Spotlight on…a winning customer-centric proposition in Al Ghurair Properties
Our transformation journey is about coming together, working towards a shared Purpose, celebrating and building on our legacy, by collectively reshaping the future of Al Ghurair. It’s a privileged position, and we all have a part to play in shaping and driving the transformation.
Our ‘Spotlight’ series aims to shine a light on transformation highlights across the group. Each edition will feature a different team or colleague, showcasing progressive action, innovation, and Purpose-led progress!
In the latest edition of our ‘Spotlight’ series, we explore the transformative action that led to Al Ghurair Properties’ Gold win at the recent Gulf Customer Experience Awards 2023!
Going for gold
At the recent Gulf Customer Experience Awards, Al Ghurair Properties (AGP) emerged as gold winners for ‘Best Customer Experience in Real Estate’, beating out stiff competition from other highly reputed regional competitors. And this, just a year and a half since the launch of our Group-wide Customer Experience (CX) and Innovation Programme, for which AGP was chosen as the pilot for B2C transformation.
Our CX programme is dedicated to elevating and transforming the customer experience at every touchpoint, with the aim of embedding customer centricity at the core of our business. AGP, with its broad portfolio of customer-facing services, was chosen as the pilot for its ideal platform to implement and establish effective B2C CX activities.
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Evolving consumer demand
Real estate development companies have long been seen as an industry that focuses solely on 8the construction of buildings, homes, and commercial properties. However, in today's competitive market, this is no longer enough! With the rise of technology and the ease of access to information, customers are more empowered than ever before. They demand a seamless experience from the moment they start their search for a property to the time they move in.
“At Al Ghurair Properties, we recognised this shift in customer expectations early on and committed to undertake a CX transformation programme, to help us to understand how we can optimise our customer journeys. This project involved an extensive ‘deep dive’ understanding into our processes, systems, customer sentiment and identification of ‘pain points. We focused on understanding our customers' needs and preferences to create a more personalised, engaging and richer experience for them,” explains Sultan Al Ghurair, Chief Executive Officer, Al Ghurair Properties – Innovation and Growth.
Transforming for the better
Partnering with ModusCX, a leading management consultancy specialising in customer experience, the project began with mapping AGP customer journeys from start to finish. By identifying all touchpoints where customers interact with the company, and their sentiment and satisfaction at each phase, it was possible to analyse how each touchpoint could be elevated, optimised and made more seamless.
With these insights, AGP transformed its’ approach to customer contact, service and communication across the business – putting customer satisfaction and happiness at the heart of all decision-making.
With this truly customer-centric approach, AGP has seen a stark increase in customer satisfaction, retention, and loyalty. This has led to an increase in referrals and repeat business, which has helped the business to further expand its’ customer base.