research / Customer Journey
Customer Journey
One of the most frequently requested market studies USP conducts are customer journey studies. Understanding your customers journey from orientation & inspiration all the way to services and retention are vital to increase your sales and marketing effectiveness. With more then three decades of experience conducting customer journey studies in the construction, installation and home improvement industry, we can deliver the insights and advice you need.
Tailor made
Our research is always customized to fit your needs and helps you answer your business objectives through insights and advice.
Leading industry experts
Leverage our 30+ years of expertise in the construction, installation, and home improvement markets.
Insights and advice
Our mission is to provide insights and advice, not just data.
Clients we helped with customer journey research
When you might need this?
Scenario 1
Mapping an Architect’s Journey for Premium Facade Materials
A facade solutions manufacturer notices architects significantly influence product specifications. However, they’re unclear about the touchpoints architects use to discover, research, and ultimately endorse facade solutions. By conducting a thorough Customer Journey Research, they hope to refine their outreach and sales strategy.
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What initial sources of inspiration and information do architects rely on (trade journals, online communities, industry events)?
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At which stage in the design process do architects finalize facade material choices, and what factors weigh most heavily?
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How do architects prefer to interact with technical resources (e.g., samples, digital design tools, in-person consultations)?
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What role does peer influence or recommendation from other architects play in product selection?
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Which post-specification support services (technical guidance, troubleshooting) best solidify long-term relationships?
Scenario 2
Tracking the DIY Enthusiast’s Path to Purchase
A home improvement retailer wants to enhance its omnichannel strategy. They realize the journey of a DIY enthusiast often begins with online research but may end in a physical store. They commission a Customer Journey Research to identify pain points and opportunities across digital and offline touchpoints.
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Which triggers (home renovation trends, social media inspiration, seasonal promotions) prompt a DIY consumer to start researching solutions?
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How do product reviews, comparison tools, and influencer content shape their product shortlist?
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What store experiences (helpful staff, interactive demos, easy returns) are most critical for closing a sale?
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When do customers typically seek professional advice or installation, and how do these interactions affect brand loyalty?
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How can loyalty programs or community events encourage repeat visits and advocacy among DIY enthusiasts?
Scenario 3
Optimizing the Contractor’s Equipment Purchase Journey
A power tools manufacturer suspects contractors are increasingly influenced by digital product reviews and peer forums before buying. By understanding each step—from discovering new tool innovations to finalizing bulk orders—they aim to improve the user experience and grow market share.
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Which digital channels (online forums, trade associations, manufacturer websites) do contractors trust for product information?
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What role does hands-on testing at trade shows or through sample programs play in the decision process?
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How do contractors factor in durability, warranty, and service options when finalizing a purchase?
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Do contractors prefer purchasing directly, via distributors, or through specialized dealer networks, and why?
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Which post-purchase touchpoints (maintenance tips, spare parts availability) strengthen loyalty and future sales?
Key benefits of USP for your customer journey research
Custom made insights, tailored to your needs
Every customer journey, research, and business objective is unique; we understand this at USP. Every customer journey is tailor-made to fit your needs.
B2B and B2C
USP has extensive experience conducting customer journey research, focusing on the professional and consumer markets.
Worldwide coverage
USP can conduct customer journey studies worldwide.
Wide coverage of target groups and segments
USP can cover a wide variety of segments and target groups in the construction, installation and home improvement business value chain.
Qualitative and quantitative market research capabilities
USP can conduct both qualitative (in-depth interviews, group discussions, etc.) and quantitative (CATI, online, etc.) customer journey studies.
Research topics
Every customer journey research USP conducts is unique. However, there are some elements that are frequently part of our customer journey studies.
Discovery
This stage involves how stakeholders become aware of a product or service. It includes channels such as social media, search engines, word-of-mouth, or advertising.
Research
Stakeholders explore and gather information about the product or service. This could involve visiting the website, reading reviews, comparing features, or seeking recommendations.
Consideration
Stakeholders weigh the pros and cons and compare alternatives. They might engage more deeply, such as by signing up for newsletters, attending demos, or engaging with customer support.
Decision
The point at which stakeholders make a purchase or commit to a particular product or service. This can involve factors like pricing, special offers, or incentives.
Purchase
The actual transaction occurs. This could be online, in-store, or through various sales channels.
Post-purchase
Stakeholder experience after buying is crucial. This includes onboarding, customer support, using the product, and seeking assistance if needed.
Retention
Keeping the stakeholders engaged and satisfied will encourage repeat purchases or continued usage. Loyalty programs, follow-up communications, and personalized experiences are part of this phase.
Advocacy
Satisfied customers become advocates, recommending the product or service to others through reviews, social media, or word-of-mouth.
Who benefits?
C-level professionals
Business/product development professionals
Marketing and market intelligence professionals
Investors and M&A professionals
How and where should we invest in the customer journey of our clients in order to gain a competitive advantage?
USP can map out the customer journey of your key target stakeholders and provide insights and advice on what parts of the journey need to be optimized and how.
How do our customers interact with our current products within their customer journey and what are the blind spots to be possibly filled by new product developments?
USP can investigate the current customer journey and map out any blindspots or improvement areas that are product- or service-related to provide insights and advice on new offerings that align with customer needs and preferences.
We need to track and monitor the customer journey and evaluate the success of initiatives and improvements over time.
As an internationally operating market-specialized research agency for the construction, installation, and home improvement markets, USP can conduct regular customer journey studies and assist with defining and measuring key KPI’s based on the customer journey.
How is the company of interest performing when it comes to customer retention and advocacy?
USP can help you determine how the company of interest performs in the total customer journey or parts of it. We can benchmark how this performance relates to other stakeholders and offer guidance on how well the company of interest performs.
Our customer journey experts
Dirk Hoogenboom
Manager Sales & Marketing
Maja Marković
Team Leader | Consultant
FAQ
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Can USP benchmark the results of a customer journey with competitors and/or similar industries?
Yes, as a specialized market research agency specializing in the construction, installation and home improvement market segments, we can benchmark the results of your customer journey research with results from adjacent or relevant industries and, depending on the research set-up, also with direct competitors.
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What type of methodology does USP use when it comes to customer journey researches?
This depends of course on your wishes and the feasibility of the fieldwork. In many cases, B2B target groups in the construction and installation market segments don’t respond well to online research. Furthermore, the availability of online panels for target groups like contractors, installers, painters and so, is very low and typically of low quality. This is why USP frequently runs B2B customer journey studies via phone to ensure representativeness and the highest quality of results. This is the case for both qualitative and quantitative studies. For B2C target groups, online research is a much more viable option.
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Can USP run customer journey researches in multiple countries at the same time?
Yes, one of the added values of working with USP, besides our three decades of experience in the construction, installation and home improvement segments, is that we can run our research projects in multiple countries simultaneous utilizing the same methodology and questionnaire (of course in native languages).
What our clients say about us
Federico Itri
Associate Commercial Excellence Manager EMEIA at ASSA ABLOY Opening Solutions
We have a really good cooperation with USP, always great to do research projects together.
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