Pre-Sale Customer Satisfaction Evaluation. March. 2011

Pre-Sale Customers Satisfaction Evaluation
Prepared by: Dr. Ahmad Abdulrahmanp y
Mar. , 26th, 2011
Marketing Department

Contents
No. Contents Page
1 Overview. 6
2 Objectives. 8
3 M th d l 93 Methodology. 9
4 Customers Satisfaction With Al-Qaser Project Location. 11
5 Trends of Satisfaction With Al-Qaser Project Location. 12
6 Customers Satisfaction With Al Qaser Project Community 136 Customers Satisfaction With Al-Qaser Project Community. 13
7 Trends of Satisfaction With Al-Qaser Project Community. 14
8 Customers Satisfaction With Al-Qaser Project Model Homes. 15
9 Trends of Satisfaction With Al Qaser Project Model Homes 169 Trends of Satisfaction With Al-Qaser Project Model Homes. 16
10 Customers Satisfaction With The Interior Design of Sales Center - (Al-Qaser Project). 17
11 Trends of Satisfaction With The Interior Design of Sales Center - (Al-Qaser Project). 18
12 Customers Satisfaction With The Presentations Delivered by The Sales Professionals (Al Qaser Project) 1912 Customers Satisfaction With The Presentations Delivered by The Sales Professionals - (Al-Qaser Project). 19
13 Trends of Satisfaction With The Presentations Delivered By The Sales Professionals - (Al-Qaser Project). 20
14 Customers Satisfaction With The Architectural Designs - (Al-Qaser Project). 21
2

Contents
No. Contents Page
15 Trends of Satisfaction With The Architectural Designs - (Al-Qaser Project). 22
16 Customers Satisfaction With The Sizes & Areas of The Units - (Al-Qaser Project). 23
17 Trends of Satisfaction With The Sizes & Areas of The Units - (Al-Qaser Project) 2417 Trends of Satisfaction With The Sizes & Areas of The Units (Al Qaser Project). 24
18 Customers Satisfaction With The Quality of The Products & Materials - (Al-Qaser Project). 25
19 Trends of Satisfaction With The Quality of The Products & Materials- (Al-Qaser Project). 26
20 Customers Satisfaction With The Value for Price Paid - (Al-Qaser Project). 27
21 Trends of Satisfaction With The Value for Price Paid- (Al-Qaser Project). 28
22 Overall Customers Satisfaction Trends –Table- (Al-Qaser Project). 29
23 Overall Customers Satisfaction Trends - Chart -(Al-Qaser Project). 30
24 Whether Customers Taken In Tours For The Home Models Or Not – (Al-Qaser Project). 31
25 Sales Professionals’ Ability To Answer Customers’ Questions – (Al-Qaser Project). 32
26 Likelihood To Recommend Friends To Visit Al-Qaser Project. 33
27 Primary Reasons For Visiting Al-Qaser Project. 34
28 Customers Current Living Districts – (Al-Qaser Project). 35
29 Al-Qaser Project Customers Ages. 36
3

Contents
No. Contents Page
30 Customers Satisfaction With Al-Tilal Project Location. 37
31 Trends of Satisfaction With Al-Tilal Project Location. 38
32 Customers Satisfaction With Al Tilal Project Community 3932 Customers Satisfaction With Al-Tilal Project Community. 39
33 Trends of Satisfaction With Al-Tilal Project Community. 40
34 Customers Satisfaction With The Model Homes - (Al-Tilal Project). 41
36 Trends of Satisfaction With The Model Homes - (Al-Tilal Project) 4236 Trends of Satisfaction With The Model Homes (Al Tilal Project). 42
37 Customers Satisfaction With The Interior Design of Sales Center - (Al-Tilal Project). 43
38 Trends of Satisfaction With The Interior Design of Sales Center - (Al-Tilal Project). 44
39 Satisfaction With The Presentations Delivered by The Sales Professionals- (Al-Tilal Project). 45y ( j )
40 Trends of Satisfaction With The Presentations Delivered by The Sales Professionals (Al-Tilal Project). 46
41 Customers Satisfaction With The Architectural Designs - (Al-Tilal Project). 47
42 Trends of Satisfaction With The Architectural Designs - (Al-Tilal Project). 48
43 Customers Satisfaction With The Sizes & Areas of The Units - (Al-Tilal Project). 49
44 Trends of Satisfaction With The Sizes & Areas of The Units - (Al-Tilal Project). 50
4

Contents
No. Contents Page
45 Customers Satisfaction With The Quality of The Products & Materials - (Al-Tilal Project). 51
46 Trends of Satisfaction With Quality of The Products & Materials - (Al-Tilal Project). 52
47 Customers Satisfaction With The Value for Price Paid (Al Tilal Project) 5347 Customers Satisfaction With The Value for Price Paid - (Al-Tilal Project). 53
48 Trends of Satisfaction With The Value for Price Paid - (Al-Tilal Project). 54
49 Overall Customers Satisfaction Trends –Table- (Al-Tilal Project). 55
50 Overall Customers Satisfaction Trends – Chart- (Al-Tilal Project). 5650 Overall Customers Satisfaction Trends Chart (Al Tilal Project). 56
51 Whether Customers Taken In Tours For The Home Models Or Not – (Al-Tilal Project). 57
52 Sales Professionals’ Ability To Answer Customers’ Questions. 58
53 Likelihood To Recommend Friends To Visit Al-Tilal Project. 59j
54 Reasons For Visiting Al-Tilal Project. 60
55 Al-Tilal Project Customers Ages. 61
56 Al-Qaser Project Conclusions. 62
57 Al-Tilal Project Conclusions. 66
58 Recommendations. 70
5

Overview
 This report is presenting an evaluation for pre-sale customers satisfaction status, for
the customers visited the sales centers in Al-Qaser and Al-Tilal projects in the period
(Dec,1st,2010) to (Feb,28th,2011).
 Th t l di l i th t d f t ti f ti i th l t th t The report also displaying the trends of customers satisfaction in the last three quarters
of the year extending from (Jun,2010) to (Feb,2011),in which the data was regularly
collected for the purpose of calculating the key performance indicators(KPI-13)
requested by the quality management system.
 Customers satisfaction evaluation is conducted for pre-sale customers within two days
of customers visits to the sales centers, and before signing sales contracts.
 Customers are surveyed by telephone and asked to provide their view points regarding
t ti f ti f t i l d d i ti i hi h l d d i t thcustomer satisfaction factors included in a questionnaire which was uploaded into the
oracle system.
 The factors used for evaluating customers satisfaction status are listed as follows:
P j t l ti• Project location.
• Project community.
• Presentations and designs of the model homes.
• The interior design of the sales center.
6

