Who is your customer?
When mapping out a customer journey, the first step is always to identify who is actually ‘the customer’. Understanding the full decision-making process (key decision makers and other influencers) is something our customers often struggle with, as it is often not very obvious.
Construction and installation projects are often subjected to brand and product specifications, meaning that various stakeholders (like contractors, architects, engineers and principals) are involved in this complex decision-making process. The decision-making dynamics are likely to differ between renovation and new-build, big and small projects, residential and non-residential, and furthermore between countries, segments and products.
Being the market specialist for the B2B and B2C construction, installation and home improvement industries, USP knows best who and how to target. This ensures that the journey maps out the most relevant audiences.