Signature Residential Limited®
SRL is the flagship franchise within the Signature Homes Group.
Covering Auckland Central, West and North Shore plus Rodney & Kaipara the franchise builds bespoke homes for residents.
SRL not only needed to find new customers amidst the shrinking demand for new housing in 2012, but to also understand the customer experience from initial contact through to completed build project.
The programme involved tailored in-depth interviews with past clients on the customer experience which led to a business revitalisation focusing on improved customer engagement at all touchpoints of the business.
After some time of improved customer experience focus, an acquisition campaign was launched to identify and target potential customers, using a combination of direct mail, web landing page and telesales follow up. The programme was highly successful and repeated later in the year.
The work on profiling and understanding customers went to deliver a campaign with a ground-breaking 37% response rate and 11% engagement from new customers. (Results to Jan 2013)