Wasl Properties. Transforming Customer Experience with In-Depth Touchpoint Audits.

Context, Approach & Methodology‍

We applied a structured methodology, analyzing touchpoints such as calls, emails, social media interactions, and Google cards across all business units. In addition, we conducted a series of audits, shadowing sessions, and interviews to gather qualitative insights into the customer journey. Detailed recordings and screenshots supported our findings, ensuring the client had a clear understanding of the pain points and actionable recommendations for each area.

Groundwork

Residential Unit: Touchpoints Analyzed:

• Calls: 1 call touchpoint (acknowledgment, response time, IVR, greeting, etc.).
• Emails: 1 email touchpoint (acknowledgment, response, format, resolution, etc.).
• Social Media: 4 accounts analyzed across various platforms (response time, engagement, resolution).
• Google Card: 1 card (display, linked website, ease of finding, and keyword usage).

Audits Conducted:

• 7 Mystery Audits: Lead handling, e-services, renewals, and customer service at the branch.
• 2 Customer Interviews: Related to lead/online lease team and violation handling.

Findings & Recommendations:

• For calls and emails, we assessed communication effectiveness, highlighting slow response times and gaps in resolution tracking. Detailed recommendations were provided to optimize acknowledgment, response format, and call-to-action clarity.
• Social media platforms were underperforming in terms of response time, particularly on inquiries related to leasing and renewals. We recommended improving response mechanisms and aligning tone and engagement across platforms.
• The Google Card review identified incomplete information and missing links. Recommendations included optimizing the card for better searchability and ensuring all business details are consistently presented.
• Interviews & E-Services Audits: We focused on ease of use, customer satisfaction with booking systems, and the post-service process, recommending improvements in navigation, service request fulfillment, and survey follow-ups. Detailed screenshots and recordings supported these assessments, pinpointing both positive interactions and critical pain points.

Commercial Unit: Touchpoints Analyzed:

• Calls, Emails, Social Media, Google Cards: Similar to the residential process, but with a focus on commercial clients' needs and inquiries.

Shadowing Session:

• 1 Shadowing Session: Involving a commercial leasing agent to observe the leasing process firsthand and uncover customer pain points during contract signing and facility management.

Interviews:

• 8 Interviews: Covering processes such as NOCs, onboarding, contract signing, and facilities management.

Findings & Recommendations:

• Identified gaps in NOC issuance and contract signing timelines. We suggested improving internal coordination and updating customers regularly on their service requests. Recommendations for facilities management included a more proactive customer engagement process to anticipate customer needs before they escalate.

Freehold Unit: Touchpoints Analyzed:

• 4 touchpoints: Calls, emails, social media, and Google cards.

Mystery Audits:

• 9 Mystery Audits: Included sales launches, open houses, unit viewings, broker registration, and owners’ association activities.

Shadowing Sessions:

• 5 Shadowing Sessions: Focused on post-sale snagging processes.

Interviews:

• 12 Interviews: Covered sales, key handovers, community management, and resale processes.

Findings & Recommendations:

• The sales launch process revealed several delays, which affected customer trust. We suggested streamlining the process and keeping customers informed with automated updates.
• Snagging and post-sale service needed better coordination between departments. Recommendations centered on setting up clear service standards and faster handover processes.
• For owners’ associations, we suggested improving community management protocols and ensuring regular touchpoints with residents.

Lands Unit: Touchpoints Analyzed:

• 4 touchpoints: Calls, emails, social media, and Google cards.

Mystery Audit:

• Conducted at Wasl’s HQ customer service.

Shadowing Sessions:

• 3 Shadowing Sessions: Focused on e-services.

Findings & Recommendations:

• The mystery audit at the HQ revealed a lack of consistency in customer handling. We recommended more training for front-line staff to ensure uniformity in greeting, problem resolution, and closing interactions.
• E-services evaluations pointed to usability issues, leading to frustration among landowners. Detailed recommendations were made for enhancing user-friendliness, navigation, and responsiveness of e-service platforms.

Analysis

Cross-Business Unit Insights:
Across all units, social media and Google card management were identified as key areas for improvement, with inconsistent response times and incomplete information affecting CX. Recommendations included adopting automated chat responses and ensuring uniformity in service details across platforms.

Customer interviews and shadowing sessions revealed significant insights into the customer journey. Pain points in customer service interactions, booking processes, and post-sale services were particularly prevalent in Freehold and Commercial units. Suggested improvements involved integrating more robust CRM tools and revising service protocols to reduce wait times.

Audit Overview:
We highlighted both delight points (positive aspects such as quick acknowledgment, professional communication) and pain points (delayed response times, unclear service processes). Recommendations were customized per business unit, offering targeted solutions for each touchpoint and process.

Key CX Metrics:
We introduced metrics such as response time, customer satisfaction scores, and resolution efficiency to monitor ongoing performance.

Results‍

The touchpoint and mystery audit program for Wasl Properties delivered a roadmap to improve customer interactions across all units. Key outcomes included:

• ‍Enhanced Customer Service Efficiency: Improved response protocols and faster resolutions, particularly in areas like social media and leasing inquiries.‍
• Increased Customer Engagement: Optimized communication through social media and Google cards, leading to better engagement and fewer missed leads.‍
• Streamlined Operations: Recommendations to improve internal coordination for services like facility management, post-sale snagging, and leasing have been implemented, leading to smoother customer journeys.‍
• Improved Customer Retention: Actionable feedback from audits, shadowing, and interviews has been used to refine touchpoints, creating a more consistent and customer-friendly experience.