Game on: How Ray White boosted CX engagement
Tools used
- Forsta Surveys
- Forsta Studio
- Forsta Go
- Forsta Services
- Forsta Action Management
Ray White, a family-owned Australian real estate group, recognized that after 9 years their Customer Experience (CX) program needed an update.
The challenge
The market leader, with over 1,000 offices and 6,700 sales agents across APAC, holds customer centricity as a core value. And the next iteration of their CX program needed to create a customer experience that reflected that value.
Ray White wanted to gather richer insights from their customers throughout their journey and increase sales agent engagement and adoption. A tough ask.
As the business frontline, sales agents are best placed to deliver on Ray White’s ambition of best-in-class customer experience. However, the existing program’s insights were lacking, which meant low engagement across the board.
Without direct access to customer feedback, sales agents could only see Net Promoter Scores (NPS). Unsurprisingly, their relationship with their NPS was superficial and this clouded their understanding of the correlation between CX and business impact.
Franchise dynamics create complexity when generating and sharing aggregated learnings. Arming individual sales agents with the insights they need to deliver an ideal customer experience is more complicated than it looks. Insights must be relatable and engaging, plus they need to be easy to share. Agents spend much of their time away from their desks, so easy access on-the-go was a must-have capability for any CX technology adopted by the business. The challenges were too much for a standard CX solution.
“The first thing we noticed about Forsta was their energy and full commitment, and the way they always proactively came up with effective solutions to our challenges. The program itself is delivering great value and as such is rapidly expanding. The support from their service and consultancy teams has been invaluable and has given us great confidence that we will meet our long-term program objectives”
Jason Alford
National Technology Manager, Ray White Group
Our solution
Ray White needed a technology partner who would fully understand their CX challenges. In this case, an ”out of the box” program wouldn’t work. Instead, the business needed a customized, but simple solution.
Ray White looked to Forsta who invested the time to deeply understand their needs and create a customized CX solution.
Automated surveys are now delivered at multiple customer journey stages to capture real-time authentic data. And crucially, customer feedback was literally put into the sales agents hands with a mobile app – an innovative gamified approach built on a white-label version of Forsta Go. This internal solution, called ‘Ray White Listen’, gives sales agents end-to-end visibility of their survey responses, and drives increased engagement levels by delivering personalized notifications and kudos alerts. Sales agents are engaged, and motivated to use the app. In addition, agents can also use the app to generate branded social badges containing testimonials, which they easily share with their prospects and amplify using social media.
The results
Ray White now has a CX program reflective of their deeply customer-centric culture. They gather insights and feedback in real-time at multiple points throughout the customer journey and are expanding the program to cover the entire customer journey. Increased customer engagement and sales agent adoption means:
13,000+
email survey invitations per month
1,000+
franchise offices onboarded
2,000
sales agents downloaded “Ray White Listen’ within the first 3 months
3,000+
testimonials created and shared
For Ray White, delivering a best-in-class CX program was only possible with Forsta’s consultative approach and expertise in understanding of the human experience, both end-customer and sales agents, in a highly complex franchise environment.
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