Improving case company segment sales process from the perspective of the customer value proposition

In this study, the possibilities for improving the segment sales process are explored. The current segment sales process consists of sales plan process, existing customers sales process, and growth customers sales process. The case company's challenge is that the process entity is insufficient. Therefore, this study is intended to improve the current segment sales process from the perspective of building a customer value proposition as identified in the current state analysis. A qualitative design research approach was used in this thesis due to the characteristics of the research issue and the business circumstances. The research design of this thesis includes descriptions of six predetermined stages, four data collection rounds, and the result of each stage. Data was gathered using interviews with key stakeholders from the case company, workshops with the key stakeholders, and an analysis of internal documentation from the case company. To gain an understanding of the strengths and weaknesses related to the segment sales process, a current state analysis was conducted first. By using best practices from literature, a conceptual framework was developed to address the identified weaknesses in order to achieve the thesis' objective. Identifying customers' challenges and defining the customer value proposition for existing and new customers were among the key challenges identified in this Master's thesis. In order to overcome the challenges, best practices from literature were incorporated into the conceptual framework of the CVP building process. Conceptual framework for CVP building was then used for proposal creation. The case company has gained a better understanding of how to create customer value propositions and how to position itself against its key competitors as a result of this study. By utilizing the final customer value proposition and linking it to the segment sales process, the case company ensures that all the essential elements are in place. This allows that the case company can increase its market share in a building segment and to scale the customer value proposition into other segments. Also, using the knowledge gained from this study, future development can be aided. Keywords: Customer Value Proposition, account management, segment sales, CV