Winning the Influencer Behind the Decision
Milliken: Using CVA to Understand the Real Decision-Makers in Carpet Tile
The Challenge:
Milliken, a respected name in flooring, was under siege. A group of former employees had left the company, started a competing carpet tile business across town, and were quickly eating into Milliken’s share.
Roger Milliken was not amused.
Internally, the assumption was simple: the people writing the checks — building owners and contractors — must be the ones driving the shift. So the team focused on price competitiveness and technical specs. But it wasn’t working.
The leadership team needed answers:
“Who is really driving the purchase decision — and what are they choosing us (or them) for?”
They turned to CVA to find out.
The CVA Breakthrough:
The Milliken carpet tile team launched a CVA study across three key decision-maker segments:
- Building Owners
- Dealers/Installers
- Designers/Architects
Each group rated Milliken and competitors on a set of benefit attributes:
- Aesthetics and design flexibility
- Lead time for sample delivery
- Accuracy of jobsite delivery
- Durability
- Sustainability/eco-certifications
- Ease of installation
- Price
CVA analysis uncovered two critical insights:
- Designers had more influence than anyone realized.
In many cases, architects and designers made the final product recommendation — even when owners or contractors signed the checks. - Each segment valued different things.
- Designers prioritized fast sample turnaround and design customization.
- Installers prioritized on-time, exact-window delivery — not early, not late.
- Owners cared more about long-term durability and sustainability.
Milliken had been optimizing for the wrong signals — offering great durability and reliability, but failing to delight the people actually pulling the strings.
Strategic Moves (Powered by CVA):
- Tailored Service Improvements by Segment
Instead of one-size-fits-all service, Milliken created segment-specific solutions:
- For designers: Rapid-turn sample kits, design consultation access, and flexible pattern/color options.
- For installers: Tightly scheduled delivery slots to avoid costly early or late deliveries.
- For owners: Performance data, warranties, and LEED certification details to reinforce long-term value.
- Shifted Messaging and Sales Approach
Marketing materials were tailored by segment:
- Designers saw visuals, flexibility, and inspiration.
- Installers got logistics, reliability, and field support.
- Owners received lifecycle cost comparisons and ROI data.
- Rebalanced the Sales Org
Milliken’s sales reps were retrained to identify which segment led each decision — and to adapt their pitch and resources accordingly. CVA helped them move from generic selling to strategic influence targeting.
The Result:
- Milliken stabilized its market share in the face of aggressive competition
- Service improvements became a new source of differentiation
- The company standardized a universal attribute set to track value perception across all its business units
By learning to map not just what mattered — but who it mattered to, Milliken stopped the bleeding and started winning smarter.
Why It Worked:
“We were designing for the buyer. CVA showed us we needed to start designing for the recommender.”
— [Marketing Lead, Milliken Commercial Flooring]
CVA gave Milliken a clear picture of the power behind the purchase — and helped them speak the language of the people actually shaping demand.