Recommendations for improving aftersales competitiveness through customer value proposition in the transition to electric vehicles
Koskinen, Elias (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052113897
https://urn.fi/URN:NBN:fi:amk-2025052113897
Tiivistelmä
The objective of this thesis was to improve the competitiveness of the Case Company’s aftersales operations amid the accelerating shift toward electric vehicles (EVs). As EVs require less traditional maintenance, the company faces increasing pressure to adapt its service offering to changing customer needs.
The research began by defining the business challenge and building a conceptual framework centered around the customer value proposition. Key strategy tools included the Value Proposition Canvas, Blue Ocean Strategy, and the Three Circles Framework. Data was collected through internal and external figures, a workshop with service managers, and a comprehensive review of customer feedback from 2024.
Based on the analysis, several customer pain points were identified, particularly high perceived maintenance costs and concerns related to EV-specific servicing. These findings were used to co-develop recommendations with internal stakeholders, aiming to enhance customer value in a way that also supports business viability. The outcome of the thesis is a set of practical recommendations. These include the introduction of new EV services, service contracts, improved service video communication, and a proposal to bring used car warranties in-house. The results provide the Case Company with a roadmap for strengthening its aftersales value proposition in a rapidly evolving market.
The research began by defining the business challenge and building a conceptual framework centered around the customer value proposition. Key strategy tools included the Value Proposition Canvas, Blue Ocean Strategy, and the Three Circles Framework. Data was collected through internal and external figures, a workshop with service managers, and a comprehensive review of customer feedback from 2024.
Based on the analysis, several customer pain points were identified, particularly high perceived maintenance costs and concerns related to EV-specific servicing. These findings were used to co-develop recommendations with internal stakeholders, aiming to enhance customer value in a way that also supports business viability. The outcome of the thesis is a set of practical recommendations. These include the introduction of new EV services, service contracts, improved service video communication, and a proposal to bring used car warranties in-house. The results provide the Case Company with a roadmap for strengthening its aftersales value proposition in a rapidly evolving market.