Overview-Continue
• The presentations delivered by the sales professionals.
• The architectural designs.
• The sizes and areas of the residential units.The sizes and areas of the residential units.
• The overall quality of the products and materials.
• The value for price paid.
 A ll t i li t d t h ith th l t d A call center specialist conducts phone surveys with the pre-sale customers and
up loads the surveys’ data into the oracle system.
 The researcher down loads the surveys’ data, conducts analysis and generates
reports.epo ts
 The generated report is distributed to the related departments for reviewing and taking
actions.
 A meeting is held and attended by the related departments for reviewing the reportg y p g p
and setting action plans to resolve the problems encountering the customers.
7

Objectives
 Understanding the status of DAAR customers satisfaction.
 Identifying the importance of each customer satisfaction factor in achieving customers
satisfaction.
 Finding out the trends of the customers satisfaction.
 Finding out the correlations between the factors used for evaluating customers
satisfaction.
 Presenting recommendations for activating sales and resolving the problems
encountering the customers.
8

Methodology
 A questionnaire was established and uploaded into the oracle system to be used for
conducting phone surveys.
 Pre-sale customers are surveyed by telephone and the surveys’ data is uploaded into
th l tthe oracle system.
 To facilitate the surveying process the following arrangements are undertaken:
• The customers are informed about the surveys to be conducted upon visiting the
l t i th j t itsales centers in the projects sites.
• Within two days of customers visits to the sales centers, a call center specialist
sends short messages to the customers to remind them about the surveys to be
conducted.co ducted
• The call center specialist calls the customers and conducts phone surveys with the
customers accepted to do the surveys immediately. For the customers accepted to
be surveyed later, the call center specialist calls them again and conducts the
surveys.
• The call center specialist uploads the surveys’ data into the oracle system.
• The researcher down loads the survey’s data, conducts analysis and generates
treports.
9

Methodology-Continue
 The total number of the customers visited Al-Qaser and Al-Tilal projects in the survey
period extending from (Dec,2010) to (Feb,2011), was (85) customers. (54) customers
were surveyed for generating this report. i.e. (63.5%) of the customers visited the two
projects were surveyed.
 (31) of the surveyed customers were Al-Qaser project customers, and (23) of them
were Al-Tilal project customers.
 According to the quality management system, the customers satisfaction data is to be
provided every three months (every quarter) of a year, for calculating the key
performance indicators (KPI-13).
 The data collected in the two quarters before the current report quarter was also utilized
in this report for the purpose of identifying the trends of the customers satisfactionin this report for the purpose of identifying the trends of the customers satisfaction.
 The three quarters mentioned in the report are explained as follows:
• Quarter(1): (June,July,August,2010).
• Quarter(2): (September,October,November,2010)
• Quarter(3): (December,2010),(January,2011),(Febuary,2011)
 The customer satisfaction scale used in this research is ranging from (1) to (10). The
customers are asked to identify their level of satisfaction within the scale. One is for
unacceptable satisfaction and ten is for outstanding satisfaction.
10

Customers Satisfaction With Al-Qaser Project Location
(Q1) How would you rate our project location?
Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average Satisfaction
Number of Customers 0 0 0 2 5 4 1 5 2 12 31 7.8
Percentage of Customers 0% 0% 0% 6% 16% 13% 3% 16% 6% 39% 100% 78%
90%
60%
70%
80%
78%
30%
40%
50%
60%
0% 0% 0%
6%
16% 13%
3%
16%
6%
39%
0%
10%
20%
30%
Unacceptable Outstanding
0% 0% 0% 3%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
11

Trends of Satisfaction With Al-Qaser Project Location
74%
76%
78%
80%
How would you rate our project location?
74%
78%
73%66%
68%
70%
72%
74%
67%
60%
62%
64%
Quarter(1) Quarter(2) Quarter(3) AverageSatisfaction
 It is obvious from the above chart that, customers satisfaction with project location is gradually improving through the three quarters with an
average satisfaction rate of (73%). Quarter three has witnessed the highest level of customers satisfaction compared with the two quarters
before.
 The statistical analysis conducted for the customers data revealed the following results:
• The customers living in southern Riyadh and western Riyadh were more satisfied with Al-Qaser project location, than the customers
li i i th Ri dhliving in northern Riyadh.
• The customers taken in tours to see the model homes were more satisfied with the project location, than the customers not taken in
tours to see the model homes.
• The customers accepted to recommend their friends and relatives to visit Al-Qaser project were more satisfied with the project
location, than the customers refused to recommend their friends and relatives to visit Al-Qaser project.
Th t d i i t b h f i t t ti fi d ith Al Q j t l ti th th t
• The customers desiring to buy homes for investment purpose, were more satisfied with Al-Qaser project location than the customers
desiring to buy homes for living purpose.
12

Customers Satisfaction With Al-Qaser Project Community
(Q2) How well does this community meet your expectations / needs?
70%
80%
90%
78%40%
50%
60%
0% 3% 0% 0%
13% 10%
19% 16%
3%
35%
0%
10%
20%
30%
0% 3% 0% 0% 3%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
13

Trends of Satisfaction With Al-Qaser Project Community
How well does this community meet your expectations / needs?
78% 78%
78%
77%
 In this section the customers were asked to identify their satisfaction rates regarding Al-Qaser project community. They were asked
whether Al-Qaser project community meets their expectations and needs or not.
 From the above chart it is obvious that, the customers satisfaction with the project community is stabilizing between (77%) and (78%) for
the whole three quarters with an average satisfaction rate of (78%)the whole three quarters, with an average satisfaction rate of (78%).
 The customers taken in tours to see the model homes were more satisfied with the project community, than the customers not taken in
tours to see the model homes. This can be attributed to the clarifications delivered by the sales specialists which lead to the improvement of
customers satisfaction for the customers taken in tours to see the homes models.
 The customers satisfaction with the project community is strongly correlated to the overall quality of the products and materials, which
means that the customers will be satisfied with the project community whenever they are satisfied with the quality of the products and
materials and vise versa.
14

Customers Satisfaction With Al-Qaser Project Model Homes
(Q3) How would you rate the presentations / designs of our model homes?
70%
80%
90%
78%40%
50%
60%
10%
19%
10%
39%
10%
20%
30%
3% 3% 0% 3%
10%
6% 6%
10%
0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
15

