Harnessing the customer identity in the construction sector

Abstract

Purpose

The purpose of this paper is to show the reader how to harness customer identity in the construction sector.

Design/methodology/approach

Using the NLP modelling process to identify customer personas.

Findings

The consultants discovered that it was easier to elicit values and motivational traits using Charvet’s (1995) work during the actual workshop. This enabled more specific examples of motivational language to be used in summarising the findings of the workshop and recommendations for application to the developer. Charvet’s work does provide recommendations on motivational language to be used, and she is now developing software that enables this to be used in written language such as e-mail: www.weongozi.com

Originality/value

All original research.

Citation

de Rijk, L. (2016), "Harnessing the customer identity in the construction sector", Industrial and Commercial Training, Vol. 48 No. 7, pp. 343-348. https://doi.org/10.1108/ICT-01-2016-0009