Mapping the Architects decision journey

One of the world’s largest building materials manufacturers asked us to undertake a review of the customer journeys for one of their marketing segments. These customer journeys have been used to build a customer-oriented strategy for marketing, service and product development.

We developed a qualitative research plan, selected different types of architects and conducted in-depth interviews to analyse the many touch-points that influence their design and build journey.

Our proposal has helped the company evaluate their service-related processes and propositions and make a savings across the business by stopping costly yet ineffective marketing efforts while focussing on propositions that matter. By providing their customers with the services they find most useful, the company will benefit from newfound brand advocates.