SAAS Properties. Elevating Customer Experience (CX) through Touchpoint Analysis and Mystery Audits.

Context, Approach & Methodology

‍These processes enabled us to assess customer interactions across different stages and develop recommendations to enhance the overall customer journey. The project also involved benchmarking SAAS Properties' performance against three competitors: Sobha Realty, Dubai Properties, and Binghatti Properties.

Touchpoint Analysis
We initiated the process by defining the intent, opportunity, and outcome of the Touchpoint (TP) Analysis, aimed at improving customer experience. Auditors conducted scenario-based audits of the brand’s interaction points, focusing on metrics such as response rate, response time, and quality of response. We assessed:

• 6 Call Center interactions (3 SAAS, 1 Sobha Realty, 1 Dubai Properties, 1 Binghatti)
• 3 Callback audits (2 SAAS, 1 Sobha)
• 4 Website audits (1 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
• 6 Email audits (3 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
• 6 WhatsApp audits (3 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
• 4 Online Appointment assessments (3 SAAS, 1 Binghatti)
• 16 Social Media audits (7 SAAS, 3 Sobha, 3 Dubai Properties, 3 Binghatti)
• 6 Webform audits (3 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)
• 4 Google Card assessments (1 SAAS, 1 Sobha, 1 Dubai Properties, 1 Binghatti)

Mystery Audits
In the Mystery Audits, we engaged mystery shoppers to interact with SAAS Properties and competitors as regular customers. Their journeys included the following stages: Inquiry, Call, WhatsApp interaction, Sales Agent meeting, Viewing, and, in some cases, Sales Office Visit. We conducted:

• 4 SAAS Properties audits
• 1 Sobha audit
• 1 Dubai Properties audit
• 1 Binghatti audit
  Each audit assessed various touchpoints such as calls, WhatsApp, sales agents, and viewings. A comparative analysis was conducted against Sobha Realty, Dubai Properties, and Binghatti.

Groundwork

Detailed Findings: Touchpoint Analysis
For SAAS Properties, we evaluated multiple touchpoints, identifying both pain points and delight points. Here's a breakdown of the assessments:

1. Call Center Audits: We assessed key elements such as:
   • Acknowledgment
   • Interactive Voice Response (IVR)
   • Response time
   • Greeting and language
   • Resolution
   • Closing and feedback
2. Callback Audits: We evaluated callbacks for greeting, resolution, and closing quality.
3. Website Assessments: Focused on functionality, layout, content quality, and trust and credibility.
4. Email and WhatsApp Audits: Both mediums were reviewed for:
   • Acknowledgment
   • Response time
   • Resolution
   • Language and tone of voice
   • Closing and feedback
5. Online Appointment Assessments: We evaluated the booking process from acknowledgment to confirmation and feedback.
6. Social Media: Our analysis covered account setup, response time, and resolution across various platforms.
7. Webform Audits: This included the form review, acknowledgment message, and resolution.
8. Google Card: The audit focused on keyword effectiveness and ease of finding the property.

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Detailed Findings: Mystery Audits
The Mystery Audits involved simulating real customer interactions. Each journey was carefully documented, including stages such as inquiry, calls, WhatsApp, sales agent interaction, viewing, and, in some cases, a visit to the sales office. The assessments for SAAS Properties and its competitors (Sobha, Dubai Properties, and Binghatti) were done across multiple touchpoints. Here’s the detailed breakdown:

1. Inquiry Stage: We observed several pain points in communication and response. Recommendations focused on improving customer acknowledgment and providing clearer information.
2. Call Center Audits: For both call center agents and sales agents, we identified areas where proactive communication could be improved. Four themes were emphasized:
   • Communication and Greeting
   • SLA Communication
   • Agent Proactivity
   • Follow-up and Appointments
3. WhatsApp Interactions: We identified gaps in response time and tone consistency. Recommendations were tailored to improve agent proactivity, the clarity of information shared, and overall response times.
4. Sales Agent and Viewing Experience: Each viewing was analyzed based on customer engagement, professionalism, and product knowledge.
5. Sales Office Visits: We found inconsistencies in the hosting and branding experience. Specific recommendations focused on improving the customer-facing aspects of the sales office, such as greetings, signage, and overall ambiance.

Competitor Findings
For competitors like Sobha Realty, Dubai Properties, and Binghatti, we conducted similar journey assessments and identified how their touchpoints performed in comparison to SAAS Properties. These assessments provided a benchmark to help SAAS improve its competitive standing in the market.

Results

1. ‍Improved Decision-Making: Through the detailed touchpoint and mystery audit analysis, SAAS Properties was able to make data-driven decisions to enhance customer experience.‍
2. Streamlined Operations: Actionable recommendations for each touchpoint helped streamline communication, service delivery, and customer engagement.‍
3. Increased Customer Retention: Implementing the four themes of call center improvement (communication, proactivity, SLAs, follow-ups) led to better customer satisfaction and improved retention rates.‍
4. Benchmarking Against Competitors: By comparing SAAS Properties with Sobha Realty, Dubai Properties, and Binghatti, the client could identify opportunities for differentiation and further market growth.‍
5. Enhanced Digital Experience: Recommendations across digital touchpoints like social media, websites, and webforms significantly improved the user experience and interaction quality.