{"id":3688,"date":"2023-04-06T12:55:52","date_gmt":"2023-04-06T10:55:52","guid":{"rendered":"https:\/\/axholmen.com\/?page_id=3688"},"modified":"2023-04-06T13:42:44","modified_gmt":"2023-04-06T11:42:44","slug":"kommersiell-optimering-for-tillvaxt","status":"publish","type":"page","link":"https:\/\/axholmen.com\/sv\/kommersiell-optimering-for-tillvaxt\/","title":{"rendered":"Referens-case"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"

V\u00e5rt projekt levererade en ny kommersiell modell samt rekommendationer av initiativ f\u00f6r att \u00f6ka ARPU och konvertering samt f\u00f6r att f\u00f6rb\u00e4ttra net retention, vilket visar p\u00e5 en potentiell oms\u00e4ttnings\u00f6kning p\u00e5 10 %.<\/p>\n","protected":false},"author":36,"featured_media":3690,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-hero.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-3688","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nReferens-case - | Axholmen<\/title>\n<meta name=\"description\" content=\"Prisjusteringar eller transiton till en ny prismodell kan vara mycket viktiga v\u00e4rdeskapare. Ta del av sju framg\u00e5ngsfaktorer som vi anser i h\u00f6g grad p\u00e5verkar acceptansgraden oberoende av industri och geografi.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/axholmen.com\/sv\/kommersiell-optimering-for-tillvaxt\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Referens-case - | Axholmen\" \/>\n<meta property=\"og:description\" content=\"Prisjusteringar eller transiton till en ny prismodell kan vara mycket viktiga v\u00e4rdeskapare. 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De konkurrerar p\u00e5 en mogen och fragmenterad marknad med ett f\u00e5tal nationella och ett flertal lokala\/regionala konkurrenter. Kunden har i flera \u00e5r haft en positiv tillv\u00e4xt och har nu som m\u00e5l att v\u00e4xa ARPU genom att f\u00f6rb\u00e4ttra den kommersiella modellen och paketeringen av kringtj\u00e4nster, identifiera initiativ f\u00f6r att \u00f6ka konverteringen och genom att definiera churn-f\u00f6rebyggande \u00e5tg\u00e4rder.\r\n<h3>Utmaning och m\u00f6jlighet<\/h3>\r\n<ul>\r\n \t<li>H\u00f6g marknadsandel inom k\u00e4rnkundssegment, utmaning att v\u00e4xa befintliga och nya kundsegment<\/li>\r\n \t<li>Begr\u00e4nsad f\u00f6rs\u00e4ljning av kringtj\u00e4nster, b\u00e5de till befintliga och nya kunder<\/li>\r\n \t<li>H\u00f6g churn under de f\u00f6rsta m\u00e5naderna efter prenumeration<\/li>\r\n \t<li>Stor potential att tillhandah\u00e5lla en mer skr\u00e4ddarsydd och flexibel prenumerationsmodell f\u00f6r att m\u00f6ta kundernas behov<\/li>\r\n<\/ul>\r\n<h3>V\u00e5r roll<\/h3>\r\nAxholmen ansvarade f\u00f6r att identifiera och detaljera viktiga kommersiella f\u00f6r\u00e4ndringar, operativa justeringar som kr\u00e4vs och ett aff\u00e4rscase p\u00e5 h\u00f6g niv\u00e5 relaterat till att\u2026\r\n<ul>\r\n \t<li>\u00d6ka ARPU per kund<\/li>\r\n \t<li>Minska churn under kundens f\u00f6rsta m\u00e5nader<\/li>\r\n \t<li>Beh\u00e5lla eller f\u00f6rb\u00e4ttra konverteringen<\/li>\r\n<\/ul>\r\n<h3>Tillv\u00e4gag\u00e5ngss\u00e4tt<\/h3>\r\nVi anv\u00e4nde en kombination av ett datadrivet tillv\u00e4gag\u00e5ngss\u00e4tt, baserat p\u00e5 kunddata, tillsammans med kundintervjuer och en extern kundunders\u00f6kning (Conjoint). Detta f\u00f6r att f\u00f6rst\u00e5 kunders k\u00f6pm\u00f6nster och bakomliggande orsaker till specifika kundsegments stagnerande l\u00f6nsamhet. Baserat p\u00e5 de kvantitativa och kvalitativa insikterna testade vi v\u00e5ra kommersiella hypoteser p\u00e5 hur man strukturerar framtida prenumerationserbjudanden i en extern marknadsstudie f\u00f6r att verifiera v\u00e4rdet i den rekommenderade l\u00f6sningen.\r\n<h3>Anv\u00e4nda kommersiella initiativ<\/h3>\r\n<img class=\"size-full wp-image-3713 aligncenter\" src=\"https:\/\/axholmen.com\/wp-content\/uploads\/2023\/04\/picture2-se.png\" alt=\"\" width=\"750\" height=\"168\" \/>\r\n<h3>L\u00f6sningen<\/h3>\r\n<ol>\r\n \t<li>En modul\u00e4r och skr\u00e4ddarsydd prenumerationsmodell f\u00f6r att tillgodose kundspecifika behov och stimulera k\u00f6p av till\u00e4ggstj\u00e4nster.<\/li>\r\n \t<li>En ny prismodell f\u00f6r att flytta kundfokus fr\u00e5n k\u00f6pta timmar till servicev\u00e4rde, inklusive priss\u00e4ttning av de nya prenumerationspaketen och kringtj\u00e4nster som kan k\u00f6pas ovanp\u00e5 dessa.<\/li>\r\n \t<li>En \u00f6verg\u00e5ng fr\u00e5n en decentraliserad till en harmoniserad och kundcentrerad f\u00f6rs\u00e4ljningsprocess, inklusive rekommendation att utveckla en ny f\u00f6rs\u00e4ljningskanal f\u00f6r att m\u00f6jligg\u00f6ra merf\u00f6rs\u00e4ljning och n\u00e5 full potential.<\/li>\r\n \t<li>En rekommendation om fokuserade churn-reduceringar och f\u00f6rv\u00e4rvskampanjer med en kort playback-period f\u00f6r att \u00f6ka potentiell konvertering, bel\u00f6na lojalitet samt stimulera merf\u00f6rs\u00e4ljning av tj\u00e4nster och frekvens till befintliga kunder f\u00f6r att driva f\u00f6rs\u00e4ljning och konvertering.<\/li>\r\n \t<li>En rabattstrategi f\u00f6r att stimulera till\u00e4ggstj\u00e4nster och \u00f6ka k\u00f6pfrekvensen och d\u00e4rmed \u00f6ka ARPU.<\/li>\r\n \t<li>En implementeringsplan p\u00e5 h\u00f6g niv\u00e5 f\u00f6r hur man operationaliserar kommersiella och organisatoriska f\u00f6r\u00e4ndringar f\u00f6r att realisera \u00f6nskad effekt.<\/li>\r\n<\/ol>\r\n<h3>Resultat<\/h3>\r\nRekommenderade kommersiella f\u00f6r\u00e4ndringar av hur kunden ska utforma sitt nya erbjudande kombinerat med definierade och detaljerade initiativ har en potentiell oms\u00e4ttnings\u00f6kning om 10% genererad av \u00f6kad ARPU, f\u00f6rb\u00e4ttrad konverteringsgrad och \u00f6kad net retention. 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