Trends of Satisfaction With Al-Qaser Project Model Homes
How would you rate the presentations/designs of our model homes?
78%
80%
82%
80%
78%
77%
72%
74%
76%
78%
73%
68%
70%
 It appears from the above chart, that the customers satisfaction with the presentations and designs of the model homes are fluctuating
between(73%) and (80%) within the three quarters, with an average satisfaction rate of (77%).
• The customers satisfaction with the presentations and designs of the model homes is strongly correlated to the customersp g g y
satisfaction with the project location. i.e Whenever the customers are satisfied with the presentations and designs of the model
homes, they will be satisfied with the project location and vise versa.
• The customers desiring to buy homes for living purpose were more satisfied with the presentations and designs of the model
homes, than the customers desiring to buy homes for investment purpose.
• The customers accepted to recommend their friends and relatives to visit Al-Qaser project were more satisfied with the
t ti d d i f th d l h th th t f d t d th i f i d d l ti t i it
presentations and designs of the model homes, than the customers refused to recommend their friend and relatives to visit
the project.
16

Customers Satisfaction With The Interior Design of Sales Center - (Al-Qaser Project)
(Q4) How would you rate the overall interior design presentation at our sales center?
80%
90%
100%
86%
50%
60%
70%
58%
86%
10%
20%
30%
40%
0% 0% 3% 0%
10%
3% 3%
19%
3%0%
10%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
17

Trends of Satisfaction With The Interior Design of Sales Center
(Al-Qaser Project)
87%
88%
89%
How would you rate the overall interior design presentation at our sales center?
88%
86% 86%83%
84%
85%
86%
83%
80%
81%
82%
 As it appears in the above chart, the customers satisfaction with the interior design of the sales center is ranging between (83%) and
(88%) with an average satisfaction rate of (86%). Quarter two has witnessed the highest level of customers satisfaction.
 The customers taken in tours to see the model homes were more satisfied with the interior design of the sales center, than the
customers not taken in tours to see the model homes.
 The customers desiring to buy homes for living purpose were more satisfied with the interior design of the sales center, than the
customers desiring to buy homes for investment purpose.
 The customers accepted to recommend their friends and relatives to visit Al-Qaser project site were more satisfied with the interior
design of the sales center, than the customers refused to recommend their friends and relatives to visit the project.
18

Customers Satisfaction With The Presentations Delivered by Sales Professionals
(Al-Qaser Project)
(Q5) How would you rate the presentation delivered by our sales professional?
80%
90%
100%
93%
40%
50%
60%
70%
0% 0% 0% 3% 3% 0% 0%
16%
6%
71%
0%
10%
20%
30%
0% 0% 0% 3% 3% 0% 0%
6%
0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
19

Trends of Satisfaction With The Presentations Delivered By The Sales Professionals
(Al-Qaser Project)
92%
94%
How would you rate the presentation delivered by our sales professional?
90%
93%
90%86%
88%
90%
86%
82%
84%
 It appears from the above chart that the customers satisfaction with the presentations delivered by the sales specialists are
ranging between(86%) and (93%), with an average satisfaction rate of (90%).
 The presentations delivered by the sales specialists has achieved the highest level of customers satisfaction compared with the
other factors used for evaluating the customers satisfaction.
 The customers satisfaction with the presentations delivered by the sales professionals is moderately correlated to the project
location, which means whenever the customers are satisfied with the presentations delivered by the sales specialists, their
satisfaction with the project location is positively affected and vise versa.
20

Customers Satisfaction With The Architectural Designs- (Al-Qaser Project)
(Q6) How would you rate our architectural designs?
Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionSatisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average Satisfaction
90%
60%
70%
80%
90%
85%
30%
40%
50%
60%
3% 3%
13% 13% 13%
55%
10%
20%
30%
0% 0% 3% 3% 0% 0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
21

Trends of Satisfaction With The Architectural Designs - (Al-Qaser Project)
84%
85%
86%
How would you rate our architectural designs?
83%
85%
83%80%
81%
82%
83%
84%
80%
77%
78%
79%
 It is obvious from the above chart that, the customers satisfaction with the architectural designs is ranging between(80%) and (85%) in
the three quarters, with an average satisfaction rate of (83%).
• The customers desiring to buy homes for living purpose were more satisfied with the architectural designs, than the customersg y g p p g ,
desiring to buy homes for investment purpose.
• The customers accepted to recommend their friends and relatives to visit Al-Qaser project were more satisfied with the
architectural designs, than the customers refused to recommend their friends and relatives to visit Al-Qaser project.
• The customers satisfaction with the architectural designs is moderately correlated to the presentations and designs of the model
homes, and the quality of the products and materials, which means whenever the customers are satisfied with the presentations
d d i f th d l h d th lit f th d t d t i l th ill b ti fi d ith th hit t l
and designs of the model homes, and the quality of the products and materials, they will be satisfied with the architectural
designs and vise versa.
22

Customers Satisfaction With The Sizes & Areas of The Units - (Al-Qaser Project)
(Q7) How would you rate the sizes / areas of our units?
60%
70%
80%
69%
30%
40%
50%
29%
6%
16% 13% 13% 16%
10%
20%
30%
0% 3% 3% 0%
6%
0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
23

Trends of Satisfaction With The Sizes & Areas of The Units -(Al-Qaser Project)
80%
90%
How would you rate the sizes / areas of our units?
62%
78%
69% 70%
40%
50%
60%
70%
62%
69% 70%
0%
10%
20%
30%
 It is obvious from the above chart that the customers satisfaction with the sizes and the areas of the residential units is ranging
between (62%) and (78%) in the three quarters, with an average satisfaction rate of (70%).
Th t d i i t b h f li i ti fi d ith th i d th f th id ti l
( ) ( ) ( ) g
• The customers desiring to buy homes for living purpose were more satisfied with the sizes and the areas of the residential
units, than the customers desiring to buy homes for investment purpose.
• The customers refused to recommend their friends and relatives to visit Al-Qaser project were more satisfied with the sizes
and the areas of the residential units, than the customers accepted to recommend their friends and relatives to visit the
project. This result reveals that, although the customers refused to recommend their friends and relatives to visit the
project, they were more satisfied with the sizes and the areas of the residential units, than the customers accepted to
d th i f i d d l ti t i it th j t Th t j ti t d th i f i d d l ti t
recommend their friends and relatives to visit the project. The customers rejection to recommend their friends and relatives to
visit the project is not attributed to the sizes and the areas of the residential units, but to other factors.
24

