Understanding customer / contractor experience and behavior while procuring home materials
Objective
- Evaluate customer/contractor experience with the client while procuring various building & home materials
Methodology
- Visited two major clusters, one each in North and West India, and conducted in-depth interviews (N = 25) with both existing and churned out customers/contractors who have procured building materials from the client in the past
- Conducted in-depth interviews (N = 20) with Direct Selling Agents (DSAs) to identify product and process level differentiation with the competitors
- Visited competitors’ outlets/shops (N = 15) in both the geographies to understand their product selling approach, channel preferences, etc., taken by them
- Created customer/contractor journey from need generation to channel identification and procurement to delivery process and the pain points faced in between
- Identified gaps in the value chain faced by the contractor/customer while procuring the building materials
Impact / Outcome
- Suggested areas of improvement recommended across both the geographies and approved for implementation by the management team