26 February 2018

Jeffery Gray announced as chief commercial officer for Dexar Group

| Lachlan Roberts
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Jeff Gray

Jeffery Gray said that improving the services that Dexar offers is a necessity. Photo: Supplied.

What makes Dexar Group‘s new chief commercial officer, Jeffery Gray, stand out from the crowd is his passion for understanding customers’ needs so that he can create the right service.

According to Dexar, Mr Gray’s resume is unlike anyone else’s in the property industry, and it is hard to argue with them.

With a masters in business administration, Mr Gray has held positions with Domain Group, Aristocrat and Lexis Nexis, and has also consulted with Qantas and Hutchison Telecom.

Now in a new role at Dexar, Mr Gray plans to use big data to personalise, automate, and understand how best to engage with consumers, so Dexar can create services at the right time.

Mr Gray said that improving the services that Dexar offers is a necessity.

“Technological trends powered by big data like artificial intelligence are coinciding with and driving increases in consumer expectations, shaping the future of every industry.”

“Real estate is a services industry, so harnessing these global trends to improve the services we offer is a natural and necessary focus,” Mr Gray said.

Mr Gray plans to enable agents to understand more about customers, down to a fine granular detail.

“It means they can personalise the consumer experience en masse and develop new, scalable service offerings and business models that deliver a highly valuable, frictionless service to their customers.”

“In this way, we’ll flip real estate around from being primarily a services industry to a data industry, one that monetises data through the delivery of products and services around property transactions,” he said.

“Customers expect immediacy and it’s incumbent on industries like ours to innovate to meet and exceed these expectations. If someone makes an enquiry, they want a response straight away in the channel they choose. A phone call the next day is an opportunity lost. The real estate industry can’t shy away from the challenges and opportunities presented by new technology such as the onset of artificial intelligence.”

Mr Gray has hinted at a significant new integrated Data and CRM project to be rolled out later this year across the group, designed to deliver better customer experiences and a platform for industry-leading innovation in the data and AI space.

“Harnessing data and AI has limitless possibilities for the real estate industry, and importantly, the consumer experience. Our objective is to create a platform – or ecosystem – that triggers into action as soon as someone touches our brands, regardless of how they do so. It will take some time to perfect and we’re not afraid to fail as we go along. But the journey and opportunity are too important to ignore,” he said.

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