Situation/Objective: A global manufacturer of capital intensive (over $1MM) ventilation equipment sold
to the power and petrochemical industries needed to better understand their customers’ needs at every
step of their purchase journey, which can range from a few months to a few years. The client also wants
customer feedback on how well they are meeting those needs.
Action: Conduct over a dozen one-on-one in-depth interviews via zoom with Procurement Managers,
Buyers, Engineers, and Project managers at customers, EPCs (Engineering, Procurement, and
Construction companies), and OEM’s. Develop multiple journey maps that outline customer needs and
players at each step of the customer purchase journey.
Result: The client has a clearer understanding of customer needs; how well they are meeting them; and how
to align resources to meet customer needs at each step in their purchase journey.