Customers Satisfaction With The Quality of The Products & Materials - (Al-Qaser Project)
(Q8) How would you rate the overall quality of products / materials?
70%
80%
90%
80%40%
50%
60%
3% 3%
19%
10% 10%
6%
48%
10%
20%
30%
0% 3% 3% 0% 0%
6%
0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
25

Trends of Satisfaction With The Quality of The Products & Materials- (Al-Qaser Project)
80%
90%
How would you rate the overall quality of products / materials?
64%
76% 80%
73%
30%
40%
50%
60%
70%
64%
0%
10%
20%
30%
 It is obvious from the above chart that the customers satisfaction with the overall quality of the products and materials is ranging
between (64%) and (80%), with an average satisfaction rate of(73%).
Th t d i i t b h f li i ti fi d ith th ll lit f th d t d• The customers desiring to buy homes for living purpose were more satisfied with the overall quality of the products and
materials, than the customers desiring to buy homes for investment purpose.
• The customers accepted to recommend their friends and relatives to visit Al-Qaser project were more satisfied with the overall
quality of the products and materials, than the customers refused to recommend their friends and relatives to visit the project.
• The customers satisfaction with the quality of the products and materials is strongly correlated to the presentations and designs
of the model homes. i.e. Whenever the customers are satisfied with the presentations and designs of the model homes, they
of the model homes. i.e. Whenever the customers are satisfied with the presentations and designs of the model homes, they
will be satisfied with the quality of the products and materials and vise versa.
26

Customers Satisfaction With The Value for Price Paid - (Al-Qaser Project)
(Q9) How would you rate the value for price paid?
50%
60%
55%
30%
40%
16%
23%
10%
20%
10%
6% 6%
13%
16%
10%
3%
0%
13%
0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
27

Trends of Satisfaction With The Value for Price Paid- (Al-Qaser Project)
60%
70%
How would you rate the value for price paid?
47%
64%
55% 55%
30%
40%
50%
60%
47%
0%
10%
20%
 It is obvious from the above chart that the customers satisfaction with the value for price paid is ranging between (47%) and (64%) in
the three quarters, with an average satisfaction rate of (55%).
• The customers satisfaction with the value for price paid has achieved the lowest level of customers satisfaction, compared withThe customers satisfaction with the value for price paid has achieved the lowest level of customers satisfaction, compared with
the other factors used for evaluating customers satisfaction.
• The customers refused to recommend their friends and relatives to visit Al-Qaser project were less satisfied with the value for
price paid, than the customers accepted to recommend their friends and relatives to visit the project.
• The customers desiring to buy villas for investment purpose were more satisfied with the value for price paid, than the
customers desiring to buy villas for living purpose.
• The customers taken in tours to visit Al-Qaser project were more satisfied with the value for price paid, than the customers not
taken in tours to visit the project.
28

Overall Customers Satisfaction Trends – (Al-Qaser Project)
No. Customer Satisfaction Evaluation Factors Quarter (1) Quarter (2) Quarter (3) Average
1 How would you rate our project location? 67% 74% 78% 73%
2 How well does this community meet your expectations / needs? 78% 77% 78% 78%
3 How would you rate the presentations / designs of our model homes? 73% 80% 78% 77%
4 How would you rate the overall interior design presentation at our sales center? 83% 88% 86% 86%
5 H ld t th t ti d li d b l f i l? 86% 90% 93% 90%5 How would you rate the presentation delivered by our sales professional? 86% 90% 93% 90%
6 How would you rate our architectural designs? 80% 83% 85% 83%
7 How would you rate the sizes / areas of our units? 62% 78% 69% 70%
8 How would you rate the overall quality of products / materials? 64% 76% 80% 73%
9 How would you rate the value for price paid? 47% 64% 55% 55%
Average Satisfaction 71% 79% 78% 76%Average Satisfaction 71% 79% 78% %
29

Overall Customers Satisfaction Trends - (Al-Qaser Project)
78%
80%
79%
78%72%
74%
76%
71%
78%
76%
68%
70%
72%
 It is obvious from the above chart that the overall customers satisfaction is ranging between (71%) and (79%) in the three
quarters, with an average satisfaction rate of (76%).
 Th t ti d li d b th l i li t h hi d th hi h t t f t ti f ti i th th t
66%
Quarter(1) Quarter(2) Quarter(3) Average Satisfaction
 The presentations delivered by the sales specialists have achieved the highest rate of customers satisfaction in the three quarters
compared with the other factors used for evaluating the customers satisfaction, followed by the interior design of the sales center and
the architectural designs.
 The value for price paid has achieved the lowest rate of customers satisfaction in the all three quarters, compared with the other
factors used for evaluating the customers satisfaction.
 The customers satisfaction rates achieved in the three quarters of the year, were complying with the requirements of (KPI-13) in the
 The customers satisfaction rates achieved in the three quarters of the year, were complying with the requirements of (KPI 13) in the
quality management system , in which the accepted customers satisfaction rate is suppose to be (70%) and above.
30

Whether Customers Taken In Tours For The Home Models Or Not – (Al-Qaser Project)
Q10 Did the sales professional take you on a tour of the models? Yes No Total
Customers Answers 17 14 31
Percentage of Customers 55% 45% 100%
Yes
55%
No
45%
55%
Did the sales professional take you on a tour of the models?
31

Sales Professionals’ Ability To Answer Customers’ Questions – (Al-Qaser Project)
Q11 Was the sales professional able to answer all of your questions? Yes No Total
No
13%
Yes
87%
Was the sales professional able to answer all of your questions?
32

Likelihood To Recommend Friends To Visit Al-Qaser Project
Q12 Would you recommend your friends and family to visit our community? Yes No Total
No
16%
Yes
84%
Would you recommend your friends and family to visit our community?
33

Primary Reasons For Visiting Al-Qaser Project
Q13 What is the primary reason for visiting our community? Number of Customers Percentage of Customers
1 Desire a residential unit. 16 52%
2 Desire larger home. 1 3%
3 Desire new community. 3 10%
4 Live closer to work. 7 23%
5 Good investment. 4 13%
6 Community amenities. 0 0%
7 Other. 0 0%
Total 31 100%
40%
50%
60%
What is the primary reason for visiting our community?
52%
20%
30%
40%
3%
10%
23%
13%
0%0%
10%
Desire a residential
nit
Desire larger home Desire new
comm nit
Live closer to work Good investment Community
amenities
unit community amenities
34

