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FöretagsekonomiBusiness administration - marketingBusiness administration - management controlKundvärdeKonsultLogistik
The increased specialisation and complexity in products and services has
created the need for Swedish companies to focus more on their core businesses.
This has resulted in them opting to buy services and products that lie outside
of their core business from consultancy businesses or other types of suppliers.
When companies describe their offers in internal and external marketing it is
done often in terms of company or service attributes that are not based on
customer value or offered value for the customer. The reason for this is that
companies have not adapted their services to the different needs of their
customers. As a result of this, they run the risk of offering the same services
as their competitors and communicate values that the customers either do not
understand or experience as value adding.
By using the theory on the data collection from the case company we have an
understanding and shown how the customer values can be developed from a service
company?s internal and external prerequisites and competitive advantages. Our
belief is that valuation and development of customer values shall always be
based around the individual customer?s requirements. This can be done when the
segment that responds positively on the company?s offer can be found and
targeted. By focusing on this segment that has been found the offer can be
differentiated in such a way the experienced value for the customer can be
maximised.