Building an Integrated Dashboard to Transform Customer Experience in the Real Estate Services Industry

A major real estate service provider client offered various related services to its members. However, the website management department and the CRM initiatives department operated independently, each building separate reporting systems.
Consequently, they couldn't grasp customers' overall behavior patterns and lacked accurate insight into which initiatives actually led to service usage.
Furthermore, since each department created reports with different extraction timings and aggregation conditions, the same metrics were reported with different values at management meetings, causing confusion.
Particularly for key KPIs like member acquisition numbers and service usage performance, analyzing the contribution of each initiative was difficult, preventing the optimal allocation of marketing investment.

First, we conducted a detailed analysis of each department's data collection and reporting processes to identify points where data inconsistencies occurred.
We integrated multiple data sources, including GA360 and our internal CRM system, and designed a unified company-wide dashboard using Looker Studio.
Throughout this process, we persistently created materials and held explanatory sessions to resolve differences in understanding between departments, establishing common data definitions and evaluation metrics.
We visualized the entire flow from customer touchpoints to service usage and built a model capable of quantitatively evaluating the contribution of each initiative.
During the six-month project period, we maintained a continuous improvement cycle and established a system enabling each department to autonomously utilize data.

The implementation of an integrated dashboard reduced report creation time by 60% and enabled real-time data updates.
Management can now make swift investment decisions for each service based on consistent, accurate figures.
Furthermore, visualizing the full picture of customer behavior identified barriers from member acquisition to service usage, leading to targeted improvement initiatives.
As a result, service usage rates increased by 25%, and marketing efficiency improved by 35%.
Furthermore, a culture of cross-departmental data sharing was fostered, embedding data-driven decision-making throughout the organization.
Senior management has also praised the initiative, stating, "The reliability of the numbers has increased, enabling us to make investment decisions with greater confidence."