Wasl. Customer Experience (CX) Journey Mapping in Real Estate

Defined over 90 stages and developed 18 detailed customer journeys for Wasl, spanning residential, commercial, and land leasing categories. Conducted four workshops to align stakeholders on improving customer-centric experiences and optimizing processes for future journey enhancements.
Customer Experience
Journey Mapping
Journey Design
Client
Wasl
Date
September 28, 2023
Role
CX Consultant
Website
https://www.wasl.ae/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.

Stages Defined

90+

Across both "As-Is" and future customer journeys.

Customer Journeys Designed

18

Spanning residential, commercial, and land leasing categories.

Workshops Conducted

4

Engaging key business units to align on customer journey improvements.

Quick Facts

Wasl, a prominent real estate developer in the UAE, aimed to enhance their customer experience by gaining a deep understanding of their current customer journey.

They wanted to identify pain points and create morecustomer-centric future journeys. We were tasked to analyze their existingprocesses and suggest improvements to optimize the overall customer experience.

Contributors
Lerato Mantsui
Senior Consultant
Renascence
Ruba Al Hakeem
Consultant
Riwa Al Hakeem
Junior Consultant
Stephanie Assio
Director
Renascence
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Context, Approach & Methodology

We initiated the digital transformation project for Wasl by mapping the "As-Is" customer journeys for various business categories and subsequently developing "Future" journeys. This process involved a series of workshops and stakeholder interviews to ensure that the newly designed journeys accurately reflected the customer experience and effectively addressed any existing pain points.

The Groundwork

To begin, we created detailed "As-Is" journey maps across four main categories:

  1. Residential and Freehold Journeys (4 Journeys)
    • Payment Plan: Spanning 7 stages with 44 steps.
    • Off-Plan: Comprising 5 stages and 22 steps.
    • Ready: Encompassing 7 stages and 40 steps.
    • Lands Ready: Featuring 5 stages with 31 steps.
  2. Residential Leasing (1 Journey)
    • Ready: Covering 7 stages and 35 steps.
  3. Commercial Leasing (1 Journey)
    • Ready: Encompassing 7 stages with 40 steps.
  4. Land Leasing & Leasehold (3 Journeys)
    • Ready (WLC): Including 6 stages and 36 steps.
    • Ready (ILAC): Comprising 6 stages and 37 steps.
    • Ready (Subleasing): Featuring 5 stages with 18 steps.

For each journey, we defined:

  • Actions: Specific steps customers take during the journey.
  • Pain Points: Challenges and issues faced by customers at each step.
  • Internal Processes: Behind-the-scenes processes that support customer actions.
  • Touchpoint & Emotion Clusters: Key interaction points and associated customer emotions.

Workshops Conducted:

We conducted four workshops, each tailored to a specific business category, to align stakeholders on the importance of the "As-Is" journeys and to lay the groundwork for creating future journeys:

  1. Introduction: Presented our team and Renascence, explaining our role and expertise.
  2. Workshop Overview: Outlined the workshop structure and its relevance to Wasl’s needs.
  3. Importance of "As-Is" Journeys: Highlighted six key use cases:
    • Enhancing communication with customers.
    • Ensuring consistency in the customer experience.
    • Elevating customer experience to best-in-class standards.
    • Promoting self-service and digital experiences.
    • Optimizing processes and technology applications.
    • Leveraging Voice of Customer (VoC) insights.
  4. Future Journey Development: Explained the development process for future journeys, including:
    • Conducting over 30 business interviews with 10 key questions each.
    • Drafting the "As-Is" journeys.
    • Validating these journeys with stakeholders during the workshops.

The Analysis

After validating the "As-Is" journeys, we moved on to develop the "Future" journeys with the goal of enhancing customer-centricity by addressing pain points and identifying opportunities for improvement:

  • Actions: Updated actions to streamline the customer experience and reduce friction points.
  • Opportunities (How/Who): Identified new opportunities for enhancing the customer experience and assigned responsibilities for implementing these changes.
  • Improvements (How): Suggested specific improvements, including process changes and technological enhancements.
  • Internal Processes: Updated internal processes to better align with customer needs.
  • Touchpoint & Emotion Clusters: Refined touchpoints to ensure positive customer emotions at every interaction.

The Results

The collaboration with Wasl led to a comprehensive understanding of their current customer journey and identified key areas for improvement. The workshops were pivotal in aligning stakeholders and setting the stage for implementing more customer-centric approaches:

  • Enhanced Customer Journeys: The developed "Future" journeys were more streamlined, reducing friction and addressing key pain points.
  • Actionable Recommendations: Provided Wasl with a clear path forward, including detailed actions, improvements, and opportunities for each customer journey stage.
  • Stakeholder Alignment: Achieved a unified understanding among stakeholders about the importance of customer experience and the steps needed to enhance it.

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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

Vice-President

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

Fernando Sanchez

SVP Innovations

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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