CX & CRM Overhaul for a Luxury & High-Street Retail Destination

Spearheaded CX and CRM transformation, leveraging data analytics and customer feedback to improve service quality, streamline operations, and enhance guest experiences at a premier retail and leisure venue. Introduced automated systems to enhance guest relations and service response times.

Challenges:

A luxury shopping mall facing challenges in optimizing customer experience (CX) and customer relationship management (CRM) was hindered by the following:

Limited Customer Feedback Channels: Response times to complaints and service requests were slow, affecting customer satisfaction and loyalty.

Unstructured Data Collection: The lack of a clear strategy for collecting and utilizing customer insights made it difficult to make data-driven decisions.

Inefficient Guest Relations Processes: Inconsistent SOPs and undefined KPIs in guest relations hindered the ability to provide timely and effective service

Solutions:

To address these challenges, a comprehensive CX and CRM overhaul was executed, focusing on data-driven systems across departments:

Customer Feedback System: A real-time feedback system was designed and linked directly to the operations team, ensuring that customer concerns were addressed rapidly and efficiently.

Salesforce CRM Integration: Salesforce was customized to streamline both B2B and B2C management, enhancing communication and operational alignment across departments.

Journey Mapping: A thorough mapping of the customer experience was carried out using Miro, identifying gaps and streamlining SOPs for guest relations, ensuring a more structured service process.

Operational KPIs: Measurable KPIs were introduced across guest relations, operations, and facilities management to ensure service requests were handled within agreed SLAs.

Impacts:

This transformation elevated the mall’s customer experience to a new standard, driving increased loyalty, revenue growth, and operational efficiency, ultimately solidifying its reputation as a premium shopping destination.