Customers Current Living Districts – (Al-Qaser Project)
Q14 Where do you currently live? Number of Customers Percentage of Customers
1 Northern Riyadh 3 11%
2 Southern Riyadh 10 37%
3 Eastern Riyadh 0 0%
4 Western Riyadh 8 30%4 Western Riyadh 8 30%
5 Other 6 22%
Total 27 100%
40% Where do you currently live?
25%
30%
35%
Where do you currently live?
37%
30%
22%10%
15%
20%
25%
11%
0%0%
5%
10%
Northern Riyadh Southern Riyadh Eastern Riyadh Western Riyadh Other
35

Al-Qaser Project Customers Ages
Q15 What is your current age? Number of Customers Percentage of Customers
1 Less than 25 years 0 0%
2 25 – 35 12 39%
3 36 – 45 7 23%
4 46 – 55 10 32%
5 Above 55 2 6%
Total 31 100%
45%
What is your current age?
30%
35%
40%
What is your current age?
39%
23%
32%15%
20%
25%
0%
23%
6%
0%
5%
10%
Less than 25 years 25 - 35 36 - 45 46 - 55 Above 55
y
36

Customers Satisfaction With Al-Tilal Project Location
(Q1) How would you rate our project location?
50%
60%
54%
30%
40%
17%
9%
30%
4%
9%
17%
13%
10%
20%
0% 0%
4%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
37

Trends of Satisfaction With Al-Tilal Project Location
68%
70%
72%
74%
How would you rate our project location?
72%
63%
66%
60%
62%
64%
66%
 The above chart reveals that the customers satisfaction rate for the project location is (72%) in the first quarter (Jun Jul Aug 2010) then
62% 63%
56%
58%
60%
 The above chart reveals that the customers satisfaction rate for the project location is (72%) in the first quarter (Jun,Jul.,Aug,2010), then
declined to (62%) in the second quarter, then went up to (63%) in the third quarter.
 Some customers were unsatisfied with Al-Tilal project location due to the following reasons:
• The project is far away from the city center.
• The project is not provided with the important facilities requested by the customers. e.g. commercial malls, mosques, parks, …etc.
• The customers taken in tours to see the model homes were more satisfied with the project location than the customers not taken in
• The customers desiring to buy villas for living purpose were more satisfied with the project location than customers desiring to buy villas
for investment purpose.
• The customers satisfaction with the project location is strongly correlated to the sizes and the areas of the villas, which means the
customers satisfaction with the project location will increase whenever the villas sizes and areas increased and vise versa.
38

Customers Satisfaction With Al-Tilal Project Community
(Q2) How well does this community meet your expectations / needs?
60%
40%
50%
60%
54%
20%
30%
40%
17%
0% 0%
9%
30%
4%
9%
17%
0%
13%
0%
10%
20%
0% 0% 0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
39

Trends of Satisfaction With Al-Tilal Project Community
60%
62%
64%
66%
How well does this community meet your expectations / needs?
64%
56% 56%
59%
50%
52%
54%
56%
58%
 It obvious from the above chart that the customers satisfaction rate for Al-Tilal project community was (64%) in the first quarter
(Jun Jul Aug 2010) then declined to (54%) in the second quarter (Sept Oct Nov 2010) then went up to (56%) in the third quarter
50%
(Jun,Jul,Aug,2010), then declined to (54%) in the second quarter (Sept,Oct,Nov,2010), then went up to (56%) in the third quarter
(Dec,2010,Jan,Feb,2011). The first quarter has witnessed the highest rate of customer satisfaction.
• The customers desiring to buy villas for living purpose were more satisfied with the project community, than the customers desiring to buy
villas for investment purpose.
Th t t k i t t th d l h ti fi d ith Al Til l j t it th th t t t k i• The customers taken in tours to see the model homes were more satisfied with Al-Tilal project community, than the customers not taken in
• The customers accepted to recommend their friends and relatives to visit Al-Tilal project, were more satisfied with the project community
than the customers refused to recommend their friends and relatives to visit the project.
• The customers satisfaction with Al-Tilal project community is moderately correlated to the sizes and areas of the villas, and the value for
price paid, which means whenever the customers are satisfied with the sizes and areas of the villas, and the value for price paid, their
price paid, which means whenever the customers are satisfied with the sizes and areas of the villas, and the value for price paid, their
satisfaction with the project community is positively affected and vise versa.
40

Customers Satisfaction With The Model Homes - (Al-Tilal Project)
(Q3) How would you rate the presentations / designs of our model homes?
60%
70%
80%
74%
40%
50%
60%
22% 22%
39%
10%
20%
30%
4%
0% 0%
4%
0%
9%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
41

Trends of Satisfaction With The Model Homes - (Al-Tilal Project)
78%
80%
How would you rate the presentations / designs of our model homes?
79%
74%
76%
78%
72%
74%
75%
68%
70%
72%
 It appears from the above chart that the customers satisfaction with the presentations and designs of the model homes in Al-Tilal project is
ranging between (72%) and (79%) in the three quarters, with an average satisfaction rate of (75%).
• The customers desiring to buy villas for living purpose were more satisfied with the presentations and designs of the model homes in the
project, than the customers desiring to buy villas for investment purpose.
• The customers accepted to recommend their friends and relatives to visit Al-Tilal project were more satisfied with the presentations and
designs of the model homes, than the customers refused to recommend their friends and relatives to visit the project.
• The customers satisfaction with the presentations and designs of model homes is strongly correlated to the overall interior design
t ti f th l t
presentation of the sales center.
42

Customers Satisfaction With The Interior Design of Sales Center - (Al-Tilal Project)
(Q4) How would you rate the overall interior design presentation at our sales center?
80%
90%
82%40%
50%
60%
70%
17%
61%
82%
10%
20%
30%
40%
4% 0% 0% 4% 0% 4%
9%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
43

Trends of Satisfaction With The Interior Design of Sales Center - (Al-Tilal Project)
82%
83%
How would you rate the overall interior design presentation at our sales center?
82%79%
80%
81%
82%
78%
79%
80%
76%
77%
78%
 The chart above reveals that the customers satisfaction with the overall interior design of the sales center is gradually improving through the
three quarters of the year, with an average satisfaction rate of (80%). The third quarter has witnessed the highest level of customers
satisfaction compared with the other two quarters.
Th t d i i t b ill f li i ti fi d ith th ll i t i d i f th l t th th• The customers desiring to buy villas for living purpose were more satisfied with the overall interior design of the sales center, than the
customers desiring to buy villas for investment purpose.
• The customers refused to recommend their friends and relatives to visit Al-Tilal project were more satisfied with the overall interior
design of the sales center, than the customers accepted to recommended their friends and relatives to visit the project.
• The customers satisfaction with the overall interior design of the sales center is strongly correlated to the presentations and designs of
the model homes.
the model homes.
44

