Service Value Proposition and Customer-Centric Service Offering Structure Design
Korantengová, Vanesa (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023091125565
https://urn.fi/URN:NBN:fi:amk-2023091125565
Tiivistelmä
The purpose of this thesis is to design a value proposition and build a foundation for a more structured service offering of a Marketing Automation consulting practice, to differentiate the practice from its competitors while enabling more relevant service recommendations and delivery based on the client’s ambitions and needs, and the client company size. The thesis was commissioned by a case company that is to remain anonymous throughout the paper, further referred to as the Case Agency. The Marketing Automation consulting practice in Denmark is the center of attention of the scope of this thesis.
A combination of qualitative and observational research was utilized in the research process. While the focal point of the qualitative research is literature review, observational research centers attention on the Case Agency – observing real conversations and findings made by the company. The theoretical part of this thesis is concerned with the concepts of service strategy and positioning, value proposition design, customer segmentation, and service- dominant logic. The theoretical findings are then translated into tangible outcomes in the empirical part, which brings theory into practice in a development process that leverages the Triple Diamond framework, an adaptation of the well-known Double Diamond. In the Triple Diamond, a solution is explored and conceptualized during the Discovery stage, the selected solution is then developed and refined over a predefined period through continuous validation.
The results of the development process take the form of a customer segmentation framework, value proposition, service structure, and positioning strategy. These outcomes are being implemented and validated by the case company at this time. However, there are complementary results of this thesis that the case company benefits from, such as a documented overview of the information gathered from observations that make it easier to communicate internally and to clients about the Marketing Automation consulting practice. Moreover, the limitations of this thesis open opportunities for future research and development at the Case Agency, for example, the establishment and enhancement of certain organizational processes that would facilitate information sharing within the organization.
A combination of qualitative and observational research was utilized in the research process. While the focal point of the qualitative research is literature review, observational research centers attention on the Case Agency – observing real conversations and findings made by the company. The theoretical part of this thesis is concerned with the concepts of service strategy and positioning, value proposition design, customer segmentation, and service- dominant logic. The theoretical findings are then translated into tangible outcomes in the empirical part, which brings theory into practice in a development process that leverages the Triple Diamond framework, an adaptation of the well-known Double Diamond. In the Triple Diamond, a solution is explored and conceptualized during the Discovery stage, the selected solution is then developed and refined over a predefined period through continuous validation.
The results of the development process take the form of a customer segmentation framework, value proposition, service structure, and positioning strategy. These outcomes are being implemented and validated by the case company at this time. However, there are complementary results of this thesis that the case company benefits from, such as a documented overview of the information gathered from observations that make it easier to communicate internally and to clients about the Marketing Automation consulting practice. Moreover, the limitations of this thesis open opportunities for future research and development at the Case Agency, for example, the establishment and enhancement of certain organizational processes that would facilitate information sharing within the organization.