# B2B Customer Journey Mapping for Manufacturing & Construction Company

Presented by [GOLD RESEARCH INC](/content/company/Gold-Research-Inc/index.html)

## Challenge

**Immediate pain point:** The client lacked a repeatable, customer-driven way to map journeys—putting its commercial expansion at risk of developing offers that don’t meet customer needs.

We understand the pressure: a large manufacturing and construction company was accelerating its commercial business expansion and needed clear, actionable customer insights. The trigger for this research was leadership’s request for a worked example—an evidence-backed customer experience map and a repeatable approach that could be extended to other vocations and market segments to fuel strategic growth. The work required credible market research and a practical method the organization could deploy broadly.

In short: How do you research and map customer experiences so the findings directly shape new offer development and create a scalable, repeatable customer-journey framework the whole organization can adopt?

## Proprietary solution

**Key differentiator:** Hypothesis-driven customer journeys validated in an on-site cross-department workshop — this focused approach directed research toward real gaps and accelerated commercial activation.

**First** we synthesized the client’s existing research and Voice of the Customer (VoC) data to build hypothesis customer journeys, then validated and refined those hypotheses in an on-site workshop with department leads.

**Next** we executed qualitative and quantitative customer research to vet hypotheses among a sample of customers and non-customers in target vocations using in-person discussions and phone interviews.

**Finally** we created differentiated commercial customer journey maps (by vocation), an improvement roadmap, and ran an interactive activation workshop to align client leaders on priorities and next steps.

**Proprietary methods & methodologies:**

1. Hypothesis customer journeys (VoC-driven)
2. Differentiated journey maps by vocation/segment
3. Activation workshop to convert insights to roadmap
4. Qualitative & quantitative research: in-person discussions and phone interviews

## Result

**50% reduction in customer/revenue attrition within six months.**

1. **50% reduction in customer/revenue attrition**
2. **45% improvement in revenues via increased revenue per customer**
3. **40% improvement in word-of-mouth**

These outcomes were delivered via Gold Research’s customer-journey approach: customer journey maps highlighting key touch points and pain points, experience improvement roadmaps with prioritized moments-of-truth, and a repeatable process template for future assessments. Business impact: lower churn increases customer lifetime value, reduces acquisition pressure, and makes marketing and promotional budgets more effective—directly improving ROI for decision-makers.

**FAQ**

1. **How quickly were results delivered?** Within 60 days.
2. **What was the ROI?** The client reported a 45% increase in revenues (via higher revenue per customer) alongside a 50% reduction in attrition, driving meaningful ROI.
3. **Was the method scalable or replicable?** Yes—Gold Research delivered a repeatable process template for future customer experience assessments.