Far East Organization on a quest for customer satisfaction

ONE of Singapore's oldest and largest property groups, Far East Organization (FEO), is on a quest for customer satisfaction. It has even minted an index to measure the level of customer satisfaction and pegged annual staff bonus payouts to achieving index targets set for each business unit.

The customer engagement index (CEI) assessment for each business unit is based on quantitative customer surveys as well as qualitative focus group discussions at various touch-points from the beginning to end of the customer experience journey.

For example, for its property sales and property services divisions, FEO seeks buyers' feedback from the point of viewing a showflat, the purchase transaction, through to construction, key-collection, handover of units and estate management. Besides buyers of its property developments, the other groups of customers FEO surveys include tenants of properties in its leasing portfolio, shoppers at its malls, patrons of the F&B outlets operated by the group, and guests at the group's hotels and serviced residences.