Satisfaction With The Presentations Delivered by Sales Professionals- (Al-Tilal Project)
(Q5) How would you rate the presentation delivered by our sales professional?
70%
80%
90%
81%40%
50%
60%
9% 9%
13%
61%
10%
20%
30%
9%
0% 0% 0%
9%
4%
13%
4%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
45

Trends of Satisfaction With The Presentations Delivered by Sales Professionals
(Al-Tilal Project)
86%
88%
How would you rate the presentation delivered by our sales professional?
87%
80%
82%
84%
80%
81%
83%
76%
78%
80%
 It is obvious from the above chart that the customers satisfaction rate for the presentations delivered by the sales professionals was
(87%) in the first quarter of the year, then declined to (80%) in the second quarter, then went up to (81%) in the third quarter.
76%
• (70%) of the customers visited Al-Tilal project believed that, the sales specialists were able to answer all customers
questions, however (30%) of them believed that the sales professionals were not able to answer all their questions.
• The customers accepted to recommend their friends and relatives to visit Al-Tilal project were more satisfied with the
presentations delivered by sales professionals, than the customers refused to recommend their friends and relatives to visit the
j t
project.
• The customers satisfaction with the presentations delivered by the sales professionals is moderately correlated to the
customers satisfaction with the project community.
46

Customers Satisfaction With The Architectural Designs - (Al-Tilal Project)
(Q6) How would you rate our architectural designs?
70%
80%
74%
40%
50%
60%
26%
13%
22%
30%
10%
20%
30%
0% 0% 0%
4% 4%
13%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
47

Trends of Satisfaction With The Architectural Designs - (Al-Tilal Project)
77%
78%
79%
80%
How would you rate our architectural designs?
79%
76%
74%
75%
76%
77%
74% 74%
76%
71%
72%
73%
 It appears from the above chart that the customers satisfaction rate for the architectural designs was (79%) in the first quarter of the year
, then declined to (74%) in the following two quarters. The average satisfaction rate was (76%).
• The customers desiring to buy villas for living purpose were more satisfied with the architectural designs, than the customers
d i i t b ill f i t tdesiring to buy villas for investment purpose.
• The customers taken in tours to see the model homes were less satisfied with the architectural designs, than the customers not
taken in tours to see the model homes.
• The customers accepted to recommend their friends and relatives to visit Al-Tilal project were more satisfied with the
architectural designs, than the customers refused to recommend their friends and relatives to visit the project.
Th t ti f ti ith th hit t l d i i t l l t d t th l f i id i Wh
• The customers satisfaction with the architectural designs is strongly correlated to the value for price paid. i.e Whenever
customers are satisfied with the architectural designs, they will be satisfied with the value for price paid and vise versa.
48

Customers Satisfaction With The Sizes & Areas of The Units - (Al-Tilal Project)
(Q7) How would you rate the sizes / areas of our units?
60%
70%
60%30%
40%
50%
13%
9% 9%
22%
13%
9%
26%
10%
20%
0%
9% 9%
0%
9%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
49

Trends of Satisfaction With The Sizes & Areas of The Units - (Al-Tilal Project)
66%
68%
70%
How would you rate the sizes / areas of our units?
68%
60%
62%
64%
61%
60%
63%
56%
58%
60%
 It is obvious from the above chart that the customers satisfaction with the sizes and areas of the units is ranging between (60%) and (68%) in
the three quarters of the year, with an average satisfaction rate of (63%).
Th t d i i t b ill f li i ti fi d ith th i d f th it th th t• The customers desiring to buy villas for living purpose were more satisfied with the sizes and areas of the units, than the customers
desiring to buy villas for investment.
• The customers taken in tours to see the model homes were more satisfied with the sizes and areas of the units, than the customers
not taken in tours to see the model homes.
• The customers refused to recommend their friends and relatives to visit Al-Tilal project site were more satisfied with the sizes and
areas of the units, than the customers accepted to recommend their friends and relatives to visit the project.
areas of the units, than the customers accepted to recommend their friends and relatives to visit the project.
• The customers satisfaction with the sizes and areas of the units is strongly correlated to the customers satisfaction with the project
location.
50

Customers Satisfaction With The Quality of The Products & Materials - (Al-Tilal Project)
(Q8) How would you rate the overall quality of products / materials?
70%
80%
70%
40%
50%
60%
26%
9%
13%
17%
26%
70%
10%
20%
30%
0% 0%
4% 4%
9%
13%
0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
51

Trends of Satisfaction With Quality of The Products & Materials- (Al-Tilal Project)
68%
69%
70%
71%
How would you rate the overall quality of products / materials?
67%
70%
67%64%
65%
66%
67%
68%
64%
67% 67%
61%
62%
63%
64%
Q t (1) Q t (2) Q t (3) A S ti f ti
 The chart above reveals that customers satisfaction with the overall quality of the products and materials is gradually increasing through the
three quarters with an average satisfaction rate of (67%).
• The customers desiring to buy villas for living purpose and the others desiring to buy villas for investment purpose were having the
same satisfaction rate, with the overall quality of the products (70% for both).
• The customers taken in tours to see the home models were more satisfied with the overall quality of the products and materials, than
the customers not taken in tours to see the home models.
• The customers accepted to recommend their friends and relatives to visit the project were more satisfied with the overall quality of
th d t d t i l th th t f d t d th i f i d d l ti t i it th j t
the products and materials, than the customers refused to recommend their friends and relatives to visit the project.
• The customer satisfaction with the overall quality of the products and materials is moderately correlated to the project location, the
architectural designs, and the value for price paid.
52

Customers Satisfaction With The Value for Price Paid - (Al-Tilal Project)
(Q9) How would you rate the value for price paid?
35%
40%
35%
37%
20%
25%
30%
35%
9% 9%
17% 17%
37%
5%
10%
15%
4%
9% 9%
4% 4%
0% 0%0%
1 2 3 4 5 6 7 8 9 10 Average
Satisfaction
53

