Putting customers first delivers service improvements across property business
Customer:
Frasers Property LimitedChallenge:
- Information fragmented and hard to maintain
- Extend and leverage digital core to enhance the customer experience
- Improve internal processes and B2B and B2C services
Solution:
- Extend existing on-premise SAP CRM functionality
- Implement SAP Customer Cloud solutions to extend digital core
- Create new customer-facing apps including, Construction e-Tracker, Residential Customer Portal, and Tenant Portal for commercial and industrial customers
Results:
- High solution uptake with more than 800% growth in quarterly tickets raised in the field over two years of operations
- Improved customer trust and better Net Promoter Scores
- More efficient quality assurance processes result in lower-cost business operations
Putting customers first delivers service improvements across property business
Building trust
Over the last five years, Frasers Property in Australia has embarked upon a series of customer experience projects using its existing on-premise SAP CRM technology – combined with SAP’s new generation of mobile-enabled cloud solutions – to deliver industry-leading customer service across the Frasers Property Australia and Frasers Property Industrial platforms.
At all stages in the customer lifecycle, be it pre-purchase information, building completion inspection or signing a tenancy, Frasers Property aim is to build trust with the customer and ensure it is maintained through to deal completion and beyond.
The period from initial interest to finally shaking hands on the deal can be long and arduous for a customer, as there are many milestones to tick off along the way. Frasers Property sought to simplify the number of touchpoints a customer has to encounter and ensure that its processes accurately registered customer queries and dealt with them comprehensively and logically.
Empowering customers
Frasers Property has around forty milestones to tick off during the construction phase of a house. Once completed, the customer inspects their property at the pre-settlement stage. With DXC Technology, Frasers Property developed a web-based system, called Construction e-Tracker, to not only track defects customers identify but to ensure the issues are visible internally and dealt with systematically. Developed using its on-premise SAP CRM system, e-Tracker has a digital portal that allows customers to log and track any defects.
As a result of introducing the portal, Frasers Property saw an uptake in the number of defects identified. The issues had always been there in the past, but there was now a system to identify them all. Before the Construction e-Tracker solution, different lists of defects would circulate the business, and no-one had total visibility of all the issues. With the new customer experience solution, more issues are identified, and the customer has full transparency as to what the remedy is. Internally, the entire organisation is working from the same source of truth, with visibility into who is dealing with which issues, and where they are on their journey to being resolved.
Frasers Property also uses SAP’s Customer Experience applications to serve its industrial, commercial and shopping centre customers. Tenants log issues and interact with the organisation seamlessly through the portal. Every issue raised intersects with other areas of the business – such as finance or insurance – but that complexity is dealt with internally and tenants don’t have to deal with multiple touchpoints.
The digital advantage
Mobile apps that leverage SAP information also play a vital role in ensuring that Frasers’ customers and sales agents have up-to-date information during the pre-sales process. Pre-sales information is now available in real-time through an app on their mobile device. Agents can see the stock allocated to them, be confident they are showing customers everything available for purchase and have the most up-to-date pricing.
It is the real-time access that is the actual value-add of digital. It allows sales agents to manage customer expectations better because all the information about a property or tenancy is readily at hand.
The digital apps helped Frasers Property conduct sales during the COVID-19 pandemic. Being contactless meant the organisation could still conduct much of its business via digital channels.
The customer experience solutions also enable Frasers Property to make better decisions. Good information about sales and customer interactions at the management level allows the company to improve how their representatives deal with customers, amplify positive interactions and guide staff on how to improve customer service outcomes further.
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