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To deliver on its goal of providing outstanding customer experiences, McGrath Estate Agents has created a customer management program designed to transform the way its customers deal with the company, delivering a meaningful and personalised interaction.
GM customer experience at McGrath Estate Agents David Watson said the program was built using Qualtrics CustomerXM.
He said that by using experience data, the company is able to identify the key moments in the customer life cycle.
“For example, optimising platforms when customers are searching our properties online, we are able to optimise the customer experience we deliver at these times to delight our customers.”
“Using Qualtrics, our property management team can capture customer feedback in real time, analyse it quickly, and rapidly get insights into the hands of frontline staff to take action on.
“Analytics and dashboards provide real-time feedback at a region, office and individual level. This enables us to deliver a personalised and customer experience at scale.”
Valued
Mr Watson said this way customers feel that they are valued.
“That they have a voice, and that we at McGrath are listening and closing the loop. This has delivered an enormous boost to the brand. Customers have expressed delight and gratitude at being heard and responded to in a prompt manner.”
Mr Watson said that customer expectations are changing.
“Like all other industries, mobile and digital have changed customer expectations in the real estate industry.
“Customers expect more personalised interactions and want to deal with real estate agencies through different touchpoints beyond phone and face-to-face.”
But he said many real estate agencies have not evolved to invest in these areas of the business.
“We believe that engaging with our customers on their terms is a key priority, which is why we are focused on providing a quality of service our customers expect and demand.
“Before McGrath used the experience management platform, the quality of individual relationships rested solely with agents. With so many agents across Australia, it was difficult for McGrath to create a brand voice and manage the experience at a corporate level.”
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