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Förbättring av försäljningsprocessen vid leverans av kundanpassade system genom processanpassning: En fallstudie av försäljningsprocessen hos Aptilo Networks AB
2015 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis has studied the sales process for delivery of customized systems. The thesis studied sales that focus on satisfied customers. In such an environment the customer’s perception of quality is dependent not only on the quality of the delivered product, but also on how well the sales people have identified the customer’s desired adaptations of the product and communicated these adaptations to the delivery department. The sales process has been looked at through a holistic perspective. This means that the sales activity is seen as a process that starts in the initial contact with the customer and ends when the delivered product is put in to use.In the thesis it is assumed and motivated that the quality of the delivery is influenced by whether or not the sales work following an established and thorough sales process. Two parts of this has been studied. The first part is how well the sales process set up by the management follows established processes and the second part is to what degree the sales process is used in the actual sales work.In the study it is also assumed that an understanding of the gaps between the different processes gives an important indication as to the areas of the sales process that a company should give extra thought to when establishing their own sales process. A larger empirical study at several companies would be of great interest, however because of the time constraints a singular deep case study has been performed. The company chosen for the case study is Aptilo Networks AB (, which during the year 2012 delivered customized systems for the management of mobile data services. One example of a product delivered by Aptilo Networks AB is the public Wi-Fi available at Kastrup Airport in Copenhagen. The sales process that was used by Aptilo Networks AB during 2012 was based on the Stage-Gate®-process.Three established sales processes were studied in the thesis. After that the sale process set up by the management at Aptilo Networks AB was studied. Finally the actual sales process used by the salespeople at Aptilo Networks AB was mapped using interviews, observations and internal documents. In order to determine the differences between the processes they were analyzed using gap analysis. This resulted in a list of gaps and suggestions for improvements that matched the gaps.The most crucial suggestions for improvement were the following;•To include marketing in the sales process.•To clearly define, document and communicate the boundaries of responsibility in the sales process.•To set up clear routines for the handover between sales and delivery steps in the process.•The sales personnel must be held responsible for the product during delivery and use, and ensure that the delivered customizations live up to what was sold and to the customers’ expectations.•To follow-up each sale from a customer satisfaction perspective and use that knowledge to improve the sales process in what is known as a learning organization.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Försäljningsprocess, försäljning, processförbättring, kvalitet, Stage-Gate, Gapanalys, kundnöjdhet
URN: urn:nbn:se:ltu:diva-42160Local ID: 038107db-0a6a-4d0c-9792-4ed7c004ae11OAI: diva2:1015377
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Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20150131 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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