Customer experience in value-based selling : sales force´s perceptions
Kananen, Hannu (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121636208
https://urn.fi/URN:NBN:fi:amk-2024121636208
Tiivistelmä
This thesis investigates the unique characteristics of customer experience within business-to-business (B2B) transactions. The theoretical framework delves into the concepts of value and customer experience, their complexities, and intersections in the context of value-based selling. The theoretical framework aims to promote the case organization’s understanding of customer experience and its potential to develop business in value-based selling.
The empirical part of this research was conducted through a field study. Ten B2B sales professionals participated in a workshop, where they responded to a survey and participated in a brainstorming session in small groups. The aim of the empirical research was to identify the sales professionals´ personal perceptions on customer experience and its importance in the context of value-based selling.
This research contributes to the case organization’s ability to differentiate itself and enhance business outcomes through a comprehensive understanding of the nature of customer experience in value-based selling. By acquiring this insight, the case company can make informed strategic decisions for better management of customer experience.
The empirical part of this research was conducted through a field study. Ten B2B sales professionals participated in a workshop, where they responded to a survey and participated in a brainstorming session in small groups. The aim of the empirical research was to identify the sales professionals´ personal perceptions on customer experience and its importance in the context of value-based selling.
This research contributes to the case organization’s ability to differentiate itself and enhance business outcomes through a comprehensive understanding of the nature of customer experience in value-based selling. By acquiring this insight, the case company can make informed strategic decisions for better management of customer experience.