SAAS Properties. Enhancing Real Estate Sales Launch Customer Experience (CX)

Bridging Organizational Gaps to Elevate CX at SAAS Properties
CX Implementation
Roadmap
Customer Experience
Client
SAAS Properties
Date
July 27, 2024
Role
CX Consultant
Website
https://saasproperties.com/en/
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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.

CX Initiatives

2

Implemented to transform customer experience and bridge organizational gaps.

Gaps Addressed

2

Established a CRM department and revamped the sales launch strategy for the UAE.

Sales Launch Phases

3

Designed to create impactful market entry and drive engagement in the UAE.

Quick Facts

SAAS Properties, a leading real estate developer in the UAE, sought to enhance its customer experience (CX) by bridging the gap between its present operations and its vision for the future.

SAAS is deeply committed to prioritizing customer satisfaction and wanted to implement initiatives that reflected this. Our goal was to create a roadmap that would deliver exceptional customer experiences, aligning with SAAS' premium quality standards while adapting to dynamic market requirements.

Contributors
Lerato Mantsui
Senior Consultant
Renascence
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Context, Approach & Methodology

We conducted an in-depth analysis to identify key organizational gaps that hindered SAAS' ability to deliver a seamless CX. We focused on two main areas:

  1. CRM Department: Establishing a designated department to centralize and enhance customer relationship management efforts.
  2. Sales Launch Strategy: Reinvigorating SAAS' sales approach in Dubai to reflect its premium positioning and differentiate it from competitors.

Groundwork

Our groundwork began by identifying two critical gaps:

  1. CRM Department: Centralizing CX efforts was essential for personalized customer interactions and data-driven decision-making. We identified that without a dedicated CRM, SAAS risked losing customer satisfaction and operational efficiency.
  2. Sales Launch Strategy: SAAS’ current sales approach, designed for Abu Dhabi’s market, lacked the dynamism needed for Dubai’s competitive landscape. It was crucial to tailor a strategy that maintained SAAS’ premium identity while making a significant impact in Dubai.

We introduced two CX initiatives:

  1. CRM Department and Governance Model:
    We outlined the significance of establishing a CRM department with a dedicated governance model to ensure sustained focus on CX. This department would be responsible for overseeing CX initiatives and KPIs. We defined the RACI (Responsible, Accountable, Consulted, Informed) matrix and timeline for both CRM department establishment and CX KPI development. The department’s goals included developing clear roles and implementing relevant CX KPIs to measure customer satisfaction effectively.
  2. For CRM governance, we proposed a five-stage process:
    • Investigate: Research existing CRM models.
    • Initiate: Design the CRM department framework.
    • Execute: Implement the department and assign roles.
    • Scale: Expand operations as the department grows.
    • Embed: Fully integrate CRM into SAAS’ operations.
  3. We also defined the roles of the CX core team, executive sponsors, CX committee, and CX champions to streamline governance efforts.
  4. Sales Launches:
    To address the sales launch strategy, we emphasized the importance of a well-planned launch to create strong impressions and ensure a successful market entry. We introduced a phased launch approach, emphasizing broker briefings, public project reveals, and the official sales launch.
  5. We identified the following phases:
    • Exclusive Broker Briefing (Day 1 & 2): Equip brokers with essential information and generate pre-sales buzz.
    • Top Performing Broker’s Launch (Day 3): Engage key brokers to promote SAAS properties.
    • Official Public Launch (Day 4): Reach potential buyers and increase brand visibility through immersive experiences.
  6. For each phase, we provided detailed plans for execution, including feedback collection methods, such as Voice of Customer (VoC) techniques, to ensure effective assessment and refinement of the sales strategy.

Result

By establishing a CRM department, SAAS gained the ability to monitor CX progress closely and align organizational efforts with customer needs. The implementation of CX KPIs improved decision-making and enhanced customer satisfaction, creating a customer-centric culture across the company.

The Sales Launch Strategy resulted in a successful, high-impact market entry in Dubai. The phased approach generated leads, enhanced customer engagement, and positioned SAAS as a premium brand in the Dubai market. Key performance indicators (KPIs) such as media coverage, lead generation, and conversion rates exceeded expectations.

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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.

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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.

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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.

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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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