Msheireb Downtown Doha. Customer Loyalty Program Experience Journeys

Context, Approach & Methodology

To elevate the customer experience, we conducted an in-depth analysis of each journey stage, identifying key touchpoints such as awareness, enrolment, engagement, redemption, renewal, and exit. We then redesigned these journeys, carefully considering the unique needs of each customer segment and strategically distributing these touchpoints for optimal flow and engagement. For the visitor journey, our focus was exclusively on crafting an ideal future experience. In contrast, for residential and commercial tenants, we addressed both current and future journey enhancements. Each journey was visualized in an animated video to demonstrate the seamless interaction with Msheireb’s loyalty program, providing a clear and engaging depiction of the customer experience.

The Groundwork

1. Residential Tenant Journey

• Stages: Discovery, Lease, Move-In, Living, Renewal/Exit
• At each stage, we began with a quote reflecting the customer's expectations, followed by Msheireb’s strategic plan for creating a seamless experience. Responsibilities were clearly assigned to specific teams, ensuring a smooth execution for both current and future residents.

2. Visitor Journey

• Stages: Discovery, Lease, Move-In, Renewal/Exit
• This journey was exclusively focused on designing a future experience aimed at increasing visitor engagement with Msheireb’s loyalty program. We mapped out a process to foster deeper connections and enhance loyalty.

3. Commercial Tenant Journey

• Stages: Discovery, Lease, Set-Up, Operation, Renewal/Exit
• Similar to the residential tenant journey, we reimagined the commercial tenant experience, integrating customer experience (CX) principles to enhance each stage and ensure a consistent, satisfaction-driven approach.

Analysis

For each journey stage, we outlined customer expectations and defined Msheireb’s responsibilities in meeting those needs. Our strategies focused on improving customer interactions at crucial touchpoints, ensuring a seamless transition from one stage to the next. By embedding CX principles into each journey, we identified specific areas for Msheireb to enhance engagement, retention, and overall satisfaction. We also ensured that the loyalty program activation process was intuitive, accessible, and aligned with the distinct needs of each customer segment.

Results

The project culminated in a customer experience strategy featuring three redesigned journeys that centered around loyalty program activation and customer satisfaction. To complement these journeys, we developed three animated videos, each showcasing the future journey for its respective segment. These visual tools have been instrumental in helping Msheireb’s teams visualize the new customer experience flow, facilitating the implementation of the proposed enhancements and reinforcing Msheireb’s commitment to excellence in customer service.