Dubai Properties Real Estate Customer Experience Transformation

Context, Approach & Methodology

• The main objective of the project was to transform the customer experience from the moment the SPA is signed.Dubai Properties had asked us to map their current and future customer journeys and enhance the available information with customer behaviors, emotions and experiences.
• A great focus was put on the handover process to understand and transform the experience.
• The MyDP app has been identified as a opportunity for improvement and was analyzed in depth in order for it to fulfill its potential.
• Through complex journey mapping exercises, site visits, more than 50 stakeholder and customer interviews, multiple workshops and user-experience evaluations, we have delivered a set of recommendations, and defined a clear roadmap to set the basis of implementation.

The Groundwork

• 50+ meetings. Business interviews conducted with company stakeholders.
• 7 systems, including Eloqua, Yardi, Horizon, MDM, MyDP, SalesForce, FreshDesk
• 3 workshops conducted with business stakeholders to define the future experience.
• 6 site visits: Participated in multiple site visits to fully understand what our customers go through at each stage of the journey.
• 10 interviews: We have interviewed 10customers (who owned a DP property).
• 40 quick fixes: Suggested to the business and implemented throughout the duration of the project.
• 10 departments: Customer Care, CRM, Finance, Collections, IT, DPCM, Dubai Asset Management, Research & Strategy, Call Center, Land, Customer Care

The Results

• Handover & Snagging. Analyzing the gaps and the friction points helped us come up with recommendations. Some of these suggestions were easy to implement - “quick wins” - and some required alignment between business verticals and demanded more resources and/or time to implement, these are strategical long-term actions.
• MyDP Portal. This exercise started with mapping out the current user journey. We conducted an analysis of the platform and an in-depth UX analysis in order to map out the ideal digital journey. After identifying the opportunities and determining targeted solutions to current challenges, we put together a list of our recommendations and 65 action points, and arranged them into 14 categories for an easier understanding.‍
• Trends & Innovations. We looked at initiatives in the following categories: Real Estate Trends & Innovations, Industry Transcending Trends and Competitor Trends.
• Communications Strategyю We looked at the communications DP sends out, when, why, by whom, to whom, and how and we developed a holistic strategy for all communications.‍
• Workshops. Keeping DP's CX vision in mind we determined how the aspired journeys would look like, through a creative process. Conducting various workshops with the stakeholders helped us map out solutions and design the ideal future journeys (to-be) for customers.‍
• Real Estate Customer Journey. We mapped out the ideal handover journey based on our interactions, the data that was gathered, the knowledge we gained from our business interviews and the creative ideas that came up during our workshop. Our future customer journey mapping exercise also included an ideal digital journey (focused on MyDP) and an overarching real estate customer journey.‍
• Implementation Plan. Journeys are just tools to map the experience, what's important is a plan that will show what, when and how should be done and who is responsible for each task. We listed 75+ targeted solutions and actions, suggested a required budget for each recommendation and prepared a roadmap for implementation. At the end, all actions were categorised and prioritised based on time, budget, and resources required.

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