Investing in Customer Experience to Drive Loyalty
The Azrieli Case Study
In a Nutshell
The Azrieli Group, Israel’s largest and leading commercial real estate company, launched a unique initiative to assess satisfaction within its office complexes in Tel Aviv, Herzliya, and Rishon LeZion. The project, led by the Group’s Innovation Division in collaboration with Sarid, provided senior management with a strategic tool to evaluate the customer experience of office employees, deepen client loyalty, and plan for continuous improvement.
Background
As part of the Azrieli Group’s commitment to excellence, a key objective was set to enhance the experience of tenants and their employees in its office complexes. This required a swift, data-driven response to feedback from the end-users—the employees themselves. To achieve this, a two-stage research plan was designed: a survey for stakeholders (decision-makers) in tenant companies, alongside a separate survey for their employees.
The Challenge
The Group sought a comprehensive and reliable snapshot of the situation across the four surveyed complexes in Tel Aviv, Herzliya, and Rishon LeZion, from the perspectives of both tenant company management and their employees on the ground. The central challenge was achieving high response rates while maintaining a positive participant experience, ensuring the findings would accurately reflect the needs, expectations, and satisfaction levels of both groups.
The Solution
Sarid developed a unique methodology:
- Multi-Channel Approach: A survey for employees in the complexes was distributed via QR codes, with on-site teams encouraging participation. Concurrently, a digital survey was sent to stakeholders through the complex management and the customer club.
- Experiential Incentives: In all complexes, participating employees were offered coffee and pastries or natural juices to encourage participation and boost response rates.
- Advanced Data Science: All collected data was analyzed using data science tools, which allowed for the discovery of patterns and insights of clear strategic importance for complex managers and the Group’s senior management.
- Close Management and Support: Tight and continuous collaboration between the project managers from the Group, the complex management teams, the marketing department, Sarid representatives, and the on-site teams provided seamless support throughout the project.
The Impact
Overall participation in the surveys was high. The findings gave high marks to the Azrieli Group’s office complexes while also identifying specific areas for improvement. The survey results were presented to complex managers, and the insights formed the basis for meetings between the Group’s senior management and complex heads. Together, they built focused work plans for each location. The report, with its actionable insights, became a strategic tool for Azrieli’s management, enabling a rapid response to feedback, continuous improvement of the work environment, and a stronger relationship with stakeholders.
Inbal Elazar, Head of Innovation, Azrieli Group, concluded:
“There is no doubt that the joint work with Sarid yielded insights that sharpened the value we provide and highlighted the power of using data for decision-making. Beyond a deeper understanding of needs, the data we collected allowed us to build a focused, operative plan based on real insights from “the field”. This is part of the Azrieli Group’s standard: to provide an uncompromising service experience and to know how to maintain it. Asking the right questions, listening to our customers, and continuously monitoring ourselves—this is what allows us to continue to lead.“
Conclusions
The project proved that combining innovation, systematic research, and a unique methodology can generate a clear managerial advantage in the commercial real estate sector. Through the collaboration between the Azrieli Group’s Innovation Division and Sarid, feedback from all stakeholders and employees was transformed into an operative action plan—positioning the Group at the forefront of service excellence and asset management, in line with high international standards.
About Sarid Institute
Sarid Institute is a strategic Data Science consultancy firm with over three decades of research experience serving a diverse clientele. Sarid accelerates organizations’ growth by discovering the insights driving People, Markets and Customers. We maintain our leading position by continually updating and offering innovative solutions, drawing on the broad expertise of our specialists and leveraging cutting-edge technologies. Our hands-on approach allows us to provide creative, customized solutions that meet the specific needs of each client.