Customer journey understanding among SMEs – the challenge
Beehive were challenged with devising a programme to understand the customer journey among SMEs of purchasing business services. The challenge was made more difficult due to the target audience who were B2B executives, both customers and prospects, who typically are harder to interview. The research needed to define the market size, test a number of concepts and potential new product developments as well as understanding the decision making process.
By devising a mixed methodology programme we were able to answer a broad range of objectives. The programme involved a B2B omnibus, in-depth telephone interviews and an online quantitative study among customers, lapsed customers and prospects. The research was conducted in phases, with each one informing the next thus enriching the programme and building upon knowledge already learnt.
And the benefits were…