IMPACT

If it’s building-related, ABN probably do it! From residential and commercial construction, home finance, land development, skilled trade services, design and property investment, ABN strive to give their customers the best experience throughout their home ownership journey.

Having started out with just one building company in 1978, ABN now operate over 20 companies across WA and Victoria, each with their own specialisation.

OVERVIEW

ABN Group came to THINK Global Research seeking to conduct a comprehensive customer piece across Victoria and Western Australia, covering segmentation, journey mapping and focus groups. The key goals were to gain insights into the industry and to create a marketing and business strategy for ABN’s brands: Boutique Homes, Dale Alcock Homes, Dale Alcock South West, Webb and Brown-Neaves, Celebration Homes, Homebuyers Centre and Resolve Finance.

The customer segmentation helped to reveal 10 market segments covering those who have recently purchased, those who are currently in the process of purchasing or building and those who are considering purchasing but have not started the journey yet. The segmentation also allowed us to develop customer personas using both demographic and psychographic data to understand their own unique goals, motivations and barriers.

Following the customer segmentation, THINK mapped the customer journeys for each of these 10 segments. The purpose of this was to explore in more detail how customers were thinking and feeling on their journey, as well as understanding why certain points in the journey were more difficult than others.

To round out the customer research, think ran 6 focus groups in Victoria and 6 focus groups in Western Australia to explore some of the key insights in more detail, such as how could we make researching a builder and buying a new home easier, why people often get the wrong information about finance and borrowing capacity, and why buyers were having a poorer experience post sale.

The 3 stages of research – segmentation, journey mapping and focus groups – have allowed THINK to identify the common pain points across the journey. These pain points fed into the development of a customer-led action plan, where we could develop strategies to target our 10 segments to improve their overall experience.

METHODOLOGY

Segmentation; Journey Mapping; In-person Focus Groups; Workshopping; Quantitative Analysis; Qualitative Analysis; Strategic Recommendations; Action Plan; Customer Personas, Brand Awareness; Brand Sentiment.

FOR THOSE THAT LIKE THE DETAILS

Visit the ABN Group’s website