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Barratt Developments

Customer journey mapping


Barratt Developments is the UK’s largest housebuilder.

They develop both private and affordable housing to meet the differing needs of communities throughout the country.

In the last year alone, they built over 17,000 new properties, ranging from 1-bedroom apartments to 6-bedroom houses.

The Challenge

Their vision is to lead the future of housebuilding by putting the customer at the heart of everything they do. But first they needed to understand them.

To be successful, Barratt Developments would have to get under the skin of their customers – a very wide-ranging demographic. Barratt wanted to know where their customers were on the brand journey, if they were delivering the best customer experience possible, how they compared with the competition and how they could smooth the path to purchase.

Our approach

To deliver these insights, Savanta worked with them across a number of different research platforms. These included talking to customers on site, watching how they navigated development websites and following them on their journey from reserving their house to moving in.

Opinions were also sought from key stakeholders such as housing authorities, local authorities and parish councils.

The outcome

The insights Savanta delivered led to Barratt Developments making a number of changes.

First, the website was refined and the search process for customers improved. More attention was paid to the differing requirements of buyer types, making the process feel more personal.

And finally, promotional material was streamlined to focus on the key information that customers wanted.

The emphasis on actionable insight has really helped us to focus in on those areas where we can make a tangible difference to our customer journey.

Group Head of Customer Experience, Barratt Developments