Page 5 - V3 TOGA_CX Presentation

UNCOVERING CUSTOMER INSIGHTS TO TARGET KEY OPPORTUNITY AREAS FOR TOGA
An “outside-in” approach was adopted where 15x current TOGA customers were interviewed. A diverse set of customers were chosen, with a combination of advocates, satisfied and dissatisfied singles and couples who had purchased from different TOGA developments.
The goal of the customer interviews was to empathise with customers and understand the purchasing experience from their perspective (distinct from TOGA). Key themes were explored during the interviews to ensure we captured the customer’s overall experience with TOGA as well as their needs, challenges and priorities that were consistent across the group. The interviews were used to uncover customer insights, customer personas and identify opportunity areas and problems to solve.
After all the interviews were conducted, a Persona Development Workshop was held on the 16th July 2018. This was a collaborative process involving the Design Team. The workshop involved a knowledge transfer, in which TOGA staff collectively reviewed the empathic interview transcripts and collaboratively uncovered customer insights.
EIGHT CUSTOMER INSIGHTS
Eight customer insights were uncovered that collectively informed the customer’s current needs, pains and gains:
1. Local Connection
2. Diamonds in the Rough
3. Anxiety of the Unknown
4. Waiting Pangs
5. Lost in Translation
6. Recognise Me
7. Talk to Me
8. Safe Bet
FOUR OPPORTUNITY AREAS
From the eight customer insights, four opportunity areas were identified
1. How might we better service our customers to make them feel recognised and important so that there is a consistent end-to-end TOGA experience that is tailored, special and valuable to each individual.
2. How might we reduce the anxiety around delays and waiting times to maximise the excitement of buying a new unit.
3. How might we consistently position TOGA as a safe bet for customers to more closely align with our customer’s buying behaviour and encourage referrals.
4. How might we normalise the whole process of buying off the plan to make it as easy, efficient and effortless as possible.
THREE CUSTOMER PERSONAS
To ensure that TOGA capitalised on the opportunity to develop solutions that are personalised to each customer and resonate with them individually, Customer Personas were jointly developed by the Design Team.
Instead of using the conventional approach of segmenting through demographics, the Personas were mapped and categorised according to psychographics, engagement levels, future view and investment portfolio. This allowed more of a ‘personality’ to be developed around TOGA’s customer segments.
Three personas to be used internally within TOGA:
1. Dreamcatchers: These customers are ‘chasing’ after a dream and a
vision to start a new life and call a new place home
2. Movers and Shakers: These customers are moving to a new place
because of a “shift” in their circumstance
3. Legacy Builders: These customers are looking to build a real estate
‘empire’ as security for their retirement or for the next generation
Commercial in confidence
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