Construction Materials Company Drives Growth Through Improved Customer Experience

A construction materials company wanted to drive growth through improving its customer experience among its customer base of industrial manufacturers and installers.

The Challenge

Researching a highly technical audience

The construction materials company saw an opportunity to grow its market share through improved customer experience among industrial manufacturers and installers. Since this was a niche audience with highly technical products, it needed a B2B market research agency experienced in construction market research.

Our Approach

Qual-quant study to measure customer experience

Werk Insight, a B2B market research company, designed a customer experience program that would help the construction materials company to achieve its strategic objectives over the long term.

In an initial kick-off meeting, we aligned with senior leadership on the strategic objectives for the CX tracker. This led to the formation of a cross-functional “CX team” that would be responsible for acting on the research findings. We conducted a series of stakeholder interviews with sales and marketing teams to map the customer experience.

These qualitative insights informed the design for a quantitative pulse study to track customer experience based on key CX metrics. The study measured satisfaction across all areas of the customer journey and determined where to focus by prioritizing the most impactful pain points and needs. In addition, it measured the importance of customers’ stated needs and latent needs. We conducted online interviews with hundreds industrial manufacturers and installers.

The Insight

CX tracker drives revenue growth

The CX tracker was used by the construction materials company to demonstrate the impact of customer experience initiatives on customer satisfaction, spend and churn. Using advanced analytics, we calculated how much of customer spend and satisfaction was within the company’s control, which helped to set clear KPIs. The insights were used by the CX team to pinpoint opportunities for improvement and efficiently allocate resources. This helped the construction materials company to drive an increase in revenue growth among industrial manufacturers.