Value proposition deepened customer understanding

When wishing to launch a product in a new market, you need both information on what would get customers to change their current tools and a value proposition that stands out. Visma Public Ltd solved this challenge with Gofore.

“We wanted to find out if there is room for our services in a market that is new to us, and if so, in which segments, and with what kind of a service portfolio and message we should enter it,” says Jari Kontkanen, Business Area Director responsible for payroll administration and HRM solutions at Visma Public Ltd.

The market for HRM and payroll administration systems is mature and full of competition. Nearly all organisations already have the related tools, and changing them is not an easy task. At the same time, the industry is being shaken by strong driving forces and suppliers are required to continuously develop.

In order to understand which current problems or future challenges require a solution that would make customers seriously consider switching to a new partner, Kontkanen and his team wanted to seek support from an external expert.

“For a long time, we have been doing great work in understanding our customers. Now we needed to shake things up a little bit and get some new perspective.”

Kontkanen is very pleased with both the methods used and the results achieved. “Throughout the process, we had a shared idea of what we were doing and why. The customer’s activities, problems, concerns and wishes were a good starting point for working out the value proposition.” The results are valuable, regardless of whether Visma decides to enter the new market or not.

“The most valuable information for us was the triggers for partner switching and finding out whom our message should be directed to. We have already utilised this in developing our services and marketing.” Kontkanen also gives credit to Puisto’s and Kinnunen’s unprejudiced and compelling approach to work as well as the concrete ideas, propositions for measures, and recommendations that resulted from the work.

“Minna and Maiju were absolutely excellent. We would have never achieved this result on our own.”