pineda Alfaro, Eduardo
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060817672
https://urn.fi/URN:NBN:fi:amk-2020060817672
Tiivistelmä
This thesis covers, with a sample business case, the changes of an established organisation towards a more customer focused management. The change process will use the customer segmentation methodology as a reference point on each of the steps covered, and develop them from there. It covers the business changes for the areas of: market analysis, product development, sales structure, operational structure, and change management culture. The thesis is for the Business Management and Entrepreneurship master degree at Häme University of Applied Sciences.
The purpose of the thesis is to provide a reference on how any organization, independently of its size or sector, can change to a more customer focused culture. To provide a business case as complete as possible, the sample company will be an engineering multinational with a wide variety of segments, and with different customer profiles working in parallel for each of the segments. The company operates in two separated B2B business lines: one technological utility product type (with several models) and its maintenance as a service. The thesis provides a theoretical framework for each of the business areas, and then it develops that part of the business case. This business case tries to provide enough context, references and tools for each of the covered topics, in a way that any section could be applied independently on smaller companies or regions for their specific need.
The core area of the thesis and the business case is customer focused change management, as a way to support the companies to become more efficient and resilient on the dynamic and volatile markets that most sectors live in. However, the digitalisation trend is a very strong force of change that is rapidly disrupting all the traditional offline sectors. In order to support with guidance on that second important force of business change, the thesis includes a brief epilogue on online marketing.
The purpose of the thesis is to provide a reference on how any organization, independently of its size or sector, can change to a more customer focused culture. To provide a business case as complete as possible, the sample company will be an engineering multinational with a wide variety of segments, and with different customer profiles working in parallel for each of the segments. The company operates in two separated B2B business lines: one technological utility product type (with several models) and its maintenance as a service. The thesis provides a theoretical framework for each of the business areas, and then it develops that part of the business case. This business case tries to provide enough context, references and tools for each of the covered topics, in a way that any section could be applied independently on smaller companies or regions for their specific need.
The core area of the thesis and the business case is customer focused change management, as a way to support the companies to become more efficient and resilient on the dynamic and volatile markets that most sectors live in. However, the digitalisation trend is a very strong force of change that is rapidly disrupting all the traditional offline sectors. In order to support with guidance on that second important force of business change, the thesis includes a brief epilogue on online marketing.