How a service blueprint helped create a more consistent and structured journey for land purchasers across teams and touchpoints.

Scope:

National Service Blueprint

Client:

AVJennings

Year:

2023

Services:

Service Alignment

Experience Mapping

Challenge

Why this mattered.

Customer insights showed land purchasers had consistently lower satisfaction and NPS than home buyers. From contract to settlement, buyers lacked emotional support, transparent communication, and proactive guidance at key milestones. Each state operated independently with different templates, escalation paths, and handover processes, creating fragmented and inconsistent experiences. The business needed a unified national approach.

Who was affected?

Land purchasers experienced inconsistent updates, limited guidance, and uncertainty during key milestones from contract to settlement.

Sales Consultants and Customer Service teams faced duplicated tasks and unclear handover responsibilities across states.

Marketing and Leadership lacked reliable data to measure satisfaction, track performance, and identify improvement opportunities at scale.

Goal

Unify the land purchaser experience by aligning communication, processes, and tools across four states to deliver consistent, transparent support from contract to settlement.

Approach

The evidence

I led discovery across Marketing, Sales, and Customer Service, reviewing Customer Insights data, workflows, and journey maps across NSW, VIC, QLD, and SA. Workshops surfaced systemic gaps: inconsistent tone, duplicated work, and reactive handling. Evidence confirmed that a standardised experience framework would close satisfaction gaps and strengthen cross-functional collaboration.

The solution

Developed a unified Service Blueprint with input from state stakeholders, covering:

A clear visual process with defined roles across all teams

Standardised communication templates and proactive milestone reminders

A post-settlement support model with digital resources, and an implementation roadmap including Welcome Guides

CRM integration

eDM automation

Land Development Tracker

Research

Service Blueprinting

Customer Journey Mapping

Stakeholder Workshops

Process Simulation

Pilot Testing

Feedback Loops

Iterative Refinement

Training and Handover

Outcome

The blueprint unified Marketing, Sales, and Customer Service under one national framework, enabling proactive, consistent communication from contract to settlement across all states.

Measure of impact

NPS among land purchasers increased, closing the satisfaction gap with home buyers

Standardised workflows reduced manual processing time and improved team responsiveness

The blueprint became the national training reference, maintaining consistency across all states

Cross-state collaboration improved through shared templates, automated reminders, and unified customer data

Role

I led the complete discovery, mapping, and design process, facilitating workshops representing each state's needs. I authored communication standards, a visual service blueprint, and an implementation roadmap connecting customer emotions, front-stage interactions, and back-end operations. The Service Blueprint now underpins AVJennings' national Customer Experience model.

I led end-to-end UX and CX strategy from competitive intelligence through governance implementation. Cross-competitor analysis identified Pro9’s strategic opportunity: the strongest product and the weakest digital presence. I defined evidence-based goals and embedded scalable systems, transforming the website into a competitive business driver that delivers measurable credibility and conversions.

Legacy and reuse

The blueprint was expanded into the Community Engagement Blueprint, ensuring continuity from purchase through to post-settlement experience. It established the foundation for AVJennings' national CX model, delivering clarity, transparency, and measurable consistency across the land purchaser journey in all states.