Value-based Sales Process for MDC-service Cases
Hakala, Tero (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052214835
https://urn.fi/URN:NBN:fi:amk-2025052214835
Tiivistelmä
The case company of this thesis operates in process automation industry and is focused on selling measuring instruments in Finland. In this industry, the sales margins are getting lower and selling only devices is getting harder. In this situation, the case company needs to find solutions in the area of service business to improve its performance. The objective of this Thesis is to propose a solution for most demanding service cases (MDC). The selection of cases related to the company’s need to move from “cost plus” pricing to value-based pricing. These types of cases may be the best candidates for implementing the value-based pricing model.
This Thesis uses the applied action research approach, and its data collection included interviews with the case company’s key stakeholders, analysis of internal documents, and observations. Data was collected in three rounds and data collection also included brainstorming workshops with stakeholders for the proposal creation. The theoretical framework of the thesis focused on value-based and technical sales, including the themes of value creation, customer value, customer value proposition and customer insight. The current state analysis focused on the analysis of value-based attributes, previous MDC-cases, and search for key areas for development.
The outcome of the Thesis is a proposal for value-based sales process for MDC-service cases. The proposal includes process improvements for device complaints, device commissioning, and for local solution projects. The proposal should help the case company in growing its profitability, keeping the focus on customer’s processes, and increasing customer satisfaction.
This Thesis uses the applied action research approach, and its data collection included interviews with the case company’s key stakeholders, analysis of internal documents, and observations. Data was collected in three rounds and data collection also included brainstorming workshops with stakeholders for the proposal creation. The theoretical framework of the thesis focused on value-based and technical sales, including the themes of value creation, customer value, customer value proposition and customer insight. The current state analysis focused on the analysis of value-based attributes, previous MDC-cases, and search for key areas for development.
The outcome of the Thesis is a proposal for value-based sales process for MDC-service cases. The proposal includes process improvements for device complaints, device commissioning, and for local solution projects. The proposal should help the case company in growing its profitability, keeping the focus on customer’s processes, and increasing customer satisfaction.