V&A Waterfront · Strategy into systems · Cape Town
Tenant value isn't a number on a lease.
We reframed tenant value for the V&A Waterfront - from lease economics into a measurable relationship - then built the model and the live system to score it, grow it and act on it across roughly 3,000 tenant relationships.
Strategy, taken all the way to a working system.
- Client
- V&A Waterfront
- Sector
- Mixed-use precinct
- Scale
- 3,000 tenants · 800 businesses
- Role
- Strategy, model & CX enablement
- Archetype
- Strategy / framework-led
- Service
- Build + Run
- Expertise
- Product Strategy, CRM Workflow Automation, Customer Experience Design
The stakes
A relationship worth millions, that no one could measure.
Behind the V&A's visitor-facing precinct sits a large B2B reality: roughly 3,000 tenants across 800 stores and businesses, spanning distinct business units - Hotel, M&I, Commercial, Retail and more - each with a different relationship to the precinct.
That world ran on fragmented, isolated systems with no shared measure of value. Marketing was disconnected from lifecycle data, property-led insight went uncaptured, and CX couldn't prove its impact. The pieces existed - a TVI, HubSpot, a CX team - they just ran as silos.
Isolated systems · no shared measure
The reframe
Value is a relationship, not a line on a lease.
The property industry reduces tenant value to lease economics. We reframed it entirely: tenant value as the strength of a relationship - something that can be defined, measured and grown across its whole lifecycle. Not a repackaged metric. A new category.
The industry's definition
Lease economics
- Rent
- Lease term
- Covenant strength
- Income stability
Our reframe
Relationship value
- A measurable relationship
- Understood across the base
- Grown, not just held
- Scored across the lifecycle
The strategy
Put data at the heart of everything.
It started with a data-first, omni-channel transformation strategy: connect the isolated products through shared platforms and systems, and consolidate a fragmented estate into a foundation that could actually be measured.
Security
Trusted data, handled properly from the ground up.
Scalability
A foundation that grows with the precinct, not against it.
Interoperability
Systems that talk to each other, not past each other.
Accessibility
The right data in the right hands, when it's needed.
Data value
Every touchpoint captured as something you can act on.
The Tenant Value Index
One score for the strength of a relationship.
The Tenant Value Index turns a vague sense of 'good tenants' into a quantified, comparable, actionable measure. It scores every tenant relationship, tiers it, and breaks it down by business unit - all off a HubSpot core.
What it measures
Weighted engagement categories - from email engagement and marketing collaboration to forum and event participation, tenant awards, CX measurement and strategic initiatives. The weights are deliberate, and the model is versioned and evolving.
How it sorts
Every tenant relationship lands in one of five value tiers, from top-tier strategic partners to disengaged relationships - so the whole base can be seen at a glance and compared like for like.
How it cuts
Broken down by business unit - Hotel, M&I, Commercial, Retail and more - so each part of the precinct sees its own picture, not just a precinct-wide average.
The CX Framework
Structure meets measurement.
The CX Framework defines what good engagement looks like across the tenant lifecycle, mapping the touchpoints at each stage. The framing that makes it click: the CX Framework provides the structure; the TVI provides the measurement. One defines the experience, the other quantifies its value.
Onboarding
First impressions, set up right - welcome, orientation and the early wins that start a relationship well.
Engagement
The day-to-day relationship - comms, events, collaboration and support that keep a tenant close.
Retention
Keeping the relationship strong - value reviews, renewals and turning good tenants into advocates.
Exit
A graceful close - offboarding, honest feedback, and the door left open for what comes next.
Bringing it to life
A strategy that actually runs.
This isn't slideware. The framework is live and operational in HubSpot: automated workflows capture touchpoints and data, dashboards and reporting are built on the TVI structure, and the V&A's own CX and marketing teams are trained to run it. Strategy, taken all the way to a working, owned system.
Touchpoint
An interaction happens - an email, an event, a collaboration.
Captured
It's logged automatically against the tenant in HubSpot.
Scored
The TVI folds it into that relationship's weighted score.
Surfaced
It updates the dashboards the teams watch every day.
Acted on
Recommended actions turn the signal into engagement.
The payoff
Fragmented tracking, replaced by one measurable ecosystem.
Every tenant relationship scored, tiered and understood - visible by business unit and by lifecycle stage. CX and marketing ROI, finally quantifiable. And a living system the V&A's own teams operate.
“Our partnership with Touchfoundry has been pivotal in turning strategic insight into data and digital solutions that elevates customer experience across audiences. Strong strategic and technical capability, great chemistry and collaboration, as well as a hunger for demonstrating value are just some of the ingredients that has fuelled this partnership.”
Nisha Maharaj
Senior Marketing Manager (B2B), V&A Waterfront
The capabilities
Strategy, measurement, and the system to run it.
- Strategy
- Data
- CX enablement
- Systems & Platforms
- Build + Run
Talk to us about taking a strategy all the way to a working system.
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