A brick manufacturer wanted to develop an 'added value approach' to its house builder customers.

Solution

Competitive Advantage conducted research amongst house builders to understand the issues of concern to them, not just in the purchase and use of bricks, but in all aspects of the business.

Initially face to face interviews were conducted with leading decision makers. This gave an indication of the issues of importance and allowed a structured interview questionnaire to be developed. An extensive telephone survey was then conducted. This was structured in such a way that respondents gave their views without prompting. If previously identified issues were not covered they were prompted to give their views on these.

Reporting consolidated the information into the key issues, and recommended actions that could be taken. This information gave a good understanding of the issues facing the Housebuilders from which the manufacturer could start to look at how they could change the way they did business in the sector to make it easier for their customers.

Benefits

By looking at issues beyond the supply and use of bricks the manufacturer was able to identify areas where they could help the house builder, many of which would not have occurred to their customers.

The sales team also had a better understanding of their customers and individual issues could be followed-up to improve service or increase sales.