Digital Customer Value Calculator Tools
Pelayo, Minerva (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120325893
https://urn.fi/URN:NBN:fi:amk-2020120325893
Tiivistelmä
In oversaturated industries, it has become essential to effectively communicate the value of a product or service to potential customers. An effective value proposition can support SMEs to stand out and big enterprises to stay relevant. Implementing digital technologies like value calculator tools during the sales process can help to successfully communicate and measure the unique value of enterprises, easing buyer’s decision-making process. The aim of this thesis is to support companies aspiring to reach a high level of digitalization in their business processes by informing about the accessible and reliable value-based sales tools that can help streamline processes and attract more customers.
The research question that this thesis will answer is, what are the existing digital customer value calculator tools that can help communicate customer value proposition effectively. In addition, the sub question, how does digitalization has influenced the approach companies take to communicate their customer value proposition, will be answered to reinforce the results of the main question. The paper structure starts with the theoretical framework followed by the empirical part. The qualitative research approach aims to study existing customer value calculator tools. The findings are compared and analysed in a qualitative study using a content analysis approach with the goal of identifying the main trends in characteristics across the different customer value calculator tools to enable better visualization of the results. A case study on the company Metso Outotec was performed with two structured interviews conducted with experts on sales and digitalization to gather additional insights.
The research results demonstrate that customer value calculator tools can aid companies to efficiently develop and effectively communicate a value proposition. In addition, findings show that the features included in the tools can be used to present quantified value in different channels. SMEs and global enterprises can choose a tool by selecting the one that includes features and results that fulfils their needs.
The research question that this thesis will answer is, what are the existing digital customer value calculator tools that can help communicate customer value proposition effectively. In addition, the sub question, how does digitalization has influenced the approach companies take to communicate their customer value proposition, will be answered to reinforce the results of the main question. The paper structure starts with the theoretical framework followed by the empirical part. The qualitative research approach aims to study existing customer value calculator tools. The findings are compared and analysed in a qualitative study using a content analysis approach with the goal of identifying the main trends in characteristics across the different customer value calculator tools to enable better visualization of the results. A case study on the company Metso Outotec was performed with two structured interviews conducted with experts on sales and digitalization to gather additional insights.
The research results demonstrate that customer value calculator tools can aid companies to efficiently develop and effectively communicate a value proposition. In addition, findings show that the features included in the tools can be used to present quantified value in different channels. SMEs and global enterprises can choose a tool by selecting the one that includes features and results that fulfils their needs.