Builders invest in new service channels

Investing in relationship channels that go beyond the traditional SAC has been a bet by construction companies in the economic segment, to improve the customer experience in search of information about launches and attract new buyers. The focus is on digital tools to improve processes that have a direct impact on sales.

An example comes from CTV Construtora, which has just created the Journey of the Customer, a sector whose job is to guide new buyers throughout the negotiation process. The idea arose, according to the company’s Marketing manager, Bruno Lima, with the aim of unifying demands and responses in a single channel.

— The goal is to get to know the customer in detail, listen to their criticisms and suggestions, solve possible problems and generate, based on the data, surveys that make our work even more assertive. Before, it was very sprayed. Now we have a specific area to resolve pre- and post-sales issues,” says Lima.

Service can be done via phone, WhatsApp and email. The area provides information on the progress of the project’s works and plans, sends duplicate slips, answers questions about financing and forms a communication bridge with Caixa in the case of financed properties.

MP Construtora also has an exclusive area to accompany the client at all stages of the business, divided into four sectors: Sales Department (generates contracts and controls sales); Transfer (assists in contracting bank financing); Billing and Collection (intermediates financial negotiations with the client); and Customer Relationship.

— We provide the interface between the customer and the correspondent bank affiliated with Caixa to facilitate the contracting process. There are four different sectors with a lot of synergy, which interact with the customer and have the function of serving them better and better – explains Gisele Couto, manager of Corporate Relationship at MP.

According to her, satisfaction surveys are also carried out throughout the journey. The first is applied after the sale of the property to find out how the customer’s relationship with Caixa and the correspondent bank was. Afterwards, an after-sales survey is carried out to identify whether there was a failure during construction or when handing over the keys. Finally, the company also carries out a post-occupancy survey, one year after the resident moves in.

— Always putting ourselves in the customer’s shoes not only to meet his expectations, but to exceed them. Often, it is the first and will be the only property in the life of this family – points out Gisele.

Tenda, on the other hand, is committed to perfecting its digital channels, with emphasis on the application and WhatsApp. The intention is to make the service more intuitive and self-manageable. If desired, the customer can issue the slips and request technical assistance when necessary, autonomously, without the need for interaction with a human.

Alejandro Abiusi, Clients, Marketing and Intelligence manager explains, adding that the improvement of the construction company’s service channels has had a positive impact on sales.

— In the second half of 2022, around 80% of sales were made by people who arrived at the company through the website. This data reinforces the importance of using technology to improve customer relationships. We want to provide buyers with a more fluid experience,” says Abiusi.

Around 80% of customer calls are made via the messaging app

At CAC Engenharia, WhatsApp is the champion among the digital channels made available by the company. Of the total customer calls, around 80% are made through the messaging application. For Suelen Trindade, Head of Customer Relations at the construction company, this shows how much people have demanded agility in the processes.

— Customers don’t want to waste time calling, they want to enter a channel, record the demand and get a quick response, preferably. In this channel, we try to make a more efficient screening of demands and record the history of customer service – points out Suelen.

In addition to the phone number and e-mail, the construction company offers a chatbot on the website with a virtual attendant. Depending on demand, the customer is directed to a responsible person. The tool was implemented two years ago and has been receiving constant improvements, says Suelen.

Cury has made information and self-service links available via smartphones and tablets, to ensure more autonomy for customers. The company’s Director of Operations, Sabrina Ribeiro, also highlights customer service via video call, a process that emerged as an alternative at the beginning of the pandemic, but which has been preferred by most customers.

— We believe that the dissemination of new information and guidelines through videos makes communication more dynamic — she says.