Home Solutions Customer and Supplier Journeys

Customer and Supplier Journeys

Understanding purchase-to-pay journeys to identify various touch points, pain points and pinpoint hidden nuances while selling a product / service

Awareness Sale & purchase Usage

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Customer and Supplier Journeys

What are the main touch points in customer journey across different product categories?
How does the customer journey originate (digitally, own sales team, agent, etc.)?
How is the experience with the customer support across different banks / FIs?
What was the level of dependence on the bank / FI personnel across different touch points?
What are the specific pain points and areas for improvement at different touch points?
What is the level of satisfaction on different touch points during the journey?

Relevant Case Studies

Understand CT scan needs of established standalone diagnostic labs, government hospitals, large hospitals, medical institutes, small and medium hospitals, small standalone diagnostic lab
Opportunity analysis in supply chain financing for building & home materials
Customer & supplier journey mapping for an online cosmetics platform
Detailing the customer and supplier journey for a vertical-specific SaaS company in logistics
Conducting a qualitative ethnographic research to understand farmer, dealer & aggregator journey in purchase and sale of exchange tractors
Analysing process journey for a 3PL player
Opportunity analysis in supply chain financing
Analyze needs and pain points across the supplier journey of restaurant partners for an online food delivery aggregator
Market assessment of AI based construction start-up
Reducing the pre-delivery returns of a major B2C e-commerce players in India
Evaluate the needs and pain points of teachers using specific EdTech platforms
Understand customer hotel booking behaviour and preferences key selection criteria
Understanding pain points and hidden nuances from the perspective of buyers as well as sellers
Understanding the supplier value proposition of social commerce platform

Understand CT scan needs of established standalone diagnostic labs, government hospitals, large hospitals, medical institutes, small and medium hospitals, small standalone diagnostic lab

Objective

Client wanted to assess the current value CT scan market and the customer segment to target their specific needs and pain points

Methodology

Held 150+ primary conversations with customers from established standalone diagnostic labs, government hospitals, large hospitals, medical institutes, small and medium hospitals, small standalone diagnostic lab
Found out the key purchase criteria and latent needs of the customers
Found out the market size and market attractiveness of the segment for the client

Impact / Outcome

Identified five customer personas and enabled which helped the client to understand the customer segment well and the needs which they can cover

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Opportunity analysis in supply chain financing for building & home materials

Objective

Client wanted to assess the opportunity in providing credit to the supply chain participants in the building & home materials market

Methodology

Conducted in-depth interviews (N = 30) with various distribution channel partner (Building & home materials products) including authorized dealers, distributors, retailers, and agents
Identified the channel partner behavior of the various home & materials products – margins, credit usage, and credit partners involved in the system
Conducted in-depth interviews (N = 15) with credit managers and branch managers of various banks, NBFCs, and digital lenders
Identified and benchmarked various products available to the channel partners fulfilling their supply chain financing need
Mapped loan products available with the credit usage and identified gaps in the system due to which building & home material channel partners looks for local money lenders

Impact / Outcome

Devised potential opportunity for the client suggesting starting with supply chain financing although they can face difficulty in getting cash credit from banks

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Customer & supplier journey mapping for an online cosmetics platform

Objective

The client, a leading global private equity firm, wanted to understand the journey and navigational trends for both the customers and suppliers on their platform along with touch points and pain points

Methodology

Conducted in-depth interviews (N=30) of customers to identify the different customer personas, the touchpoints (online / offline) along with the major challenges they faced
Conducted in-depth interviews (N=25) of vendors onboarded on the platform to understand their onboarding experience and sales experience including inventory management and pricing
Compared and benchmarked customer experience across leading (N=5) online cosmetics platforms

Impact / Outcome

Client was provided with deep understanding of the points of improvements along the entire journey for increased vendor and customer satisfaction

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Detailing the customer and supplier journey for a vertical-specific SaaS company in logistics

Objective

A vertical-specific SaaS company wanted to gain a deep understanding of the journey of platform stakeholders and understand the touchpoints to create value in the current product

