Modon. การจัดทำ Customer Journey Mapping และกลยุทธ์ Voice of the Customer เพื่อความเป็นเลิศในธุรกิจอสังหาริมทรัพย์

Context, Approach & Methodology. Our project began with an in-depth analysis of the common challenges faced by real estate developers and the consequences of these challenges on customer satisfaction. We provided data-backed insights highlighting the importance of a customer-centric approach and the potential positive outcomes.

Customer Journey Mapping. We meticulously mapped out Modon’s customer experience (CX) journey to gain a thorough understanding of their customers. The journey included the following stages and corresponding customer touchpoints: Discovery, Lead Management (sales events, viewings & open houses, lead qualification), Sale (booking, SPA signing), Post-sale (customer onboarding, SPA collection, title-deed registration, construction updates & communications), Handover (orientation, snagging, title-deed registration, utilities transfer, key & relationship handover), and DLP (Defect Liability Period) (DLP introduction, DLP expiry).

Communication Identification. We identified and detailed the communications occurring at each touchpoint. To ensure ongoing quality, we recommended regular mystery shopping for unbiased evaluations and a well-defined Voice of Customer (VOC) strategy.

VOC Strategy Implementation. We proposed a closed-loop VOC strategy encompassing the following steps:

Ask: Gather customer needs and expectations through surveys, feedback forms, social media, and customer service calls. Collect: Organize and categorize feedback using software tools or manual methods. Analyze: Identify patterns and trends within the feedback and share reports with stakeholders to drive actions. Strategize: Collaborate with stakeholders to develop improvement plans based on feedback insights. Deliver & Notify: Implement action plans and communicate changes to customers and the company, ensuring continuous monitoring and feedback analysis.

Action Plan Development. We crafted an action plan focused on achieving exceptional customer experience through eight key initiatives:

Customer Journey Mapping Communications Strategy Communication Content Development Sales Launch Preparation Call Center Setup Escalation Strategy Frontline Staff Training Customer Management Team Setup

Organizational Structure Development. We designed an organizational structure to support a customer-centric transformation. Each department within customer excellence and operations was assigned specific roles and responsibilities, ensuring a cohesive approach to enhancing customer experience.