Pre-Sale Customer Satisfaction Evaluation. March. 2011

Pre-Sale Customers Satisfaction Evaluation

Prepared by: Dr. Ahmad Abdulrahmanp y

Mar. , 26th, 2011

Marketing Department

ContentsNo. 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

Marketing Department2


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



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



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


Overview

This report is presenting an evaluation for pre-sale customers satisfaction status, forthe 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 quartersof the year extending from (Jun,2010) to (Feb,2011),in which the data was regularlycollected 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 daysof customers visits to the sales centers, and before signing sales contracts.

Customers are surveyed by telephone and asked to provide their view points regardingt 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.


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 andup loads the surveys’ data into the oracle system.

The researcher down loads the surveys’ data, conducts analysis and generatesreports.epo ts

The generated report is distributed to the related departments for reviewing and takingactions.

A meeting is held and attended by the related departments for reviewing the reportg y p g pand setting action plans to resolve the problems encountering the customers.


Objectives

Understanding the status of DAAR customers satisfaction.

Identifying the importance of each customer satisfaction factor in achieving customerssatisfaction.

Finding out the trends of the customers satisfaction.

Finding out the correlations between the factors used for evaluating customerssatisfaction.

Presenting recommendations for activating sales and resolving the problemsencountering the customers.


Methodology

A questionnaire was established and uploaded into the oracle system to be used forconducting phone surveys.

Pre-sale customers are surveyed by telephone and the surveys’ data is uploaded intoth 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 thel t i th j t itsales centers in the projects sites.

• Within two days of customers visits to the sales centers, a call center specialistsends short messages to the customers to remind them about the surveys to beconducted.co ducted

• The call center specialist calls the customers and conducts phone surveys with thecustomers accepted to do the surveys immediately. For the customers accepted tobe surveyed later, the call center specialist calls them again and conducts thesurveys.

• The call center specialist uploads the surveys’ data into the oracle system.

• The researcher down loads the survey’s data, conducts analysis and generatestreports.


Methodology-Continue

The total number of the customers visited Al-Qaser and Al-Tilal projects in the surveyperiod extending from (Dec,2010) to (Feb,2011), was (85) customers. (54) customerswere surveyed for generating this report. i.e. (63.5%) of the customers visited the twoprojects were surveyed.

(31) of the surveyed customers were Al-Qaser project customers, and (23) of themwere Al-Tilal project customers.

According to the quality management system, the customers satisfaction data is to beprovided every three months (every quarter) of a year, for calculating the keyperformance indicators (KPI-13).

The data collected in the two quarters before the current report quarter was also utilizedin 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). Thecustomers are asked to identify their level of satisfaction within the scale. One is forunacceptable satisfaction and ten is for outstanding satisfaction.


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 SatisfactionNumber of Customers 0 0 0 2 5 4 1 5 2 12 31 7.8Percentage 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


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 anaverage satisfaction rate of (73%). Quarter three has witnessed the highest level of customers satisfaction compared with the two quartersbefore.

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 customersli 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 intours to see the model homes.

• The customers accepted to recommend their friends and relatives to visit Al-Qaser project were more satisfied with the projectlocation, 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 customersdesiring to buy homes for living purpose.

12

Customers Satisfaction With Al-Qaser Project Community

(Q2) How well does this community meet your expectations / needs?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 0 1 0 0 4 3 6 5 1 11 31 7.8Percentage of Customers 0% 3% 0% 0% 13% 10% 19% 16% 3% 35% 100% 78%

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


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 askedwhether 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%) forthe 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 intours to see the model homes. This can be attributed to the clarifications delivered by the sales specialists which lead to the improvement ofcustomers 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, whichmeans 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?

Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 1 1 0 1 3 2 2 6 3 12 31 7.8Percentage of Customers 3% 3% 0% 3% 10% 6% 6% 19% 10% 39% 100% 78%

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


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 fluctuatingbetween(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 ysatisfaction with the project location. i.e Whenever the customers are satisfied with the presentations and designs of the modelhomes, 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 modelhomes, 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 thet 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 visitthe 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


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 thecustomers 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 thecustomers 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 interiordesign of the sales center, than the customers refused to recommend their friends and relatives to visit the project.


