Confidential Global Commercial Roofing Manufacturer
Approach
A Confidential Global Commercial Roofing Manufacturer partnered with noodle research to conduct a qualitative Voice of Customer (VoC) study focused on uncovering commercial roofing customers' digital needs and preferences on the company’s website, specifically regarding search functionality and navigation.
The research was conducted across four phases (Framing, Empathizing, Translating, Reporting) and involved in-depth interviews (IDIs) with customers and internal stakeholders. The study focused on the ‘Pre-Award’ phase of the Customer Journey, targeting commercial roofing contractors.
Outcome & Impact
The research validated the company’s reputation for high-quality products. The primary opportunity identified was a search overhaul and website enhancements viewed as necessary to meet customer brand expectations for digital engagement. Customers seek simple, efficient manufacturer websites for quick access to information, primarily wanting self-service access to technical documents for pre-construction research.
The impact of the study involved maximizing brand perception and efficiency by making the website an intuitive and reliable technical resource rather than a marketing tool. Key opportunities for the client included:
Enhancing search capabilities to deliver precise and relevant results immediately.
Improving information accessibility and streamlining access, particularly for core documents like product data sheets, safety information, and warranty details.
Prioritizing the user experience through modern design, intuitive navigation, and clear organization tailored to user expectations.
Increasing confidence among contractors that they have the ‘right’ document, which also helps free up valuable time for internal sales and technical reps.
