CapitaLand Development (China) honoured at Real Estate Asia Awards 2025 for impactful customer-centric programme

This programme aims to deepen customer understanding, build agile capabilities, and strengthen organisational capabilities.

CapitaLand Development (China) has been awarded the Customer Insights Innovation of the Year - China at the Real Estate Asia Awards 2025, in recognition of its outstanding Customer-Centric Transformation Programme (CCTP). The award celebrates the company's remarkable efforts in embedding a deep customer understanding into its operations, strengthening organisational agility, and driving innovation across its residential developments.

Transforming through customer centricity

The CCTP represents a bold shift from traditional real estate approaches, placing customers at the heart of every decision. Designed to address not just the functional, but also the social and emotional needs of homebuyers, the programme aims to deliver high-quality homes that elevate the everyday living experience.

By embedding customer-centric thinking across all levels of the organisation, the initiative seeks to enhance conversion rates, improve sales performance, and upskill its 700-strong workforce to stay ahead of evolving market expectations. It also positions CLD China to respond proactively to regulatory and policy changes.

At its core, the CCTP is designed to reinforce CLD China’s credibility, strengthen its brand equity, and solidify its position as the developer of choice in China’s competitive real estate landscape.

Phased implementation for organisational change

The transformation began with a comprehensive alignment phase, involving company-wide dialogues to instil a shared commitment to customer-centricity, data-driven decision-making, and operational excellence.

To sustain and expand on this momentum, CLD China formed two key teams: Customer Insights and Analytics and Business Intelligence and Analytics. These teams spearhead strategic transformation and facilitate cross-functional collaboration.

A central knowledge hub was also launched, providing all staff access to key learning materials and practical frameworks, such as the Business Logic Model, Clayton’s Jobs to Be Done Theory, and Customer Journey Mapping. These tools empower teams to generate real-world solutions based on customer insights.

The programme was piloted across eight residential projects in China, ensuring project attributes were matched to the needs of targeted customer segments. Functional Scrum teams were introduced to strengthen execution and value delivery, marking a new way of working for the organisation.

Future-proofing with technology and insight

Looking ahead, the final phase of CCTP focusses on future-proofing CLD China through the use of advanced analytics, AI applications in investment planning, and possible new business models. By leveraging digital technologies, the company aims to enhance the efficiency, quality, and safety in design and development, whilst modularising product design based on customer insights.

Turning insights into impact

Since its launch, the CCTP has delivered measurable outcomes: increased customer loyalty and trust, higher sales revenue, as well as greater recognition across media and industry platforms.

Homeowners have affirmed the positive impact of the initiative:

Ms Pan, a resident of Raffles City Chongqing, said, “After moving in, my home has become a great place for friends to gather, and it has strengthened the bonds with my family. The design has an international avant-garde style, combined with riverside views and commercial amenities. This blend of charm and warmth is exactly what I am looking for in a home.”

Mr Zhang, a homeowner at Città di Mare in Guangzhou, shared, “As a married couple with a child, the pleasant community landscaping and excellent living quality have enhanced our family’s sense of happiness. I have found the ideal home that meets my expectations and gives me a sense of belonging.”

Ms Lou, a resident of Mansion@8 in Hangzhou, added, “I chose this project not just for its location, but because of CapitaLand’s brand credibility. The development reflects quality and thoughtful service—it feels good to be respected and understood by the developer of our home.”

The Real Estate Asia Awards celebrate excellence in real estate across Asia, recognising companies and projects that set new benchmarks for innovation and customer value. CLD’s win underscores its leadership in reimagining residential development through insight-driven innovation.

The Real Estate Asia Awards is presented by Real Estate Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional projects or initiatives in the Real Estate industry, please contact Julie Anne Nuñez at julie@charltonmediamail.com.