Customers Satisfaction With The Presentations Delivered by Sales Professionals(Al-Qaser Project)

(Q5) How would you rate the presentation delivered by our sales professional?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 0 0 0 1 1 0 0 5 2 22 31 9.3

Percentage of Customers 0% 0% 0% 3% 3% 0% 0% 16% 6% 71% 100% 93%

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


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 areranging 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 theother factors used for evaluating the customers satisfaction.

The customers satisfaction with the presentations delivered by the sales professionals is moderately correlated to the projectlocation, which means whenever the customers are satisfied with the presentations delivered by the sales specialists, theirsatisfaction with the project location is positively affected and vise versa.


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 SatisfactionNumber of Customers 0 0 1 1 4 0 0 4 4 17 31 8.5Percentage of Customers 0% 0% 3% 3% 13% 0% 0% 13% 13% 55% 100% 85%

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


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%) inthe 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 thearchitectural 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 modelhomes, 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 architecturaldesigns 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?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 0 1 1 0 9 2 5 4 4 5 31 6.9Percentage of Customers 0% 3% 3% 0% 29% 6% 16% 13% 13% 16% 100% 69%

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


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 rangingbetween (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 residentialunits, 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 sizesand the areas of the residential units, than the customers accepted to recommend their friends and relatives to visit theproject. This result reveals that, although the customers refused to recommend their friends and relatives to visit theproject, 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 tovisit 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


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 rangingbetween (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 andmaterials, 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 overallquality 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 designsof 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, theywill 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?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 3 2 2 4 5 3 7 1 0 4 31 5.5Percentage of Customers 10% 6% 6% 13% 16% 10% 23% 3% 0% 13% 100% 55%

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


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%) inthe 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 withthe 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 forprice 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 thecustomers 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 nottaken 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) Average1 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% %


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 threequarters, 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 quarterscompared with the other factors used for evaluating the customers satisfaction, followed by the interior design of the sales center andthe architectural designs.

The value for price paid has achieved the lowest rate of customers satisfaction in the all three quarters, compared with the otherfactors 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 thequality 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 TotalCustomers Answers 17 14 31Percentage of Customers 55% 45% 100%

Yes55%

No45%

55%

Did the sales professional take you on a tour of the models?


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 Customers Answers 27 4 31Percentage of Customers 87% 13% 100%

No13%

Yes87%


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 Customers Answers 26 5 31Percentage of Customers 84% 16% 100%

No16%

Yes84%


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 Customers1 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 Customers1 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


Al-Qaser Project Customers Ages

Q15 What is your current age? Number of Customers Percentage of Customers1 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?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 3 2 0 0 5 3 1 1 1 7 23 6.3Percentage of Customers 13% 9% 0% 0% 22% 13% 4% 4% 4% 30% 100% 63%

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


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%

Quarter(1) Quarter(2) Quarter(3) Average Satisfaction

The above chart reveals that the customers satisfaction rate for the project location is (72%) in the first quarter (Jun,Jul.,Aug,2010), thendeclined 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 intours to see the model homes.

• The customers desiring to buy villas for living purpose were more satisfied with the project location than customers desiring to buy villasfor investment purpose.


• The customers satisfaction with the project location is strongly correlated to the sizes and the areas of the villas, which means thecustomers 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


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


(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 buyvillas 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 intours to see the model homes.

• The customers accepted to recommend their friends and relatives to visit Al-Tilal project, were more satisfied with the project communitythan 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 forprice 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, theirsatisfaction 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?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 1 0 0 1 5 0 5 2 0 9 23 7.4Percentage of Customers 4% 0% 0% 4% 22% 0% 22% 9% 0% 39% 100% 74%

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



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 isranging 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 theproject, 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 anddesigns 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 designt 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? Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 1 0 0 1 4 0 1 2 0 14 23 8.2Percentage of Customers 4% 0% 0% 4% 17% 0% 4% 9% 0% 61% 100% 82%

80%

90%

82%40%

50%

60%

70%

17%

61%

82%

10%

20%

30%

40%


4% 0% 0% 4% 0% 4% 9%0%0%



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 thethree quarters of the year, with an average satisfaction rate of (80%). The third quarter has witnessed the highest level of customerssatisfaction 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 thecustomers 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 interiordesign 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 ofthe 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


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.



