Re-inventing the Caydon digital customer experience end to end
- Client
- Caydon Property Group
- Industry
- Property
- Solutions
- Marketing Technology
- Region
- Australia
Conversion on the profiling landing pages
48%
Unique open rate above industry standards
21.5%
Conversion on the appointment booking page
18%
The challenge
The project had two mandates: improve the Caydon customer experience so prospects arrive at the end of their buying journey feeling supported, prepared and confident, and refine internal sales processes for accurate forecasting and day-to-day transparency. Discovery workshops with IT, marketing and sales, plus focus group research across four buyer types, surfaced the shared pain points: contactability of leads, lead qualification, understanding intent, sales forecasting and the handover of buyers to construction.
Our solution
Delivered over five phases, from current-state workshop through focus groups, reporting, future-state strategy and implementation, the work established business rules delineating marketing-owned and sales-owned statuses, lead ownership and SLAs for engagement, mapped from initial enquiry through to deposit. Each pain point got an action plan under a simple framework: what’s the problem, and how do we fix it.
The build delivered an end-to-end customer experience strategy and three project-specific database enrichment nurtures, maximising sales opportunities through automation and profiling, backed by our Melbourne-based call centre.
The results
The nurtures achieved a unique open rate 21.5% above industry standards, a 48% conversion on the profiling landing pages and an 18% conversion on the appointment booking page: a seamless experience for buyers, and a sales team with visibility from enquiry to deposit.
From the team
There's no real secret to improving your customer journey and sales process. It's simple. Listen to your sales team, and most importantly listen to your customers. We loved working with Caydon, their team embraced change and trusted us to guide them through the project from start to finish. The result? An end-to-end customer journey strategy, creating a seamless experience for their buyers and sales team.
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