Aldar Academies. Education Customer Experience (CX) Journeys and Escalation Strategy

Developed a strategy to enhance the customer experience (CX) for Aldar Academies, focusing on students and parents during the COVID-19 pandemic. The project included defining 9 customer journey stages, identifying 70+ steps, and addressing over 120 pain points.
Customer Experience
Digital Transformation
Journey Design
Client
Aldar
Date
February 2, 2024
Role
CX Consultant
Website
https://www.aldar.com/en
Transforming Businesses

Our Impact in Numbers

Our services have helped numerous companies achieve significant improvements in customer satisfaction, revenue growth, operational efficiency, employee productivity, and customer retention. With a track record of delivering results, we are committed to transforming businesses.

Journey Stages Defined

9+

Outlined for the customer journey of Aldar Academies.

Steps Defined

70+

Detailed steps within each stage of the journey.

Painpoints Addressed

120+

Addressed across the various stages and touchpoints.

Quick Facts

Aldar, a leading real estate developer in the UAE, with a focus on their educational branch, Aldar Academies.

In 2020, amid the COVID-19 pandemic, Aldar Academies needed to enhance the customer experience (CX) for their students and parents. With the educational landscape rapidly changing due to the pandemic, Aldar sought to improve the experience across all touchpoints to maintain high satisfaction levels.

Contributors
Aslan Patov
Founder & CEO
Renascence
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Context, Approach & Methodology

To enhance customer experience at Aldar Academies, we conducted a thorough assessment of existing processes and identified areas for improvement. Our focus was on understanding the complete customer journey for students and parents, allowing us to develop effective strategies to address pain points and enhance overall satisfaction.

Groundwork

Mapping the As-Is Customer Journey
We began by mapping the existing customer journey for Aldar Academies. This included stages such as discovery, selection, application, waiting, acceptance, payment, onboarding, school experience, and departure. This mapping helped us identify all the stages students and parents go through and the associated pain points.

Conducting Mystery Shopping and Communication Audits
We conducted extensive mystery shopping activities to evaluate the current customer experience. This involved assessing calls for aspects like accuracy and availability of information, greeting, resolution, tone of voice, consistency, and expectation management. Additionally, we audited outgoing customer communications, reviewing social media, EDMs, and email letters based on structure and grammar, stylistics and storytelling, and experience and tone of voice. We summarized our findings and provided best practices to improve communications.

Creating a Future Customer Journey
After identifying pain points that students and parents faced during each stage, we designed a future customer journey with clear opportunities and enhancements. This new journey aimed to improve the overall customer experience by addressing specific issues at each stage.

Developing an Escalation Strategy
We developed a detailed escalation strategy to handle potential issues effectively. This included defining case collection, processing, and escalation procedures, specifying multiple channels and stages to ensure quick resolutions, and identifying specific triggers and points of escalation. We established an eight-level priority system (P1 to P8), with P1 being the most urgent, and assigned cases to the relevant teams within Aldar. An escalation matrix was created to include all potential cases, the responsible team, priority level, and resolution SLA times.

Creating an Implementation Plan
We established a clear CX vision: "At Aldar Education, we lead the way with agile & innovative solutions that win customers’ loyalty and elevate their experience with us." The future journey identified 76 steps and 135 pain points. Our action plan included an overview of the current situation, a roadmap of future goals, a detailed guide on how to achieve desired outcomes, clear roles and responsibilities (RASCI), and metrics for evaluating success across each stage of the journey.

Result

The implementation of these strategies provided Aldar Academies with a approach to enhancing customer experience during a challenging period. The future customer journey, combined with a robust escalation strategy and detailed implementation plan, ensured that Aldar could respond effectively to customer needs, maintain high satisfaction levels, and build trust even during the uncertainty of the pandemic.

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Satisfied Clients

Hear what our clients have to say about our customer experience projects

You can always expect the best from team Renascence. Hard working. Always share their opinion and recommendations with respect. I really appreciate that as a client.I enjoy bouncing ideas with them.

Ilaria Buonpane

Head of CX

Their passion for CX and drive towards research and innovation leads to unique and relevant methodologies that result in high quality findings. Teams and stakeholders always enjoy interacting with them.

Gregoire Charpe

VP CX

From the beginning they felt like an extension of my team, working alongside and independently engaging stakeholders as well as the supporting functions surpassing my expectations.

Alex Davies

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The team is extremely trustworthy. Meeting the deadlines, always proposing improvements and great attitude.

Fernando Sanchez

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Very proactive & patient experts. Always excellent outcome. Loved working with them.

Ahmed Elsaadi

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Great, effective team that goes extra miles and provides great service. Very professional & friendly.

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FAQs

Few questions we frequently encounter in regards to customer experience consulting

What is customer experience consulting?

Customer experience consulting involves helping businesses improve every interaction a customer has with their brand. Consultants analyze customer journeys, identify pain points, and implement strategies to enhance satisfaction, loyalty, and overall customer experience.

Why is customer centricity important for businesses?

Customer centricity focuses on creating positive customer experiences at every touchpoint. It is crucial because it leads to higher customer satisfaction, loyalty, and retention, ultimately driving business growth and profitability.

How can customer experience consulting benefit my business?

Customer experience consulting can benefit your business by providing expert insights into customer behavior, identifying areas for improvement, and developing tailored strategies to enhance customer satisfaction, increase loyalty, and boost revenue.

What are the key components of a successful customer experience strategy?

A successful customer experience strategy includes understanding customer needs and preferences, mapping the customer journey, implementing personalized interactions, gathering and analyzing feedback, and continuously improving processes based on data-driven insights.

How does customer feedback play a role in customer centricity?

Customer feedback is vital for customer centricity as it provides direct insights into customer experiences and expectations. By collecting and analyzing feedback, businesses can make informed decisions to enhance their services and products, leading to better customer satisfaction.

What tools and technologies are used in customer experience consulting?

Tools and technologies used in customer experience consulting include customer relationship management (CRM) systems, customer feedback platforms, journey mapping tools, analytics software, and artificial intelligence (AI) for personalized experiences.

How can businesses measure the success of their customer experience initiatives?

Businesses can measure the success of their customer experience initiatives through key performance indicators (KPIs) such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), customer retention rates, and revenue growth.

What are common challenges in implementing a customer-centric culture?

Common challenges in implementing a customer-centric culture include resistance to change, lack of alignment across departments, inadequate customer data, insufficient training for employees, and difficulty in measuring and analyzing customer experience metrics.

How can personalization improve customer experience?

Personalization can improve customer experience by tailoring interactions, offers, and communications to individual customer preferences and behaviors. This makes customers feel valued and understood, leading to increased satisfaction and loyalty.

What role does employee training play in customer experience consulting?

Employee training is crucial in customer experience consulting as it equips staff with the skills and knowledge to deliver exceptional service. Training programs focus on understanding customer needs, effective communication, problem-solving, and fostering a customer-centric mindset.

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