The objective of this study was to examine how customers purchase complex
industrial solutions in mining industry, and what kind of value they perceive
during different phases of the solution life cycle. In addition, a systematic method
for understanding customer value was developed, which can be applied for other
company’s offerings as well. The method includes step-by-step instructions for 1)
the collection of customer value data and 2) implementation of the findings.
The theoretical part of the study focuses on solution and customer value literature
in business-to-business markets. In this study qualitative embedded multiple-case
study was used as a research method. The primary data was collected through indepth
interviews in two market areas and by participating in customer meetings
as an external observer.
The results show that there are two ways of buying solutions that needs to be
treated individually. Customers prefer to buy solutions from engineering
companies as they think that suppliers still need to work on their solution
capabilities. Therefore, Outotec should focus more on marketing itself as a
solution provider. Customers buy solutions that create the most value with the
lowest risk and they need to be supported throughout the solution lifecycle.
References that demonstrate previous experience are the most effective way to
reduce customers’ risk. However, the customer-perceived values and challenges
differ between the market areas, and thus, suppliers should have divergent
strategies for specific market areas.