Turning data into smarter homes

Innovative technology is allowing customers to be co-designers in the homes and communities of the future.

Ask anyone who has built a home for the first time what they would’ve done differently in hindsight and their list will likely be extensive – from more power points to better insulation.

For almost 100 years, Frasers Property Australia has been developing residential land, houses and apartments. In recent years, it has invested in a series of integrated systems to create a customer experience like no other, digitising and collating the wishlists of its “customer collaborators” to help shape the homes and communities of the future.

“We don’t just design the dwellings and bring them to the market; we work with our customers to ensure their vision truly comes to fruition,” says Anthony Boyd, CEO at Frasers Property. “This partnership helps us create that feeling of home we all want, of belonging and being embraced by place.”

Using SAP’s experience management platform Qualtrics has allowed Frasers to aggregate periodic surveys with direct feedback from the company’s clients and community relations managers. Data is then surfaced in real time into easy-to-read dashboards and apps to empower its employees to create more intuitive property designs.

“We can see elements that customers are looking for in a community, like dog parks and community rooms filled with natural light spilling into beautiful gardens,” says Emily Wood, general manager, brand and customer.

Democratising data through SAP’s systems allows architects, designers, builders, project managers, community development officers, marketing experts and sales staff to access the feedback and desires of homeowners and tenants living and working in Frasers’ properties.

“To deliver a great customer experience, you have to invest in your employee experience,” says Sumeer Shoree, general manager of IT and digital at Frasers.

“Having the latest data at their fingertips means teams can track and check in on what customers are saying,” adds Wood. “Qualtrics has provided a greater level of incentive for every team to be constantly trying to improve those metrics.”

And it’s winning new customers. “We’ve seen tremendous growth in our Net Promoter Score,” says Wood. “Repeat and referral customers are a significant contributor to our business and it’s been trending upwards every year – something we couldn’t expect to maintain without SAP and Qualtrics.”

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