Case Study

Customer Research to Develop Marketing Strategy for National Highways Contractor

Share via:

Leading Edge embarked on a collaboration with a national highways maintenance contractor, aiming to refine their marketing strategy. The primary focus was to align the contractor’s business operations with customer needs and perceptions, with a particular emphasis on elevating customer service as a core organisational value.

Research Objectives and Methodology: In-Depth Customer Feedback

The project’s goal was to collect comprehensive customer feedback to improve the contractor’s understanding of their service performance and identify key areas for improvement. To achieve this, Leading Edge conducted 130 detailed telephone interviews with a diverse group of key people, including Managing Directors and operational personnel. This approach ensured a wide-ranging perspective on the contractor’s performance, providing insights into various aspects of customer service.

Insights and Impact: Shaping Operational Strategies

The feedback obtained from these interviews was valuable in shaping the contractor’s operational plans. It pinpointed specific areas for service enhancement and established benchmarks for tracking ongoing service performance. Furthermore, a comparative analysis of performance across the contractor’s different operating companies revealed valuable learning points, fostering a culture of shared best practices and continuous improvement within the organisation.

Conclusion: Refocusing on Customer-Centric Service

As a result of this project, there was a significant shift in the contractor’s approach to customer service. The insights gained led to the development of a more customer-centric operational model, firmly positioning customer service as a key strategic priority and a fundamental value of the company. This strategic realignment not only enhanced the contractor’s service delivery but also strengthened their market position.

Discover Services

Our research services are designed to support a wide range of strategic objectives, from exploring potential opportunities in new markets, evaluating your current or prospective product/service offerings, enhancing customer experiences, to redefining your brand's positioning.

Discover Downloads

These free resources are meticulously designed to guide you through the intricacies of market research in the construction, building products and environmental & energy sectors, offering strategies and techniques proven to yield results.
By clicking download, you agree to be added to the Leading Edge customer database and agree that Leading Edge may contact you by email. You can opt-out at any time by contacting us.
Download Form

By clicking download, you agree to be added to the Leading Edge customer database and agree that Leading Edge may contact you by email. You can opt-out at any time by contacting us.