Linx case study
Linx Printing Technologies is the leader in continuous ink jet and other coding solutions for the manufacturing and packaging industries. Now part of Danaher Corp, Linx has direct sales or distribution agreements in over 50 countries and 95% of its customers are outside the UK.
As part of the company’s strategy for product development, Budd was asked to conduct a detailed Voice of the Customer (VoC) study in its key markets and industries. The information would be critical input to the development of the next generation of Linx products.
The study engaged LimeBridge partners and associates in 9 countries – Japan, China, Brazil, France, Poland, Russia, the US, India and the UK. Our partners provided vital local cultural knowledge as well as local language skills for interviews.
We conducted a 2 stage study with around 100 companies recruited into the process. First we tested our initial hypotheses about future needs, buying behaviour, use and management of printers. After detailed analysis of the feedback by a cross business team from Linx and Budd, we were able to go back to the participants to test their reaction to the new features we proposed. To give the right balance between volume of data and ‘real stories’ that brought the information to life, we used face to face, phone and web based survey techniques.
The engagement of the whole Linx team and the support of LimeBridge were essential to the success. Prejudices and falsehoods about customer needs and expectations were no longer being tolerated in design meetings. The facts were now known not just by a few individuals but by everyone across the business.
