SAAS Properties. Enhancing Real Estate Sales Launch Customer Experience (CX)

Context, Approach & Methodology

We conducted an in-depth analysis to identify key organizational gaps that hindered SAAS' ability to deliver a seamless CX. We focused on two main areas:

1. CRM Department: Establishing a designated department to centralize and enhance customer relationship management efforts.
2. Sales Launch Strategy: Reinvigorating SAAS' sales approach in Dubai to reflect its premium positioning and differentiate it from competitors.

Groundwork

Our groundwork began by identifying two critical gaps:

1. CRM Department: Centralizing CX efforts was essential for personalized customer interactions and data-driven decision-making. We identified that without a dedicated CRM, SAAS risked losing customer satisfaction and operational efficiency.
2. Sales Launch Strategy: SAAS’ current sales approach, designed for Abu Dhabi’s market, lacked the dynamism needed for Dubai’s competitive landscape. It was crucial to tailor a strategy that maintained SAAS’ premium identity while making a significant impact in Dubai.

We introduced two CX initiatives:

1. CRM Department and Governance Model:
   We outlined the significance of establishing a CRM department with a dedicated governance model to ensure sustained focus on CX. This department would be responsible for overseeing CX initiatives and KPIs. We defined the RACI (Responsible, Accountable, Consulted, Informed) matrix and timeline for both CRM department establishment and CX KPI development. The department’s goals included developing clear roles and implementing relevant CX KPIs to measure customer satisfaction effectively.
2. For CRM governance, we proposed a five-stage process:
3. • Investigate: Research existing CRM models.
   • Initiate: Design the CRM department framework.
   • Execute: Implement the department and assign roles.
   • Scale: Expand operations as the department grows.
   • Embed: Fully integrate CRM into SAAS’ operations.
4. We also defined the roles of the CX core team, executive sponsors, CX committee, and CX champions to streamline governance efforts.
5. Sales Launches:
   To address the sales launch strategy, we emphasized the importance of a well-planned launch to create strong impressions and ensure a successful market entry. We introduced a phased launch approach, emphasizing broker briefings, public project reveals, and the official sales launch.
6. We identified the following phases:
7. • Exclusive Broker Briefing (Day 1 & 2): Equip brokers with essential information and generate pre-sales buzz.
   • Top Performing Broker’s Launch (Day 3): Engage key brokers to promote SAAS properties.
   • Official Public Launch (Day 4): Reach potential buyers and increase brand visibility through immersive experiences.
8. For each phase, we provided detailed plans for execution, including feedback collection methods, such as Voice of Customer (VoC) techniques, to ensure effective assessment and refinement of the sales strategy.

Result

By establishing a CRM department, SAAS gained the ability to monitor CX progress closely and align organizational efforts with customer needs. The implementation of CX KPIs improved decision-making and enhanced customer satisfaction, creating a customer-centric culture across the company.

The Sales Launch Strategy resulted in a successful, high-impact market entry in Dubai. The phased approach generated leads, enhanced customer engagement, and positioned SAAS as a premium brand in the Dubai market. Key performance indicators (KPIs) such as media coverage, lead generation, and conversion rates exceeded expectations.