Trends of Satisfaction With The Value for Price Paid - (Al-Tilal Project)
50%
60%
70%
How would you rate the value for price paid?
59%
36% 37%
44%
20%
30%
40%
36% 37%
0%
10%
 It appears from the above chart that customers satisfaction with the value for price paid is ranging between (36%) and (59%) in the three
quarters of the year, with an average satisfaction rate of (44%).
 The value for price paid has achieved the lowest level of customers satisfaction in the all three quarters of the year, compared with the
th f t d f l ti th t ti f tiother factors used for evaluating the customers satisfaction.
• The customers satisfaction with the value for price paid is strongly correlated to the architectural designs. i.e. Whenever the
customers are satisfied with the architectural designs they will be satisfied with the value for price paid.
• The customers satisfaction with the value for price paid is moderately correlated to the quality of the products and materials, and
th i d f th it
the sizes and areas of the units.
• The customers desiring to buy villas for living purpose were more satisfied with the value for price paid, than the customers
desiring to buy villas for investment purpose.
54

Overall Customer Satisfaction Trends - (Al-Tilal Project)
No. Customer Satisfaction Evaluation Factors Quarter (1) Quarter (2) Quarter (3) Average
1 How would you rate our project location? 72% 62% 63% 66%
2 How well does this community meet your expectations / needs? 64% 56% 56% 59%
3 How would you rate the presentations / designs of our model homes? 79% 72% 74% 75%
4 How would you rate the overall interior design presentation at our sales center? 78% 79% 82% 80%
5 How would you rate the presentation delivered by our sales professional? 87% 80% 81% 83%How would you rate the presentation delivered by our sales professional? 87% 80% 81% 83%
6 How would you rate our architectural designs? 79% 74% 74% 76%
7 How would you rate the sizes / areas of our units? 68% 61% 60% 63%
8 How would you rate the overall quality of products / materials? 64% 67% 70% 67%
9 How would you rate the value for price paid? 59% 36% 37% 44%
Average Satisfaction 72% 65% 66% 68%
55

Overall Customers Satisfaction Trends - (Al-Tilal Project)
70%
72%
74%
72%66%
68%
65%
66%
68%
60%
62%
64%
 It appears from the above chart that the overall customer satisfaction is ranging between (65%) and (72%) in the three quarters of the year,
with an average satisfaction rate of (68%).
 Th t ti d li d b th l i li t h hi d th hi h t t f t ti f ti i th th t d
 The presentations delivered by the sales specialists have achieved the highest rate of customer satisfaction in the three quarters, compared
with the others factors used for evaluating the customers satisfaction, followed by the interior design of the sales center and the
architectural designs.
 The value for price paid has achieved the lowest rate of customers satisfaction in the three quarters, compared with the other factors used
for evaluating the customers satisfaction, followed by the project community and the sizes and areas of the units respectively.
56

Whether Customers Taken In Tours For The Home Models Or Not – (Al-Tilal Project)
Q10 Did the sales professional take you on a tour of the models? Yes No Total
Yes
39%
No
61%61%
Did the sales professional take you on a tour of the models?
57

Sales Professionals’ Ability To Answer Customers’ Questions
Q11 Was the sales professional able to answer all of your questions? Yes No Total
No
30%
Yes
70%
Was the sales professional able to answer all of your questions?
p y q
58

Likelihood To Recommend Friends To Visit Al-Tilal Project
Q12 Would you recommend your friends and family to visit our community? Yes No Total
No
35%
Yes
65%
Would you recommend your friends and family to visit our community?
59

Reasons For Visiting Al-Tilal Project
Q13 What is the primary reason for visiting our community? Number of Customers Percentage of Customers
1 Desire a residential unit. 15 65%
2 Desire larger home. 3 13%
3 Desire new community. 1 4%
4 Live closer to work. 1 4%
5 Good investment. 2 9%
6 Community amenities. 0 0%
7 Other. 1 4%
Total 23 100%
70%
50%
60%
70%
What is the primary reason for visiting our community?
65%
20%
30%
40%
13%
4% 4%
9%
0%
4%
0%
10%
Desire a residential
unit
Desire larger home Desire new
community
Live closer to work Good investment Community
amenities
Other
60

Al-Tilal Projec Customers Ages
Q15 What is your current age? Number of Customers Percentage of Customers
1 Less than 25 years 1 4%
2 25 – 35 5 22%
3 36 – 45 9 39%
4 46 – 55 4 17%
5 Above 55 4 17%
Total 23 100%
45%
30%
35%
40%
45% What is your current age?
22%
39%
15%
20%
25%
4%
22%
17% 17%
0%
5%
10%
Less than 25 years 25 – 35 36 – 45 46 – 55 Above 55
61

Al-Qaser Project Conclusions
 (37%) of the customers visited Al-Qaser project were living in southern Riyadh, however
(30%) of them living in western Riyadh, (11%) living in northern Riyadh, and (22%) of
them living in other districts.
 Th t li i i th Ri dh d t Ri dh ti fi d ith The customers living in southern Riyadh and western Riyadh were more satisfied with
Al-Qaser project location, than the customer living in northern Riyadh.
 (87%) of the customers visited Al-Qaser project were desiring to buy homes for living
purpose, where as (13%) of them desiring to buy homes for investment purpose.purpose, where as (13%) of them desiring to buy homes for investment purpose.
 The customers desiring to buy homes for living were more satisfied, than the customers
desiring to buy homes for investment in the following aspects :
• The architectural designs.e a c tectu a des g s
• The sizes and areas of the residential units.
Th i t i d i f th l t• The interior design of the sales center.
• The presentations and designs of the model homes.
 The customers desiring to buy homes for investment were more satisfied, than the
t d i i t b h f li i i th f ll i tcustomers desiring to buy homes for living in the following aspects:
• The project location.
62

Al-Qaser Project Conclusions - continue
 (84%) of the customers visited Al-Qaser project were accepted to recommend their
friends and relatives to visit the project, however (16%) of them refused to recommend
th i f i d d l ti t i it th j ttheir friends and relatives to visit the project.
 The customers accepted to recommend their friends and relatives to visit Al-Qaser
project were more satisfied, than the customers refused to recommend their friends
and relatives to visit the project in the following aspects:and relatives to visit the project in the following aspects:
Th i t i d i f th l t• The interior design of the sales center.
 (16%) of the customers refused to recommend their friends and relatives to visit
Al-Qaser project, because they were unsatisfied with the following items:
• The sizes and areas of the residential units.
63

