Reinventing Customer Experiences

Sampoorna Parivartan was a change programme undertaken by the Brigade Group in 2009 targeting business excellence. Brigade is one of the very few real estate companies implementing such a large-scale change initiative focused on Customer Experience.

Towards the end of 2021, Brigade kick-started the next leg of the digital journey with Sampoorna Parivartan 2.0 - Katalyze. A dedicated team was formed with a mix of business and technology leaders to drive improvement in customer experience. A series of workshops was held with various customer facing and other support teams to identify opportunities for improvement under Process, People, Technology and Data. A series of Customer Focused Group Discussions (FGD) were conducted in Bengaluru, Chennai, Hyderabad, Mysuru and at our marketing office in Dubai, which caters to the Middle East region. Exhaustive notes taken during the FGDs were analyzed to better understand customer expectations and points-of-view, to complement insider insights.

This helped develop a series of interventions through two consulting agencies with prior expertise and experience in such initiatives. Formerly when a customer was onboarded, there were gaps in calls to customers as well as the information provided. Post intervention, the onboarding process has been optimized and simplified with a series of coherent steps and reduced call durations.

Similarly, during the process of booking a home, a customer is required to fill a detailed booking form. Many customers had suggested automation of the booking form. This was achieved through a custom application that automated filling of booking forms as well as enabled electronic signing of forms. This resulted in a reduction of time as well as the number of incomplete data points. Optimized processes like these have translated into better experiences and happy customers.

– Gupta Boda,
Head - IT & Digital, Brigade Group