Customer Development Research for a BPM solution
I was working as head of consulting department in a consulting agency and led a project for our customer who wanted to launch and new BPM solution to the market. We were hired to help them define customer segments and value propositions for their solution. During the project, we conducted research to understand why and how customers choose BPM solutions.
Situation Background
Our customer wanted to empower their sales team with the knowledge about why and how Medium Enterprises choose BPM solutions. They needed this information to better position their new solution to the market. This included clearly and concisely worded messages for their sales staff to use in their communications with customers.
Task
Our consulting agency was hired to deliver insights about customer segments and set up lead generation and sales processes to hit the owner’s revenue goals. I led the whole project, managed the work of our team, and designed and conducted the required research.
Action
One of the approaches we had chosen was to conduct Customer Development research to get first-hand information from customers who purchase BPM solutions. So we built the initial hypothesis, defined the possible customer segments, created an interview script, and interviewed 12 customers to understand the Why and How behind their purchasing process.
Result
At the end of the Customer Development Research phase, we gathered and documented all the findings, recommendations, and scripts to hand over to the customer:
- In-depth understanding of the customer segments
- Value proposition enriched with the customer’s voice
- Precise, rich definition of customer needs and pains
- Sales scenarios, specific welcome, and sales scripts for the sales staff