• (70%) of the customers visited Al-Tilal project believed that, the sales specialists were able to answer all customersquestions, 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 thepresentations 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 thecustomers satisfaction with the project community.

46

Customers Satisfaction With The Architectural Designs - (Al-Tilal Project)

(Q6) How would you rate our architectural designs?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 0 0 0 1 6 1 3 5 0 7 23 7.4Percentage of Customers 0% 0% 0% 4% 26% 4% 13% 22% 0% 30% 100% 74%

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


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 customersd 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 nottaken 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 thearchitectural 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 Whenevercustomers 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?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 3 0 2 2 5 0 3 2 0 6 23 6.0Percentage of Customers 13% 0% 9% 9% 22% 0% 13% 9% 0% 26% 100% 60%

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



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%) inthe 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 customersdesiring 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 customersnot 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 andareas 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 projectlocation.

50

Customers Satisfaction With The Quality of The Products & Materials - (Al-Tilal Project)

(Q8) How would you rate the overall quality of products / materials?Satisfaction Scales 1 2 3 4 5 6 7 8 9 10 Total Average SatisfactionNumber of Customers 0 0 1 1 6 2 3 4 0 6 23 7.0Percentage of Customers 0% 0% 4% 4% 26% 9% 13% 17% 0% 26% 100% 70%

70%

80%

70%40%

50%

60%

26%

9% 13% 17%26%

70%

10%

20%

30%


0% 0% 4% 4% 9% 13%0%0%



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 thethree 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 thesame 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, thanthe 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 ofth 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, thearchitectural 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%



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 threequarters 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 theth 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 thecustomers 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, andth 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 customersdesiring 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) Average1 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%


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, comparedwith the others factors used for evaluating the customers satisfaction, followed by the interior design of the sales center and thearchitectural designs.

The value for price paid has achieved the lowest rate of customers satisfaction in the three quarters, compared with the other factors usedfor evaluating the customers satisfaction, followed by the project community and the sizes and areas of the units respectively.


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 TotalCustomers Answers 9 14 23

Percentage of Customers 39% 61% 100%

Yes39%

No61%61%

Did the sales professional take you on a tour of the models?


Sales Professionals’ Ability To Answer Customers’ Questions

Q11 Was the sales professional able to answer all of your questions? Yes No TotalCustomers Answers 16 7 23Percentage of Customers 70% 30% 100%

No30%

Yes70%

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 TotalCustomers Answers 15 8 23

Percentage of Customers 65% 35% 100%

No35%

Yes65%

Would you recommend your friends and family to visit our community?


Reasons For Visiting Al-Tilal Project

Q13 What is the primary reason for visiting our community? Number of Customers Percentage of Customers1 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


Al-Tilal Projec Customers Ages

Q15 What is your current age? Number of Customers Percentage of Customers1 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


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%) ofthem 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 withAl-Qaser project location, than the customer living in northern Riyadh.

(87%) of the customers visited Al-Qaser project were desiring to buy homes for livingpurpose, 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 customersdesiring 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 thet 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.Marketing Department

62

Al-Qaser Project Conclusions - continue


(84%) of the customers visited Al-Qaser project were accepted to recommend theirfriends and relatives to visit the project, however (16%) of them refused to recommendth 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-Qaserproject were more satisfied, than the customers refused to recommend their friendsand relatives to visit the project in the following aspects:and relatives to visit the project in the following aspects:

• The project location.


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 visitAl-Qaser project, because they were unsatisfied with the following items:

• The sizes and areas of the residential units.




