Dubai Asset Management leases and maintains residential and commercial properties. The case study describes the company as a growing name in its industry, serving tenants across a relationship that runs from initial enquiry through moving in, regular maintenance and moving out. Customers interact with the business at many points in that journey, and in 2019 they returned 7,500 survey responses about those interactions.

Dubai Asset Management set out to measure the customer experience of the clients it had been serving, and found it had no means of doing so. The company lacked comprehensive insights and data about its current customer experience, which meant it had no way to assess whether customers were happy with its services.

The previous strategy offered no route to access or assess that experience. Without the data, the company had trouble gauging what worked and what did not in the service it provided to tenants of its residential and commercial properties.

The absence of real-time data carried a second cost. Situations could not be identified and remedied as they happened, so the company was unable to act instantaneously when something went wrong. The same gap constrained expansion: the lack of insights and data hampered the company's plan to grow at a sustainable pace.

Dubai Asset Management adopted the XEBO.ai VoC platform and used XEBO.ai's CX tools to build an instant feedback system. The company integrated its CRM into the XEBO.ai platform and automated a survey trigger, so that a survey went out every time a customer transaction was completed. This allowed the company to track the situation in real time rather than review it after the fact.

Before the surveys could run, Dubai Asset Management mapped its customer journey and identified the touchpoints that mattered. It then created automated surveys for each of them, including enquiry, tenants moving in, regular maintenance and moving out, among others. Once a touchpoint was triggered, the matching survey was sent to the tenant automatically, depending on where that tenant stood in the journey.

Surveys were deployed on multiple channels, using email and SMS, so that feedback could be collected through each customer's preferred channel of communication.

XEBO.ai's ticketing system closed the loop. The close-the-loop feedback system generates a ticket automatically whenever a respondent gives negative feedback, which let Dubai Asset Management take immediate corrective measures in response to poor ratings. The automation process took a few weeks, after which the automated feedback collection system was in place.

• Customer satisfaction index improved 21% by tracking CX across channels and contacting dissatisfied customers daily.
• 7,500 survey responses collected in 2019 across the mapped tenant touchpoints.
• 1,300 closed-loop tickets addressed in 2019, raised automatically from negative feedback.
• Employee engagement rose 28% after XEBO.ai tools were used to engage staff.
• Customer stay duration increased from 3.5 years to 4.5 years.
• Automated feedback collection was live within a few weeks of the mapping work.