On Wednesday 26 April, eXpression Umeå held a workshop for the participants in the Creatives incubator programme. The workshop was facilitated by Christian Malmsten from The sales lab. Prior to the workshop, participants were asked to prepare by answering questions that included which target group they should prioritise and what customer value they offer through their companies..
The workshop included an extensive group exercise where participants reflected on the customer journey and explored its different elements:
- Customer needs
- Evaluate alternatives
- Doubts
- Decision
- Delivery / implementation
- Changes over time
The participants gave a lot of input in the discussions and, among other things, the importance of deepening their understanding of customer benefit was emphasised. This was something that the group returned to in the sub-steps discussion of needs, decision-making process and delivery/execution. According to Malmsten, customer benefit is about three factors: time, money and/or people.
"Identifying and understanding the expected customer benefits in your target group is undoubtedly the most important factor if you want to do sustainable business over time," says Christian Malmsten of Säljlabbet.
The morning was rounded off with discussions about customer segmentation and its importance for the sales process. In autumn 2023, Christian Malmsten will return to eXpression Umeå to take the next step towards sales together with the participants in the incubator programme.
Want to read more about customer segmentation? Take a look at the guide that was developed during the Sustainable Tourism of the Future project. Visit our knowledge bank.
Header picture taken by: Malin Grönborg
