Customer Satisfaction
Surveys
Surveys for valuable customer feedback.
Gaining customer insights to optimize sales.
Feedback,
We need Feedback
Intro & Challenge
Our primary challenge was gathering valuable feedback from our prospective buyers and essential stakeholders. Given the reluctance in the upscale real estate market to dedicate time for interviews, and the fact that obtaining direct feedback from prospective buyers was more or less a black box for us, there was an urgent need to explore alternative methods to gather this crucial feedback about our services.
My role
I designed and implemented Customer Satisfaction Surveys to gather feedback from prospective buyers. I used Typeform to create surveys tailored to each buyer segment and utilized Mailchimp for distribution.
The audience was segmented based on their progress in the buying journey, using Metabase to ensure each group received relevant questions. I analyzed the survey results and provided a summary to the Sales Coordination team (later presented as a Tableau Dashboard).
This helped the Sales Coordination team make informed decisions for marketing new construction projects and improving the sales process.
Tailored Surveys
for Actionable Insights
Actions
Acknowledging the significance of customer sentiment, we employed Customer Satisfaction Surveys as our method. These are pivotal tools to measure the overall sentiment and feedback from prospective buyers. They provide insights into the level of satisfaction with products, services, or experiences provided by a company.
Utilizing Typeform for surveys and a Mailchimp campaign, we sent out these questionnaires bi-weekly to our prospective buyers. Through Metabase, we segmented them based on their respective phase and status in the buying process. Each segment received a tailored Typeform survey. These were specially designed with questions aligned to each buying phase, supplemented with general queries about real estate agent activities and the quality of their services.
Informed Decisions,
Successful Recruitment
Outcomes
Guided by this structured feedback, our Sales Coordination team could make informed decisions for marketing new construction real estate projects, ensuring the sales process was optimized. All stakeholders, including developers, obtained a comprehensive understanding of the property's marketing and sales processes.
Additionally, through consistent feedback and recognizing recurring pain points across different buyer segments and phases, we could refine our services, leading to enhanced buyer satisfaction.
We also used the Customer Satisfaction Surveys as a recruitment tool for more in-depth qualitative buyer interviews. Asking for their willingness to participate in exchange for incentives became one of our most successful recruitment strategies for direct qualitative feedback.
Transparency and
Data-Driven Improvements
Learnings
One key insight was the eagerness of buyers at the start of their journey to provide feedback. In contrast, once the buying phase concluded, it was mostly the extremely satisfied or dissatisfied buyers who came forward. I conducted bi-quarterly evaluations of the survey results, which were later integrated into a Tableau Dashboard for better visualization.
In addition, to promote transparency and direct communication, I established a Slack channel. Here, individual Typeform responses were shared with a broader audience within our company. This initiative ensured all stakeholders had access to direct, unfiltered feedback from our prospective buyers.