Methodology

Conducted in-depth consumer interviews (N=40) across 8 sub-segments of the logistics industry for establishing different customer personas and outlining of their journeys
Conducted in-depth competitor interviews (N=12) across existing players to understand the value proposition and target segments of these players
Mapped detailed journeys for stakeholders based on user requirement, touchpoints and additional value which can be delivered

Impact

Client could clearly identify the journeys of the target customer segments to make necessary adaptions based on nature of use
Client launched a more user-friendly and intuitive platform to deepen account relationships

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Conducting a qualitative ethnographic research to understand farmer, dealer & aggregator journey in purchase and sale of exchange tractors

Objective

An Indian tractor manufacturing company wanted to understand purchase and sale journey of farmers, dealers and aggregators in order to create a superior digital experience with its exchange tractor discovery app

Methodology

Conducted in-depth interviews of farmers (N = 30) & quantitative survey (N = 50) to understand farmers’ digital persona, key purchase criteria, decision making process, discovery and purchase experience, and key gaps in experience
Conducted in-depth interviews of tractor dealers (N = 20) & quantitative survey (N = 30) to understand dealers’ digital persona, channel of business, sourcing mix, sale and purchase experience, and key pain points
Conducted in-depth interviews of exchange tractor aggregators (N = 20) & quantitative survey (N = 40) to understand aggregators’ digital persona, key requirements, sale and purchase experience, key pain points, and suggestions of value-added services
Analysed responses from farmers, dealers and aggregators to recommend key initiatives to meet service gaps and provide overall superior digital sale and purchase experience.

Impact / Outcome

Helped client understand sale and purchase journeys of stakeholders, both physical and digital, their key requirements and pain points, to create a seamless digital experience, driving better engagement and higher usage.

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Analysing process journey for a 3PL player

Objective

An upcoming logistics player wanted to benchmark the process journey of last mile logistics providers

Methodology

Conducted in-depth consumer interviews (N = 50) in 2 weeks across 7 cities (mix of metro, tier-1) to understand purchase journey for different use-cases
Conducted in-depth partner and seller interviews (N = 25) to understand supply process?
Mapped complete 3PL supply process across the value to understand process dependencies and pain points
Carried out benchmarking across key competitors

Impact / Outcome

Client understood customer and partner journey for last mile logistics and understood the dependencies and pain points for all stages of the journey

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Opportunity analysis in supply chain financing

Objective

Client wanted to assess the opportunity in providing credit to the supply chain participants in the maintenance, repair, and operations (MRO) product market
They wanted to identify the operating leverage in the same and the usage of technology by the channel partners

Methodology

Conducted in-depth interviews (N = 100) with various distribution channel partner (MRO products) including authorized dealers, distributors, retailers, and agents
Identified the channel partner behavior of the various MRO products – technology usage, margins, credit usage, and credit partners involved in the system
Conducted in-depth interviews (N = 20) with credit managers and branch managers of various banks, NBFCs, and digital lenders
Identified and benchmarked various products available to the channel partners fulfilling their supply chain financing need
Mapped loan products available with the credit usage and identified gaps in the system due to which MRO channel partners looks for local money lenders

Impact / Outcome

Devised potential opportunity for the client suggesting starting with supply chain financing although they can face difficulty in getting cash credit from banks.

Let's talk

Analyze needs and pain points across the supplier journey of restaurant partners for an online food delivery aggregator

Objective

An online food aggregator wanted to understand the needs and pain points of its restaurant partners

Methodology

Conducted in-depth interviews with restaurant owners/managers (N = 75) across metro cities in India to understand pain points across the supplier journey
With detailed analysis and latent needs based on discussions, identified whitespaces and addressed pain points for the client for engaging with the restaurant partners

Impact / Outcome

The client was able to understand the pain points and latent needs of restaurant partners across business operations

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Market assessment of AI based construction start-up

