SAAS Properties. Embedding Customer Experience Vision through Structured Training Development

Context, Approach & Methodology

To achieve SAAS Properties’ CX vision, we adopted a structured training development approach using the ADDIE model (Analysis, Design, Development, Implementation, and Evaluation). This model was selected to ensure a systematic training program that addresses all facets of customer interaction, from grooming and behavior to specific CX rituals.

Groundwork

1. Initial Stakeholder Engagement:
   • Conducted 12 interviews with business stakeholders across all departments to understand current CX challenges and aspirations.
   • Reviewed documents from 9 departments, including policies, guidelines, and standard operating procedures (SOPs), to assess current practices and identify gaps.
2. CX Audits and Journey Mapping:
   • Conducted 55 CX audits across 9 touchpoints, examining customer interactions and identifying areas for improvement.
   • Created a CX Maturity Report that included company diagnostics, CX health scoring, and 28 overarching action plans.
   • Mapped customer journeys for residential off-plan and ready customers, as well as broker management journey maps.
3. Training Needs Assessment:
   • Identified key learning goals: delivering exceptional customer experiences through consistent professionalism, effective communication, and proactive service.
   • Designed training to cover the following rituals:
     • Sales Gallery: Personalized engagement and product knowledge.
     • Viewing Visit: Seamless and attentive service tailored to customer needs.
     • Snagging: Prompt issue identification and reporting.
     • Handover: Clear communication of timelines to optimize property handover processes.
     • Maintenance: Efficient resolution of maintenance issues to uphold property standards.

Analysis

During the analysis phase, we identified SAAS Properties' key CX challenges and goals:

• Target Audience: All frontline and customer-facing employees, including valet personnel, hosts, receptionists, security personnel, sales team, handover team, defect liability period (DLP) team, and technicians.
• Data Collection: Utilized interviews, document reviews, and mystery shopping to pinpoint improvement areas and set clear learning objectives.

Design

In the design phase, we structured the training program to enhance customer interactions and satisfaction:

• Learning Objectives: Improve communication, understand customer needs, and deliver exceptional service across all customer touchpoints.
• Training Approach: Included role-playing, case studies, and interactive discussions to ensure engaging and practical learning experiences.
• Key Focus Areas:
  • Grooming & Behavioral Communication: Mastering professional non-verbal cues and grooming standards.
  • Sales Negotiation Training: Personalizing sales techniques for mutual benefit and business growth.

Development

The development phase involved creating training materials and tools:

• Content Creation: Developed presentations, handouts, videos, and e-learning modules based on real-life real estate scenarios.
• Materials Developed: Presentation decks, scenario cards, quizzes, grooming PDFs, and videos.
• Training Agenda: Crafted a detailed CX training agenda stretched over four days, specifying the content and timing of each chapter, including breaks.

Implementation

During the implementation phase, we rolled out the training program:

• Training Delivery: Conducted hands-on departmental workshops and simulation training across all teams involved in CX rituals.
• Internal Launch: Launched the training internally through an EDM campaign to inform and emphasize the importance of the CX vision for SAAS Properties’ growth.
• Employee Feedback Mechanism: Established a feedback mechanism to collect real-time feedback, encourage continuous improvement, and ensure consistent delivery of CX standards.

Evaluation

In the evaluation phase, we assessed the effectiveness of the training:

• Feedback and Assessment: Used assessments, surveys, and feedback to evaluate the achievement of learning objectives and the impact on CX.
• Continuous Improvement: Analyzed data to refine training content and delivery methods, ensuring the program's relevance and effectiveness.

Result

The CX training strategy for SAAS Properties was aimed at embedding the CX vision across the organization by:

• Improving Employee CX Skills: Trained employees demonstrated enhanced professionalism, effective communication, and proactive service delivery.
• Embedding CX Rituals: The seven developed rituals were consistently implemented, improving customer satisfaction and loyalty.
• Consistent Training Delivery: The “train the trainer” approach ensured uniform training content delivery, skill development, and adaptability to diverse learner needs.
• Ongoing Support and Feedback: The employee feedback mechanism facilitated continuous improvement and upheld high CX standards across all touchpoints.
• Sustained Organizational Growth: Semi-annual training sessions ensured a future-proof and sustainable company culture, reducing the need for frequent changes and minimizing disruptions to daily operations.

*The CX Training wasn't implemented due to the direction shift