ClientA global forest products manufacturer
SprintAn 8 to 10 week sprint
Fieldwork37 interviews across 8 markets
Customer Experience
The customers who specify you and never buy from you
Architects and structural engineers decide whether timber gets specified. None of them buys from the manufacturer, so none of them appears anywhere in its sales data. The company had no view of what they needed.
37
Practitioners interviewed: architects, structural engineers, developers and main contractors
8
Markets across Europe and Australia, in several languages
22
Recommendations handed over, alongside four journey maps and four value proposition canvases
A note on sourcing. Every figure here comes from a SprintlyWorks client engagement. Clients are described, never named. Where a figure is identified, modelled or indicative rather than banked, the line says so.
01
The problem
The people who decide whether a building is made of timber are not the people who place the order. They are the architect who draws it, the structural engineer who signs it off and the developer who funds it. The manufacturer sells to none of them directly, so nothing in its own commercial data reaches them, and it had no comprehensive view of what any of them actually needed.
Reaching them meant finding practising professionals in eight countries, across four disciplines, and getting them to talk candidly about a supplier they do not buy from. That is not a survey. It is thirty seven conversations in several languages, and it is exactly the kind of work an internal team cannot run about its own products.
02
What the sprint set out to do
Map how each of the four groups actually experiences a project where the client’s material is used. Find the pain points in that journey, discipline by discipline. Establish what each group thinks an excellent building material supplier does, and where this one falls short. Then collect a satisfaction score from every interviewee.
Four themes came out of it: the absence of universal design guidelines, regulation and public understanding, the state of the wider ecosystem, and where the product range needs to go. The recurring practical complaint was local, technical support and certification in the market where the practitioner works, which is also what the scores show.
Satisfaction, 0 to 10
Where the supplier is rated well, and where it is not
Scores collected from every interviewee, by market. Raw scores as given, no average calculated.
| Market | Scores collected | Range |
|---|---|---|
| Market A | 9 | 6.5 to 10 |
| Market B | 7 | 5 to 10 |
| Market C | 6 | 6.5 to 10 |
| Market D | 5 | 7 to 10 |
| Market E | 5 | 9 to 10 |
| Market F | 3 | 9 to 10 |
How to read this → Two markets never score below 9 and two others drop to 5. The deck records no average and none is calculated here, because 37 individual ratings across four professions are not one number. The spread is the finding: this is a local support problem, not a product problem.
SprintlyWorks analysis
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