Nov 26

Needs & Expectations study for a leading Refractories manufacturers

Feedback carried out a Needs & Expectations study for one of the leading manufacturers of refractories in India

Engagement Background

  • Our client is one of the leading manufacturers of refractories in India. It also provides refractory design, setup & maintenance services for customer projects.


F2F interviews with Customers & Channel Partners for Steel, Glass, OEM’s & Cement Industry

Focus Areas

  • In-depth interviews were conducted by senior researchers to create a customer journey map & evaluate needs at each step of the customer journey.

Key Insights

  • The client was perceived to be one of the reliable alternative supplier but not as the prime supplier of refractory products
  • Partnership / Relationship concerns which needed to be improved upon with a specific segment of customers. Senior leadership connect
  • Sharing industry best practices / thought leadership
  • Issues with responsiveness when there is a complaint / issue
  • Inventory Management & time taken for delivery

Our Advice

  • An opportunity existed for the client to reposition itself as a preferred turn-key refractory solution provider
    • Focus on building itself as a thought leader in this space – Industry expert visits | Symposiums etc.
  • Evaluate increasing the ‘Product portfolio’.
  • Implementing/ Re-orienting KAM structure
    • Tiered approach | Man-to-Man Mapping | Relationship focused as opposed to Sales driven | Client Custodians
  • Improved Service orientation among customer facing team (including service engineers) + Periodic up skill of service engineers
  • Building a robust complaint handling mechanism (digitization)
  • Increased Collaboration with the Research team working along with Customers to solve their problem
  • Distribution & Inventory Management – Setting up of Regional warehouses

Feedback Insights

Feedback Insights is a B2B2C focused Research led Consulting firm - specializing in Stakeholder retention services - (Customer / Employee / Channel Partners / Vendors / Investors Management), Brand Assessments, Experience Improvement Programs, Custom Research, etc. We are a listening partner of choice of over 600 firms in India and globally.