21 February 2022
What was the challenge?
Our client approached us to gather deeper insights and understanding of their customers beliefs, needs and wants. As Sto Scandinavia is active in the construction industry as a producer for facades, plastering, interior, floors and concrete, they are not only facing highly complex decision processes, but also various customer groups with different interests and needs. Thus, it becomes crucial to understand their distinctive differences, in order to enrich internal data and develop individual strategies to be able to faster identify where their customer is in their decision process based on their behavior.
How did we tackle it?
We approached this case by undertaking an in-depth analysis. The central tool in doing so is a qualitative interview study, where we talked to customers and non-customers from the industry. In practice, customers are architects, real estate developers, construction companies, and more. To get the best possible insights, our focus was not only to find answers on What do you do? but also How do you do that? and especially Why do you do that?.
As a result we presented a comprehensive view on every stakeholders incentives, interests, needs and expectations, how these interfere with each other and how the stakeholders themselves interfere with each other.
What did we do differently?
However, throughout the research process we quickly understood that our client would benefit even more from analyzing the decision making process. Particularly, this meant that we did not only analyze direct touchpoints with material suppliers, but rather what and who affects their decision making. In this case, this was a combination of other stakeholders, policies and policymakers, technical tools and opportunities as well as existing relations with suppliers.
This gave us a Big Picture perspective and enabled us to identify new opportunities for our client, based on new insights on specific activities that actually create value throughout the process of choosing material and its supplier.
We found different dependencies between all stakeholders, and common as well as unique interests that eventually affect material choice and thus, in addition to silo customer journeys, could present a more in-depth analysis and comprehension. Hence, our analysis serves as a handbook filled with new insights that our customer can use to apply more segmented market communication in order to increase their market share and customer satisfaction.
As a next step, one can use this customer journey as the optimal groundwork to lift this project to the next level. In particular, we now know what action can trigger which activity, and by knowing this we are able to build a customer journey in real time where actions and feedback is collected at different touchpoints. This is what we at Stratlab call Smart cx. In other words, we want to use the results from a customer journey and transform this information into automated actionable insights.
Thereafter, we can use this information to build data based marketing and sales strategies, rather than strategies based on gut feeling.
Let us know how we could help you on the journey on becoming truly data driven at firstname.lastname@example.org