Understand customer journey for a polymer manufacturing firm, specifying key pain points and improvement areas
Objective
- A mid-sized polymer manufacturing firm wanted to understand the decision-making process for polymer vendor selection, their key pain points with a view to improve customer experience and retain customers.
Methodology
- Conducted in-depth interviews (N = 40) with procurement managers of end-use clients of polymer manufacturing firm to understand key considerations going into making decision regarding polymer vendor, key vendor selection criteria, purchase and usage experience, and pain points.
- Conducted in-depth interviews (N = 15) with procurement managers of end-use clients of competitor polymer manufacturing firms to understand key considerations going into making decision regarding polymer vendor, key vendor selection criteria, purchase and usage experience, and pain points.
- Conducted in-depth analysis to understand key pain points of customers, and how client can offer a value proposition to solve for the pain points and provide superior customer experience.
- Conducted quantitative survey (N = 50) with small and mid-sized clients of competitor firms on a quarterly basis to understand relative NPS, strengths and improvement areas
Impact / Outcome
- Client understood customer journey including decision making process in detail and was able to tweak value proposition to provide superior customer experience.