Seeff Group scoops Ask Afrika Orange Index Award for Best Customer Experience in Estate Agency
Category Success Story
Seeff Properties has taken the top spot and been awarded 1st place for "best customer experience" in the Estate Agents Industry in the Ask Afrika Orange Index Awards 2019/2020. This is the second time that Seeff has won the award and scored particularly high in the trust and reputation categories, says Ted Frazer, national marketing manager for the group.
The index is the largest and most widely-referenced service excellence benchmark in South Africa. The index compares service performance across more than thirty industries and the research is conducted independently. Winning the award is a big deal, says Andrea Rademeyer, CEO and founder of Ask Afrika.
The index uses the most relevant service benchmarks, providing an overview of each customer touchpoint and a robust sample of participants. Removing all stereotypes, it benchmarks how consumers expect to be treated, based on differing expectations, and provides a navigating light for brands to influence the consumer experience within a changing marketplace.
It is a sought-after accolade because it is an independent measure, says Ms Rademeyer. It has become the benchmark in service, and it is very difficult to get to the top three never mind win it. It is a super accolade to be recognised in the Orange Index.
In a world where we have a seen a shift from transaction to service, this is an important achievement, says Mr Frazer. It can be quite a challenge in the real estate sector which is highly competitive with a large number of operators and a fairly homogenous offering.
The award is testament to the hard work that our agents put in and the service that they deliver in their respective areas of operation. It also again highlights that despite technological advances and enabling, the human touch remains vital.
One of the aspects highlighted by this year's survey is that while technological advances have made it much easier to communicate and connect with customers, it is harder to make an emotional connection. In our industry, it is estate agents who make those vital emotional connections. They are the backbone of Seeff's sales success which stretches over five decades, he says. We are particularly proud of scoring high in the trust and reputation categories which resonates with our brand positioning.
Author: Gina Meintjes