 The customers satisfaction with the project community is strongly correlated to the
overall quality of the products and materials, which means that the customers will be
satisfied with the project community whenever they are satisfied with the quality of the
products and materials and vise versa.products and materials and vise versa.
 (55%) of the customers visited Al-Qaser project were taken in tours to see the model
homes, however (45%) of them were not taken in tours to see the model homes.
 The customers taken in tours to see the model homes were more satisfied, than the The customers taken in tours to see the model homes were more satisfied, than the
customers not taken in tours to see the model homes in the following aspects:
• The interior design of the sales center.e te o des g o t e sa es ce te
 The customers satisfaction with the presentations and designs of the model homes is
strongly correlated to the customers satisfaction with project location. i.e. Whenever theg y p j
customers are satisfied with the presentations and designs of the model homes, they
will be satisfied with the project location and vise versa.
 (87%) of the customers visited Al-Qaser project believed that the sales specialists were
bl t ll th i ti h (13%) f th t i it d th j table to answer all their questions, where as (13%) of the customers visited the project
believed that the sales professionals were not able to answer all their questions.
64

 The presentations delivered by the sales specialists have achieved the highest level of
customers satisfaction, compared with the other factors used for evaluating the
customers satisfaction, followed by the interior design of the sales center, and the
architectural designs respectively.architectural designs respectively.
 The customers satisfaction with the value for price has achieved the lowest level of
customers satisfaction, followed by the sizes and areas of the residential units.
 The customers satisfaction with the quality of the products and materials is strongly
correlated to the presentations and designs of the model homes. i.e. The customers
will be satisfied with the quality of the products and materials, if they are satisfied with
the presentations and designs of the model homes and vise versa.t e p ese tat o s a d des g s o t e ode o es a d se e sa
 The customers satisfaction rates achieved in the three studied quarters are listed as
follows:
• Quarter(1):(71%).
• Quarter(2):(79%).
• Quarter(3) (78%).
 The customers satisfaction rates achieved in the three studied quarters were complyingq p y g
with the requirements of (KPI -13) in the quality management system, in which the
accepted customers satisfaction rate is suppose to be (70%) and above.
65

Al-Tilal Project Conclusions
 (91%) of the customers visited Al-Tilal project were desiring to buy villas for living
purpose, where as (9%) of them desiring to buy villas for investment purpose.
 The customers desiring to buy villas for living were more satisfied, than the customers
d i i t b ill f i t t i th f ll i tdesiring to buy villas for investment in the following aspects:
• The project community.
• The overall interior design of the sales center.
• The architectural designs.e a c tectu a des g s
• The sizes and areas of the units.
 Th t d i i t b ill f i t t ti fi d ith th j t The customers desiring to buy villas for investment were more satisfied with the project
location, than the customers desiring to buy villas for living.
 The customers desiring to buy villas for living and the others desiring to buy villas for
investment were having the same satisfaction rates, with the overall quality of theg , q y
products (70% for both).
66

Al-Tilal Project Conclusions - continue
 Some customers were unsatisfied with Al-Tilal project location due to the following
reasons:
• The project is far away from the city center.
• The project is not provided with the important amenities and facilities requested by
the customers, e.g. commercial malls, mosques, parks, …etc.
 (65%) of the customers visited Al-Tilal project were accepted to recommend their
f i d d l ti t i it th j t h (35%) f th f d t dfriends and relatives to visit the project, however (35%) of them refused to recommend
their friends and relatives to visit the project.
 The customers accepted to recommend their friends and relatives to visit Al-Tilal project
were more satisfied, than the customers refused to recommend their friends ande e o e sat s ed, t a t e custo e s e used to eco e d t e e ds a d
relatives to visit the project in the following aspects:
• The project community.
• The presentations and designs of the model homes.p g
Th ll lit f th d t d t i l• The overall quality of the products and materials.
67

 (39%) of the customers visited Al-Tilal project were taken in tours to see the model
homes, however (61%) of them were not taken in tours to see the model homes.
 The customers taken in tours to see the model homes were more satisfied, than the
t t t k i t t th d l h i th f ll i tcustomers not taken in tours to see the model homes in the following aspects:
• The project community .
• The sizes and areas of the units.
• The overall quality of the products and materials.e o e a qua ty o t e p oducts a d ate a s
 (70%) of the customers visited Al-Tilal project believed that, the sales specialists were
able to answer all customers questions, however (30%) of them believed that the sales
professionals were not able to answer all customers questions.
 The presentations delivered by the sales specialists have achieved the highest level of
customers satisfaction, followed by the interior design of the sales center, and the
architectural designs respectively.g p y
68

 The value for price paid has achieved the lowest level of customers
satisfaction, compared with the other factors used for evaluating the customers
satisfaction, followed by the project community, and the sizes and areas of the units
respectively.respectively.
 The customers satisfaction with the architectural designs is strongly correlated to the
value for price paid. i.e. Whenever customers are satisfied with the architectural
designs, they will be satisfied with the value for price paid and vise versa.
 The customers satisfaction rates achieved in the three studied quarters are listed as
follows:
• Quarter(1): (72%).
• Quarter(2): (65%).
• Quarter(3): (66%).
 The customers satisfaction rates achieved in quarter one was complying with theq p y g
requirements of (KPI -13) in the quality management system, in which the accepted
customers satisfaction rate is suppose to be (70%) and above. However, the customers
satisfaction rates achieved in the second and the third quarters were not complying with
the requirements of (KPI -13) in the quality management system.q ( ) q y g y
69

Recommendations
 The customers living in southern Riyadh and western are to be targeted for marketing
Al-Qaser project.
 The sales staff is to agree internally on the messages communicated to the
t d t b i t t ith th d li d t th B thcustomers, and to be consistent with the messages delivered to them. Because the
company will be held accountable for promises made.
 All customers visiting the sales centers in the projects sites are to be taken in tours to
see the model homes.see the model homes.
 Professionalized orientations to be delivered to the customers visiting the sales
centers to communicate the benefits and facilities provided in the projects.
 The sales staff must keep up-to-date with the company’s offerings, options ande sa es sta ust eep up to date t t e co pa y s o e gs, opt o s a d
construction process.
 Since the value for price paid has achieved the lowest satisfaction rate to the
customers, compared with the other factors used for evaluating the customers
ti f ti th l t ff i t i t th l t b fit f th it dsatisfaction, the sales staff is to communicate the long term benefits of the units, and
the quality of the materials used.
 The customers view points are to be taken into consideration upon identifying the
sizes and areas of the residential units in the future projects.p j
70

Pre-Sale Customer Satisfaction Evaluation. March. 2011

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