Objective

A leading conversational messaging platform wanted to understand the sentiments of the customers and the suppliers through their respective journeys

Methodology

In-depth interviews (N = 30) with 2 Target companies’ suppliers to understand the value proposition, pain points, brand awareness, customer stickiness, tech adoption, customer support, etc
Conducted customer surveys (N = 50) to understand the quality, availability, pricing, and payments, consistency, category depth, customer support, etc

Impact / Outcome

Successfully provided client with a deep understanding of customer and supplier behavior, major drivers, pain points with the help of mapping their journeys

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Reducing the pre-delivery returns of a major B2C e-commerce players in India

Objective

A major e-commerce B2C company wanted to reduce the pre delivery returns of the company
Understand the root causes of problem and suggest suitable action points for the same

Methodology

Conducted a customer survey (N = 1,000) and IDIs (N = 158) with different customers, sellers, delivery boys, warehouse managers, competitors and internal stakeholders to analyze the root causes of RTOs and their estimated sizing
Analyzed best practices implemented around the industry
Evaluated action points that can be implemented to reduce the RTO% of the company

Impact / Outcome

Successfully provided the client with a deep insight into the main drivers of RTO, a comprehensive understanding of the size of each root cause and the subsequent action points for the company

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Evaluate the needs and pain points of teachers using specific EdTech platforms

Objective

Client wanted to understand the usage journey of teachers using online EdTech platforms in terms of user experience, course upload, test monitoring, student management, etc.

Methodology

Conducted teacher interviews (N = 40) who were using online teaching platforms to gather insights around the online teaching journey and understand key pain points across critical steps
Based on the articulation of pain points and needs of teachers, the priority segments for the feature request and latent needs were identified
Understood best practices being followed by competitors (online) and other unaddressed requirements from teacher's everyday experiences during traditional coaching (offline) classes

Impact / Outcome

Client understood in detail the teacher’s needs and preferences for using online teaching platforms
They were also able to understand the teacher's journey, challenges, and how the services providers are addressing them

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Understand customer hotel booking behaviour and preferences key selection criteria

Objective

An investment firm was looking to understand customers’ journey while booking a short-stay through budget hotel aggregators

Methodology

Conducted a quantitative customer survey (N = 150) amongst users of key competitors to capture detailed insights on respondent demographics, source of awareness, booking pattern, preferences and satisfaction with the brand
Conducted detailed qualitative customer discussions (N = 20) amongst users of market leaders to understand their booking experience, satisfaction and need gaps
Triangulated the insights to arrive at booking patterns and behaviours across budget hotel aggregator brands by town class

Impact / Output

Client was able to understand the key differentiators between top-2 market leaders and identify key differentiators in the customer experience with both

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Understanding pain points and hidden nuances from the perspective of buyers as well as sellers

Objective

Evaluate customer experience on the platform across the industry and identify areas of improvement
Develop understanding of customer thought-process, preferences, and perceived quality of delivered services

Methodology

In-depth interviews (N = 30) with 2 Target company sellers and customers split by product categories, etc. to understand the value proposition, pain points, brand awareness, customer stickiness, tech adoption, customer support, etc.
Conducted customer surveys (N = 50) to understand the quality, availability, pricing and payments, consistency, category depth, customer support, etc.
Conducted web scrape for various platform across 5-6 categories

Impact / Outcome

Suggested areas of improvement recommended for improved navigational trend around the platform and better differentiating factors among various players in the market.

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Understanding the supplier value proposition of social commerce platform

Objective

An investment firm wanted to understand the value proposition of a leading social commerce platform for suppliers

Methodology

Conducted in-depth qualitative interviews (N = 13) to understand needs met by target vs competitors
Understanding unique propositions of target for product suppliers
Analyzing validation of economics and Lead-to-order process
Evaluating key pain points and future outlook towards target vs competitors

Impact / Output

Client was able to get a detailed understanding of the different archetypes of suppliers, how they choose a platform, the channels they use, behaviour – frequency, continuity, product categories etc

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