Commercial Customer Journey Mapping for Manufacturing & Construction Company

The Challenge

A large manufacturing and construction company was focusing on the expansion of their commercial business and seeking to discover customer-driven insights to impact new offer development as well as develop a repeatable approach to document the customer experience that can be extended to other vocations and market segments to fuel strategic growth. Specifically, this client wished to research and map its customer experiences and journeys, to provide an example for the organization to follow and deploy more broadly in the future.

The Solution

Gold Research deployed its customer journey mapping solution to fulfill the client’s desired business and research objectives. As part of our solution, we executed the following three-phase approach:

Phase 1: Development of Customer Journey for Hypothesis and Testing

• Based on the client’s existing research and Voice of the Customer (VoC) data from existing customers, we created “hypothesis customer journeys”. These were validated and refined in an on-site workshop with different department leads to identify research gaps to be completed during Phase 2 research

Phase 2: Qualitative and Quantitative Customer Research

• In this part of the study, the hypotheses identified were explored and vetted in a research study among a sample of customers and non-customers from the target vocations through in-person discussions and phone interviews.

Phase 3: Commercial Customer Journey Maps, Improvement Roadmap, and Activation Workshop

• Insights from phases 1 and 2 were used to create professional customer maps showing the journeys through the customer’s perspective. We created differentiated journey maps (for each vocation) highlighting different paths that customers experience (based on size or different needs).
• Customer journey maps, research results, and all improvement roadmap recommendations were discussed in an interactive activation workshop with client leaders from different departments.

All planned research was developed and executed within 60 days.

The Results

By leveraging Gold Research’s customer journey focused approach, this client received:

• Customer journey maps that highlighted key touch points, and pain points.
• Experience improvement road maps with “moments-of-truth” that most impacted customer experiences.
• A repeatable process template for conducting future customer experience assessments.

Within six months of incorporating our recommendations, this client reported:

• 50% reduction in customer/revenue attrition
• 45% improvement in revenues through the work, based on increasing revenue per customer
• 40% more improvement in word-of-mouth that make advertising and promotional budgets more effective.