SAAS Properties. Elevating Customer Experience (CX) through Touchpoint Analysis and Mystery Audits.

We partnered with SAAS Properties to audit 23 touchpoints and benchmark performance against competitors. The project delivered key insights to enhance communication, service, and digital engagement, boosting customer satisfaction and retention.
Mystery Shopping
Customer Experience
Journey Mapping
Client
SAAS Properties
Date
May 17, 2024
Role
CX Consultant
Website
https://saasproperties.com/en/
Transforming Businesses

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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.

Touchpoint Audit

23

Across SAAS Properties and 3 competitors.

Mystery Audits

8

Across SAAS Properties and 3 competitors.

Social Media Accounts Audits

16

Evaluated for response time, setup, and customer engagement across SAAS Properties and competitors.

Quick Facts

We worked with SAAS Properties, a leading real estate developer in the UAE, conducting an in-depth customer experience (CX) transformation project

We helped SAAS Properties optimize their customer journey through a Touchpoint Analysis and Mystery Audits. This involved scenario-based evaluations across multiple customer interaction channels, including call centers, emails, WhatsApp, and social media, to assess response times, quality of communication, and user experience.

Mystery shoppers were also engaged to experience the brand as real customers, providing insights on areas such as sales interactions and office visits. Benchmarking against competitors, including Sobha Realty and Dubai Properties, helped SAAS Properties enhance customer service standards, improve decision-making, and elevate their competitive position.

Contributors
Noor Abdelhafez
Head of Mystery
Renascence
Milan Thomas
Data Analyst
Renascence
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Context, Approach & Methodology

These processes enabled us to assess customer interactions across different stages and develop recommendations to enhance the overall customer journey. The project also involved benchmarking SAAS Properties' performance against three competitors: Sobha Realty, Dubai Properties, and Binghatti Properties.

Touchpoint Analysis
We initiated the process by defining the intent, opportunity, and outcome of the Touchpoint (TP) Analysis, aimed at improving customer experience. Auditors conducted scenario-based audits of the brand’s interaction points, focusing on metrics such as response rate, response time, and quality of response. We assessed:

  • 6 Call Center interactions (3 SAAS, 1 Sobha Realty, 1 Dubai Properties, 1 Binghatti)
  • 3 Callback audits (2 SAAS, 1 Sobha)
  • 4 Website audits (1 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
  • 6 Email audits (3 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
  • 6 WhatsApp audits (3 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
  • 4 Online Appointment assessments (3 SAAS, 1 Binghatti)
  • 16 Social Media audits (7 SAAS, 3 Sobha, 3 Dubai Properties, 3 Binghatti)
  • 6 Webform audits (3 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
  • 4 Google Card assessments (1 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)

Mystery Audits
In the Mystery Audits, we engaged mystery shoppers to interact with SAAS Properties and competitors as regular customers. Their journeys included the following stages: Inquiry, Call, WhatsApp interaction, Sales Agent meeting, Viewing, and, in some cases, Sales Office Visit. We conducted:

  • 4 SAAS Properties audits
  • 1 Sobha audit
  • 1 Dubai Properties audit
  • 1 Binghatti audit
    Each audit assessed various touchpoints such as calls, WhatsApp, sales agents, and viewings. A comparative analysis was conducted against Sobha Realty, Dubai Properties, and Binghatti.

Groundwork

Detailed Findings: Touchpoint Analysis
For SAAS Properties, we evaluated multiple touchpoints, identifying both pain points and delight points. Here's a breakdown of the assessments:

  1. Call Center Audits: We assessed key elements such as:
    • Acknowledgment
    • Interactive Voice Response (IVR)
    • Response time
    • Greeting and language
    • Resolution
    • Closing and feedback
  2. Callback Audits: We evaluated callbacks for greeting, resolution, and closing quality.
  3. Website Assessments: Focused on functionality, layout, content quality, and trust and credibility.
  4. Email and WhatsApp Audits: Both mediums were reviewed for:
    • Acknowledgment
    • Response time
    • Resolution
    • Language and tone of voice
    • Closing and feedback
  5. Online Appointment Assessments: We evaluated the booking process from acknowledgment to confirmation and feedback.
  6. Social Media: Our analysis covered account setup, response time, and resolution across various platforms.
  7. Webform Audits: This included the form review, acknowledgment message, and resolution.
  8. Google Card: The audit focused on keyword effectiveness and ease of finding the property.

Detailed Findings: Mystery Audits
The Mystery Audits involved simulating real customer interactions. Each journey was carefully documented, including stages such as inquiry, calls, WhatsApp, sales agent interaction, viewing, and, in some cases, a visit to the sales office. The assessments for SAAS Properties and its competitors (Sobha, Dubai Properties, and Binghatti) were done across multiple touchpoints. Here’s the detailed breakdown:

  1. Inquiry Stage: We observed several pain points in communication and response. Recommendations focused on improving customer acknowledgment and providing clearer information.
  2. Call Center Audits: For both call center agents and sales agents, we identified areas where proactive communication could be improved. Four themes were emphasized:
    • Communication and Greeting
    • SLA Communication
    • Agent Proactivity
    • Follow-up and Appointments
  3. WhatsApp Interactions: We identified gaps in response time and tone consistency. Recommendations were tailored to improve agent proactivity, the clarity of information shared, and overall response times.
  4. Sales Agent and Viewing Experience: Each viewing was analyzed based on customer engagement, professionalism, and product knowledge.
  5. Sales Office Visits: We found inconsistencies in the hosting and branding experience. Specific recommendations focused on improving the customer-facing aspects of the sales office, such as greetings, signage, and overall ambiance.

Competitor Findings
For competitors like Sobha Realty, Dubai Properties, and Binghatti, we conducted similar journey assessments and identified how their touchpoints performed in comparison to SAAS Properties. These assessments provided a benchmark to help SAAS improve its competitive standing in the market.

Results

  1. Improved Decision-Making: Through the detailed touchpoint and mystery audit analysis, SAAS Properties was able to make data-driven decisions to enhance customer experience.
  2. Streamlined Operations: Actionable recommendations for each touchpoint helped streamline communication, service delivery, and customer engagement.
  3. Increased Customer Retention: Implementing the four themes of call center improvement (communication, proactivity, SLAs, follow-ups) led to better customer satisfaction and improved retention rates.
  4. Benchmarking Against Competitors: By comparing SAAS Properties with Sobha Realty, Dubai Properties, and Binghatti, the client could identify opportunities for differentiation and further market growth.
  5. Enhanced Digital Experience: Recommendations across digital touchpoints like social media, websites, and webforms significantly improved the user experience and interaction quality.

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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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