The route to building a competitive advantage in the construction industry

The route to build­ing a com­pet­i­tive advan­tage in the con­struc­tion industry

Sarah West­wood, Cre­ative Strate­gist, Our Design Agency, dis­cuss­es how busi­ness­es in the con­struc­tion indus­try can build a com­pet­i­tive advan­tage and encour­ages them to think about how cus­tomers are expe­ri­enc­ing their brand in the real world.

These days it’s very tough to gain com­pet­i­tive advan­tage in the con­struc­tion indus­try. Intense com­pe­ti­tion means that most brands are on a lev­el play­ing field.

So, do you keep doing what you’ve always done? Or do you take a deep breath and ask big­ger ques­tions about how cus­tomers are expe­ri­enc­ing your brand and, cru­cial­ly, how you can improve that experience?

A new perspective

This broad­er view frees our minds. It helps us to chal­lenge our assump­tions and embrace new ways of think­ing. For exam­ple, instead of clus­ter­ing propo­si­tions for tar­get audi­ences’, we resolve to get clos­er to the indi­vid­ual cus­tomer experience.

Delv­ing more deeply into cus­tomer expe­ri­ence means embark­ing on a jour­ney with an open mind. Until you begin this jour­ney you can­not be sure where it will take you. You dive into the rab­bit hole, where you just might find a com­plete­ly bril­liant but unex­pect­ed truth.

Look at BUILT/, the start-up builders’ mer­chant from Travis Perkins Group, cre­at­ed for an emerg­ing breed of builders who have adopt­ed the pro­gres­sive mind-set of the mod­ern ser­vice indus­try. These builders seek to elim­i­nate inef­fi­cien­cy. As they wait in a long queue at the builders’ mer­chant they’re not appre­ci­at­ing the point-of-sale mate­ri­als telling them about in-store offers, they’re look­ing impa­tient­ly at their watches.

The solu­tion from Travis Perkins is BUILT/ build­ing sup­plies on demand, which val­ues cus­tomers’ time as much as their mon­ey. Effi­cien­cy is evi­dent through every cus­tomer inter­ac­tion. In Lock and Load for exam­ple, cus­tomers order sup­plies online and dri­ve up to the load­ing bay where a team, behav­ing more like a motor-rac­ing pit crew, quick­ly loads up the goods to get the cus­tomer back on-site sooner.

BUILT/ is a brand that’s clear­ly thought hard about the cus­tomer expe­ri­ence. It offers a solu­tion that cre­ates real val­ue for the cus­tomer and builds com­pet­i­tive advan­tage and brand pref­er­ence. It dri­ves rev­enues by retain­ing cus­tomers who are will­ing to pay extra and even become brand advocates.

In the age of social media, cus­tomers with a good expe­ri­ence tell nine peo­ple; those with a bad one tell 16. Get­ting it right first time has nev­er been more important.

Time to begin the journey

Once you’ve tak­en the plunge and embraced this broad­er view, you begin to see every inter­ac­tion you have with a brand in terms of the cus­tomer expe­ri­ence. And once you’ve tak­en this step, you’ll nev­er see the world the same way.

Per­haps it’s time to start ask­ing whether there’s an oppor­tu­ni­ty here for your brand. Are there ways you could improve your cus­tomer expe­ri­ence? Only you can decide.

Check out the full the arti­cle online

14 Jun 2018 | Sarah Westwood