The customers satisfaction with the project community is strongly correlated to theoverall quality of the products and materials, which means that the customers will besatisfied with the project community whenever they are satisfied with the quality of theproducts 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 modelhomes, 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 thecustomers 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 isstrongly correlated to the customers satisfaction with project location. i.e. Whenever theg y p jcustomers are satisfied with the presentations and designs of the model homes, theywill be satisfied with the project location and vise versa.

(87%) of the customers visited Al-Qaser project believed that the sales specialists werebl 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.Marketing Department

64


The presentations delivered by the sales specialists have achieved the highest level ofcustomers satisfaction, compared with the other factors used for evaluating thecustomers satisfaction, followed by the interior design of the sales center, and thearchitectural designs respectively.architectural designs respectively.

The customers satisfaction with the value for price has achieved the lowest level ofcustomers satisfaction, compared with the other factors used for evaluating thecustomers satisfaction, followed by the sizes and areas of the residential units.

The customers satisfaction with the quality of the products and materials is stronglycorrelated to the presentations and designs of the model homes. i.e. The customerswill be satisfied with the quality of the products and materials, if they are satisfied withthe 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 asfollows:

• Quarter(1):(71%).

• Quarter(2):(79%).

• Quarter(3) (78%).

The customers satisfaction rates achieved in the three studied quarters were complyingq p y gwith the requirements of (KPI -13) in the quality management system, in which theaccepted customers satisfaction rate is suppose to be (70%) and above.


Al-Tilal Project Conclusions

(91%) of the customers visited Al-Tilal project were desiring to buy villas for livingpurpose, 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 customersd 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 projectlocation, than the customers desiring to buy villas for living.

The customers desiring to buy villas for living and the others desiring to buy villas forinvestment were having the same satisfaction rates, with the overall quality of theg , q yproducts (70% for both).


Al-Tilal Project Conclusions - continue

Some customers were unsatisfied with Al-Tilal project location due to the followingreasons:

• The project is far away from the city center.

• The project is not provided with the important amenities and facilities requested bythe customers, e.g. commercial malls, mosques, parks, …etc.

(65%) of the customers visited Al-Tilal project were accepted to recommend theirf 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 recommendtheir friends and relatives to visit the project.

The customers accepted to recommend their friends and relatives to visit Al-Tilal projectwere 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 drelatives 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.



(39%) of the customers visited Al-Tilal project were taken in tours to see the modelhomes, 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 thet 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 wereable to answer all customers questions, however (30%) of them believed that the salesprofessionals were not able to answer all customers questions.

The presentations delivered by the sales specialists have achieved the highest level ofcustomers satisfaction, compared with the other factors used for evaluating thecustomers satisfaction, followed by the interior design of the sales center, and thearchitectural designs respectively.g p y



The value for price paid has achieved the lowest level of customerssatisfaction, compared with the other factors used for evaluating the customerssatisfaction, followed by the project community, and the sizes and areas of the unitsrespectively.respectively.

The customers satisfaction with the architectural designs is strongly correlated to thevalue for price paid. i.e. Whenever customers are satisfied with the architecturaldesigns, 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 asfollows:

• Quarter(1): (72%).

• Quarter(2): (65%).

• Quarter(3): (66%).

The customers satisfaction rates achieved in quarter one was complying with theq p y grequirements of (KPI -13) in the quality management system, in which the acceptedcustomers satisfaction rate is suppose to be (70%) and above. However, the customerssatisfaction rates achieved in the second and the third quarters were not complying withthe requirements of (KPI -13) in the quality management system.q ( ) q y g y


Recommendations

The customers living in southern Riyadh and western are to be targeted for marketingAl-Qaser project.

The sales staff is to agree internally on the messages communicated to thet 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 tosee the model homes.see the model homes.

Professionalized orientations to be delivered to the customers visiting the salescenters 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 dconstruction process.

Since the value for price paid has achieved the lowest satisfaction rate to thecustomers, 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, andthe quality of the materials used.

The customers view points are to be taken into consideration upon identifying thesizes and areas of the residential units in the future projects.p j


Pre-Sale Customer Satisfaction Evaluation. March. 2011

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