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Harnessing the customer identity in the construction sector

Lisa de Rijk (Effective Change Consultants, Norwich, UK)

Industrial and Commercial Training

ISSN: 0019-7858

Article publication date: 5 September 2016



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


Using the NLP modelling process to identify customer personas.


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:


All original research.



de Rijk, L. (2016), "Harnessing the customer identity in the construction sector", Industrial and Commercial Training, Vol. 48 No. 7, pp. 343-348.



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