Cabico is a Coaticook-based manufacturer of kitchen and bathroom cabinets, selling 90% of its products in the United States. Following an acquisition, Cabico aimed to enhance the experience of its product configuration systems across various series. The ultimate goal was to merge these systems while adding advanced customization features to improve user-friendliness.
Goals
- Gain deeper insights into Cabico’s external users (customers, partners, etc.).
- Reduce the learning curve following the launch of the new system.
- Preserve the functionalities valued and appreciated by customers.
- Offer a single, user-friendly system despite the complexity of custom cabinet personalization.
Methodology
Step 1: Field Survey and Development of Personas
Between January 21 and 24, 2019, we conducted a customer survey, interviewing 11 people at 7 Cabico retailers. The meetings took place in New Hampshire, Massachusetts, Pennsylvania, and New Jersey. Participants shared their experiences with the different systems, highlighting what they appreciated, what frustrated them, and what they needed.
Through this analysis, we identified distinct customer profiles, each facing unique challenges depending on the system used. This led to the creation of three customer personas.
Step 2: Designing the Solution
In the second phase, we defined the target interfaces based on user feedback. A navigable prototype in the form of wireframes was then developed in collaboration with Cabico stakeholders. Finally, we produced graphic mock-ups and a style guide, which were presented to the development team.
The Importance of Customer Experience in a B2B Context
Customer experience is crucial in the B2B sector, where relationships and trust are paramount. By optimizing its product configuration systems, Cabico aimed not only to improve operational efficiency but also to strengthen relationships with its retailers. This initiative reflects Cabico’s genuine commitment to its partners, fostering long-term loyalty and business growth.
Conclusion
Enhancing the customer experience through systems analysis and improvement is a testament to Cabico’s commitment to innovation and partner satisfaction. I am deeply grateful to Cabico’s management for their confidence and boldness in this great project.
Would you like to improve your B2B company’s customer experience? Don’t hesitate to contact me!
