How PEXA Embedded Customer Intelligence to Lead an Industry

Transforming Property Transactions Through CX

PEXA has always played a pivotal role in helping Australians achieve the dream of home ownership. But as the business grew, so did the complexity of the experience. Property settlement—a traditionally paper-heavy, 150-year-old process—needed a digital overhaul. And to lead that change, PEXA knew it had to do more than modernise operations. It had to embed customer experience (CX) into the DNA of how the business worked.

Over the past five years, PEXA’s CX transformation has reshaped the organisation. From rethinking its feedback strategy to launching AI-powered insights, from restructuring teams to reengineering digital processes—every change has been anchored in one goal: make life easier, faster, and more valuable for customers.

The Challenge: Legacy Processes, Fragmented Feedback, and Untapped Insights

PEXA’s core platform was transforming the way people settle property—but behind the scenes, CX insights were limited to small sample sizes and traditional NPS reporting. Feedback wasn’t being used consistently across the organisation, and valuable signals from support tickets, call transcripts, and CRM notes were going unheard.

The business needed to scale its CX efforts to match its market ambition. That meant expanding its listening strategy, linking insights to financial impact, and creating a common understanding of customer needs across all departments.

The Solution: A New Way of Working, Built on Customer Intelligence

Listening Better

PEXA replaced traditional NPS reporting with a modernised CSAT framework and expanded its feedback sources. This included surveys, digital intercepts, support tickets, call transcripts, CRM data, and complaints—giving teams a complete and real-time view of customer sentiment.

This richer signal set led to a 320% increase in the volume of insights available to the business.

Learning Faster

With the volume of customer feedback increasing more than 300%, PEXA needed a consistent way to surface and share insights across the business. Rather than relying on manual analysis or generic dashboards, the team used advanced analytics tools—including Kapiche—to categorise and interpret feedback at scale.

This allowed PEXA to spot trends faster, isolate root causes, and link specific themes to business outcomes. The result was a clearer, more consistent understanding of what mattered most to customers.

Insights were then distributed in the form of tailored, bite-sized reports designed for different roles and teams—making it easier to take action at every level of the organisation, from frontline coaching to strategic prioritisation.

Acting Smarter

Feedback didn’t sit in dashboards—it drove change. PEXA used insights to:

• Replace USB tokens with mobile signing, streamlining the process and removing unnecessary friction for users.
• Improved the user journey for navigating new offerings to customers, like an integrated foreign exchange capability.
• Reduce processing time from days to minutes through automation and CX-informed system improvements
• Build a cross-functional workflow—from product to go-to-market to servicing—all triggered by a single source of truth: the voice of the customer

The Results: Measurable Impact Across the Business

PEXA’s CX transformation wasn’t just a cultural shift—it delivered meaningful, measurable business impact.

By expanding its listening framework and embedding CX insights into everyday decision-making, the business saw a sharp increase in customer engagement. Survey response rates jumped by 95%, with feedback becoming richer, more relevant, and more actionable. These insights drove improvements that customers noticed immediately. Satisfaction scores rose, while complaint volumes steadily declined.

The transformation also had a tangible effect on employee experience. With personalised dashboards and a clear line of sight between their actions and customer outcomes, frontline teams felt more empowered. Internal engagement improved, eNPS increased, and staff turnover dropped—clear signs that employees were more invested in the experience they were delivering.
Operationally, the impact was just as significant. One of the biggest breakthroughs came from reimagining how customers signed documents. By moving from USB tokens to mobile signing, PEXA made the process faster, more secure, and significantly more convenient for users—eliminating friction at a critical stage of the journey.

At the same time, the team unlocked new growth opportunities by embedding CX insights directly into product development. New features were added to the core platform which were designed to anticipate customer needs and introduce relevant services—at exactly the right moment in the journey, leading to stronger engagement and increased adoption.

PEXA’s transformation has fundamentally reshaped how the organisation works—and it’s helping them lead an entire category forward.

Impact at a Glance:

• Significantly increased engagement with customer feedback, delivering richer and more actionable insights
• Improved satisfaction scores and a noticeable decline in complaint volumes
• Streamlined operational processes and enhanced the customer signing experience through mobile-first innovation
• Sourced new revenue opportunities by embedding relevant services into the customer journey
• Reduced processing time for key settlement steps—from days to minutes
• Strengthened market leadership, now supporting the vast majority of Australian property settlements

The Backbone: Team Evolution and Executive Alignment

This transformation wasn’t just about tools—it was about people. PEXA introduced a “New Way of Working,” aligning every department behind a shared CX vision. Cross-functional teams collaborated around the customer journey, with internal CX Champions embedded across the organisation.

PEXA also invested in training, like SWISH sales coaching, and equipped frontline teams with personalised dashboards and insights to drive proactive engagement.

At the executive level, CX became a standing board item and a strategic lever for growth. Leadership made the link between satisfaction and profitability visible—turning customer experience from a department into a business priority.

What’s Next

With nearly full national coverage, expansion into the UK underway, and adjacent revenue streams like value-added services gaining traction, PEXA’s CX-first strategy is proving scalable, repeatable, and essential to its ongoing growth.

As the business continues to connect people to place, it’s also proving something bigger: that when customer intelligence guides the strategy, transformation isn’t just possible—it’s profitable.