Customer Service 101

Why is Customer Service Important?

Have you ever read a website or a company description that says something like…”We pride ourselves on delivering terrible service. Really, great service is expensive and we don’t think it is worth it so instead of great service we will provide pretty adequate to bad service. Thanks for your business.” Probably not! Really, we all say the same thing (and I feel scared writing this because I know I’ve typed up this exact phrase in previous marketing material):

“We pride ourselves on providing the best service to all of our customers.”

 

Cost of Losing a Customer

The real costs of re-renting an apartment or renewing a lease vary from community to community, but always demonstrate that keeping an existing resident is typically far less expensive than replacing that resident with a new one.

Therefore, keeping your customers happy makes real fiscal sense!

 

How to Provide Excellent Service

1. Listen to what your customers ( prospects and residents) are saying to you.
   All customers aren’t the same. Find the time to ask a few thoughtful questions and customize your response. Not only will you learn something new, your customers will feel more connected and loyal to you.
2. Find opportunities to connect personally and authentically.
   That can be hard when you have a lot of customers, but you can do it. Think of your communication style, remember and acknowledge an important event, send a handwritten thank-you note, be sure your office staff recognizes a customer when he or she calls the office.
3. Be surprisingly responsive.
   Of course we all know to respond to issues, questions and complaints – but this is what everyone (i.e your competitors) does, too. When your customers have to wait, they get cranky and frustrated. Respond within hours – even if it is simply to acknowledge that you received their call and will be getting back to them shortly.
4. Set expectations and then always follow through.
   When a residents makes a request, whether it’s a request for maintenance service or a question about their lease – set the expectation of when they can expect a response and then deliver to them exactly on that day.  Do what you say you will do, when you say you’ll do it and you will build lots of trust.
5. Identify unique ways to deliver stand-out service.
   I think this is the most important one on the list because it is a way to rise above your competition. The best place to start is by asking your customers. Conduct a health check with a few customers every month and ask them the one thing you should be doing to keep their business, then (and most importantly) find a way to do it!

Copyright 2011 Grace Hill, Inc.