Customer Engagement in Stockland: Case Study and Scenario

This article discusses Stockland's business, organizational structure, customer groups, and customer engagement methods. It also provides a scenario for a satisfaction audit and a set of customer satisfaction survey questions for Stockland's shopping centre.

RUNNING HEAD: Customer Engagement
Customer Engagement

Customer Engagement 1
Part A – Case Study: Stocklands
1) What sort of business is Stockland? Describe in your own words in one paragraph.
Answer- Stockland is among the Australia’s biggest diversified property groups and is
engaged in the business of managing and developing shopping centres, office assets,
logistics centres and business parks, retirement living villages and residential
communities. In other words, Stockland is one of the largest community creators in
Australia that aims to make valuable contributions to the society with their dynamic town
centres where people live, work and shop (Stockland, 2017).
2) What is the structure of the organization?
Answer- The organizational structure of Stockland consists of a non-executive chairman,
Board of Directors, a managing director, Chief Financial Officer, a CEO for commercial
property, a CEO for retirement living ,a CEO for residential property and a CEO for
commercial property., General Counsel and Company Secretary, Chief Investment
Officer and Chief Operating Officer (The Official Board, 2017).
3) Identify the groups within the customer base.
Answer- Stockland have a diversified range of customers across their business units
(Retirement Living, Commercial Property and Residential).The groups within the
Stockland’s customer base includes people residing in their residential communities and
retirement living communities as well as the potential residents of both kind of housing,
the customers and sellers in shopping centres and the business and logistic park tenants of
their commercial assets (ASX, 2016).
4) Explain how Stockland engages with the customers within the different groups.
Answer- A research community known as ‘Stockland Exchange’ is launched by
Stockland for the purpose of conducting research across their assets and projects in order

Customer Engagement 2
to understand the needs of the customer and their experience journey. This is done with
the help of the maintaining constant interactions between the customers and Stockland
through various polls, surveys, receive deals, feedback and by taking part in discussions.
Moreover, annual satisfaction research is conducted among their tenants so that the
concerns of the tenants can be responded on time. Shopper satisfaction audits are also
organized with the help of the community to identify the opportunities for meeting the
needs of the customers by the way of offering the correct product mix and engaging
shopping environments (Stockland, 2017).
5) What are the best methods for setting up contact for each group of customers to gain
insight into their needs?
Answer- The methods vary for setting up contact with each group of customer since the
requirement and considerations of different customer base are different and is reviewed
by the way of insights that improve the performance (Stone, 2004). Customer insights
involves researching about the behaviors and attitudes of the existing and probable
customers in order to develop products and services that meet the requirements of the
customers and at the same time generate more sustainable returns for the business. For
allowing easy and quick flow of information between the company and the customer
groups various threads and surveys are created within Stockland exchange. This is will
also support by growing the response rate on the posts from the customers and
streamlining content. Moreover, the experiences of the customers are tracked for the
purpose of evaluating the areas in service delivery which require improvement. Regular
ongoing engagement and annual surveys are conducted with the customers such that
rapid issue management and quality service can be ensured (Smart Insights, 2015).
6) Explain how and why Customer Engagement methods vary across business units?
Answer- Customer engagement methods vary across business units due to the reason that
the requirement and considerations of the diverse customer base is different. In other
words, the unique needs and wants of different groups of the customers require their own

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method of engagement (Brodie, Hollebeek & Conduit, 2015). Tenants of the industrial
property would require to directly contact a representative through a call or an email
while the shoppers would prefer to discuss their queries through the use of online forums
and also require a convenient way of contacting the company.
Part B – Scenario
1. Define at least one research objective for your satisfaction audit.
Answer- One of the important research objectives of the satisfaction audit will be to
determine how frequently the customers visit the Stockland’s Shopping Centre. This will
also enable them to obtain a better knowledge of the demographics that shop at Stockland
and accordingly frame strategy for managing the high and low traffic times for the
shopping centre and the parking lots (Survey Monkey, 2017). Also, proper arrangements
can be made in the parking lot in order to avoid chaos by determining the expected
number of two wheelers and four wheelers.
2. Customer Satisfaction Survey Questions.
1. Do you find parking space for your vehicle every time you visit Stockland without any
trouble?
a) Yes
b) No
2. Do you find all the variety of things you need in our shopping centre?
a) Yes
b) No
3. Are you satisfied with the performance of Stockland’s customer service staff? Please
rate your experience from 1 to 10 by ticking the suitable option.
1 2 3 4 5 6 7 8 9 10
4. Please rate the level of satisfaction received from the services available at Stockland
on the scale of 1 to 10.
1 2 3 4 5 6 7 8 9 10

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5. Are you satisfied by the shopping environment of Stockland in terms of cleanliness?
a) Yes
b) No
6. Please specify the no. of times you visit Stockland for shopping during a normal
week.
1 2 3 4 5 6 7
7. When do you prefer to shop at the Stockland Shopping Centre i.e. during the weekdays
or weekends?
a) Weekdays
b) Weekends
8. Do you find Stockland’s signage system useful for locating the shopping centres?
a) Yes
b) No
9. Would to recommend Stockland to your friends and family as a shopping destination?
a) Yes
b) No
10. Please rate your overall shopping experience at Stockland Shopping Centre on the
scale of 1 to 10.
1 2 3 4 5 6 7 8 9 10

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References
ASX. (2016). Results built on sound strategy. Retrieved November 28, 2017 from
http://www.asx.com.au/asxpdf/20160923/pdf/43bdb4bkl8t8tz.pdf
Brodie, R. J., Hollebeek, L. D. & Conduit, J. (2015). Customer Engagement: Contemporary
issues and challenges. Routledge.
Smart Insights (2015). 5 creative techniques to gain customer insight. Retrieved November 28,
2017 from https://www.smartinsights.com/marketplace-analysis/customer-analysis/
creativecustomerinsight/
Stockland. (2017). Customer Engagement. Retrieved November 28, 2017 from
https://www.google.co.in/url?
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eDXAhUIuY8KHViVAEkQFggvMAA&url=https%3A%2F%2Fwww.stockland.com.au
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Stockland. (2017). Our Business. Retrieved November 28, 2017 from
https://www.stockland.com.au/corporate-reporting/our-business
Stone, M. (2004). Consumer Insight: How to Use Data and Market Research to Get Closer.
Kogan Page Publishers.
Survey Monkey. (2017). Professional surveys for marketers. Retrieved November 28, 2017 from
https://www.surveymonkey.com/mp/marketing-surveys/
The Official Board. (2017). Stockland. Retrieved November 28, 2017 from
https://www.theofficialboard.com/org-chart/stockland