University of Twente Student Theses


Matching the business model with the unique customer journey : a case study of a high-tech Dutch EMS provider

Weber, Niklas (2017) Matching the business model with the unique customer journey : a case study of a high-tech Dutch EMS provider.

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Abstract:Purpose The goal of this research was to identify the new B2B customer journey of specific customer segments in the Dutch market to match this communicated value proposition along the journey with a sustainable business model. The focus is put on the medical segment and a tailored marketing sales mix, including the preferred channel and relationships structure, taking the recent the trends of customization and digitalization of services into account. Methodology: To assess the current state a critical literature review was conducted. Determination of the market segment, size and development were based on a web research and strategic aspects of the business model and the related concepts were derived by using semi-structured interviews with employees but also customers belonging to the identified medical segment. Findings: The findings reveal that in today’s B2B landscape a unique value proposition is increasingly more important. Inside-out defined services lack relevance for the specific customer and co-creation in the business relationship help the company to develop its own portfolio continuously. The business model is this context can be seen as a framework for the unique customer journey that needs to be managed efficiently at any touchpoint. To maximize the value for the customer and the experience, digitalization impacts the nature of the exchange of data, knowledge, and services needs to be integrated wisely. Theoretical implication: From an academic perspective, the customer journeys and the mapping of those did not get the attention in a B2B context. The synergies with the Business Model Canvas should be used to develop new business models which set the customer experience more central during the journey. The rise of customer centric strategies and the right mixture of interaction to deliver the value proposition need to be reflected in new models. Further, they should also lay focus on the co-creation and establishment of networks as they play a major role in times of digitalization and globalization, especially for SMEs to stay competitive. Practical implication: The resulting overview of relevant business activities and touchpoints of customer journey related to the delivering of the value proposition should help GE to formulate their targeted marketing strategy for a chosen segment and to redefine their online/offline channel strategy. By the in-depth analysis of one specific segment insights should be derived on how to target this segment. Marketers are encouraged by the results to look for which aspects of the customer journey are fixed or which ones may be applied for other segments as well. Originality/value: This study combines the two practical concepts of business modeling and customer journey to create and communicate a unique value proposition, by facilitating customer experience and leading to a sustainable competitive advantage with customized business model blocks.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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