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Discovery of the Service Journey and guest stay | My Mabu

Faced with the constant search for improvement in service, the need arose to identify possible problems in terms of customer relationship, with emphasis on scheduling and care of the stay.

Goals

The goals were mapped after preliminary studies with the Business Owner, in order to detect primary problems and their possible causes and solutions, as follows:

  • Continuous improvement in the journey of stay experience;
  • Map the difficulties of customers during their scheduling and service;
  • Identify the main points of contact between the customer and the company;
  • Map service bottlenecks in internal processes;
  • Identify opportunities for automating processes and integrating communication channels;
  • To seek greater efficiency in the provision of services, with the consequent impact on delivery and a high level of excellence to customers.

Methodologies

To evolve the discovery journey according to the objectives described, the following methodologies have been proposed:

 

1. Quantitative research | Customers

 

2. Focus Group  |  Customers

 

3. Focus Group  |  Employees

 

4. Workshop  |  Employees

Survey CUSTOMERS​

Profile mapping was carried out through a questionnaire sent to customers to collect information on habits and preferences of My Mabu customers. The main observations were:

  • Customers prefer to contact via Whatsapp (instant messaging application);
  • Most of them do not approve of receiving assistance via Chatbot;
  • The biggest reason to get in touch is to schedule accommodation;
  • Most say they are satisfied with the scheduling process;
  • They evaluate the general service provided by the CRC with a score of 3.11 / 5.0;
  • The biggest question is about the understanding and use of the RCI service.

Focus Group CUSTOMERS

Topics related to the service provided by the CRC (Relationship Center) were addressed, in order to understand the experience of customers regarding their doubts, questions and opinions.

Profile mapping

3
men

3
women

48
years was the average age

4 from Paraná
1 from São Paulo 1 from Rio de Janeiro
(All Brazilian states)

Main considerations

After a detailed and extensive analysis of the entire research process related to the Journey and accommodation, it was concluded that:​

  • Customers always prefer personalized service;
  • Customers look for improved communication;
  • In general, they evaluate the service as satisfactory;
  • Most of the clients don’t buy the apartments only for vacations, but also for investment;
  • Customers think that, because it is a high standard service, there should not be many problems in the service.

Focus Group EMPLOYEES​

Topics such as work routine, direct and indirect customer service and contract negotiation were addressed.

Profile mapping​

2
men

4
woman

39
years was the average age

Participants hold management and coordination positions

Main considerations

After analyzing the daily work processes of employees, we concluded that:​

  • Employees see management software too limited;
  • There are several tools to obtain a single information, which results in performance loss;
  • Difficulty and delay in generating reports due to manual processes;
  • There could be a greater investment in training;
  • Employees feel very overloaded due to the reduced number of workers and, at the same time, high demand;
  • Employees believe that the product is innovative, which motivates them to provide the best work for the company;
  • Collaborative work environment.

Workshop EMPLOYEES

A Co-creation Workshop was held with Mabu employees to collect inputs with the objective of proposing solutions in service, with the improvement of the workflow and the customer experience. All steps would aim to fill in data in the Service Blueprint tool.

Customer Journey

The customer journey was completed with the active participation of employees.

Service Bluprint

Frontstage actions
These actions are highly linked to the physical presentation and approach to customers.

Backstage actions
It demands a high effort to check documentation and information in the various systems.

Processes and tools
– Documentation issuance;
– Conference of clauses;
– Use of telephone and e-mail to contact the client;
– Use of eSolution in the management of some routines.

Customer pain points

  • Incorrect registration data;
  • The website does not function properly;
  • Customers did not receive payment slips;
  • Customers did not receive information and communications;
  • There was inconsistency of information received;
  • Services below expectations.

Employees pain points​

  • Communication difficulties;
  • The sale is cancelled;
  • Little support in the equipment;
  • Many manual processes;
  • Work overload;
  • Contacting customers via telephone due to portal problems.

CONCLUSION

Based on all the research and using its results, we evaluate action scenarios that will complement this study in later stages:

 
RESEARCHES

  • New survey with booking and accommodation experience form;
  • Research aimed at foreign customers, as they respond to most of the contractors;
  • Focus Group with customers who have canceled their plans, to collect qualitative information;
  • Evaluate the user experience from the way in which the website is accessed, through the tone of voice in the communication until the end of the registration.

MEDIA

  • Continuously monitor social networks (Facebook and Instagram) to capture user questions, opinions and feelings;
  • Increase content posts for engagement, rather than just posting photos of the venture. Example of content posting: Asks if the user knows Foz do Iguaçu and introduces the city; Hobbies for children on vacation with parents, etc.;
  • Quick and personalized responses on accommodation review sites such as TripAdvisor, Booking.com, etc.;
  • Creation of mass campaigns for product launches, promotions, and others;
  • Online brand improvement study.

TOOL FOR THE CUSTOMER

  • Perform usability testing with customers on the My Mabu Portal interface (mymabuhomes.com.br);
  • Develop a digital solution for customers on mobile devices so that they have more autonomy and practicality during their stay, such as online validation of apartment items, purchase of other services, service, sending documentation, and others;
  • Decrease processes that demand many activities from customers, such as the need to register on the portal (in addition to the registration you already have in the My Mabu database), access different screens to book and confirm appointments, among others.

 
TOOL FOR THE EMPLOYEE

• Analysis and processes:
      – Mapping of workflows and tools for future integration into a single platform;
      – Analysis of duplicate or incomplete systems (such as the need to generate reports to obtain a single consolidated information, restrict strategic use of Excel, among others).
 
• Plan and develop system to:
      – Automate basic services, such as sending bills to assignees in a timely manner for payment;
      – Record history of changes and user activities on the portal, for change control;
      – Receive periodic consolidated reports of appointments, reservations, defaulters, among others.
DATA
  • Analysis of accesses and traffic on the site to map use of resources and possible adjustments;
  • Analysis of the hardware and software infrastructure with reference to the best market practices;
  • Evaluation of the site’s functionalities for the application of tools with a focus on converting users.
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