Resident Retention:
Turning A Service Request Into A Customer Service Opportunity
By Mindy Williams
When Saab recalled some cars for a manufacturer's defect, they:
-repaired the defect
-provided free pick up and delivery
-washed the car inside and out
-and gave each inconvenienced customer a gift basket.
When I called the manager of my community to repair a leaking faucet, the
service tech:
-fixed the faucet (kind of)
-left muddy footprints in the tub
-left dirt on my bathroom rug
-left black fingerprints on the sink
-and left his set of master keys in my apartment.
The service tech at my community traded one of my problems for lots of others.
What happens at your community? Are you like Saab where you fix the "defect"
and diminish the problem by showering the resident with service? Or is it
more like my experience where, incidentally, the service tech came back three
times to fix the problem?
Industry wide we just haven't gotten the hang of basic customer service. We
are thrilled and pat each other on the back when a service request is
completed within 24 hours. But have you looked through your files to see how
many of those requests completed -- lickity split -- were done correctly?
Now hopefully you are shaking your head and saying, "That doesn't apply to my
community." But as I travel across the country, and shop communities big and
small, I ask residents if they are happy with their maintenance service.
Nine out of ten residents say there is room for improvement. Lots of
improvement.
We all know one of the main reason residents choose to live at apartment
communities is service. We are dealing with people who do not want to mow
lawns or plunge toilets. But today's customer is not satisfied with our
"old" service philosophy since a customer service revolution has invaded
other industries. Suddenly we are in competition with Nordstroms, Mercedes
and Southwest Airlines (all leaders in customer satisfaction). Because as
our residents get used to this higher level of service, they expect it when
they do business with us. We are forced to add extra services simply to keep
up.
Here are examples of what other industries are doing to meet the needs of
their customers:
Honda installed personal karaoke machines in Japanese cars since karaoke is
so popular and people spend hours sitting in traffic.
There's a laundromat in Virginia that has a deli, bar, dartboard and
computers for customers. (What does your laundry room look like?)
oA fast food restaurant washes windows of cars at the drive thru. (You can
do this once a month for residents, too!)
Great service is all around us. With less free time and less patience, our
residents are being spoiled away from home. It's time to provide that great
service at home. Here's how.
Update the lingo in your ads and brochures
During this customer service revolution, advertisements that shout "service
is our specialty" or "we cater to our residents" or "we offer great
maintenance service" does not mean anything to our customers anymore.
EVERYONE says this... just like everyone in our industry has a picture of
their pools and clubhouses in their ads and brochures. Separate yourself
from the crowd by being specific on why your service beats the others...
"We fill all service requests within 22 hours."
"We'll fix your service request to your satisfaction or dessert is on us!"
(Ask a local restaurant to donate desserts for residents who buy two main
courses. Other great incentive giveaways include video rentals, manicures,
pedicures, appetizers, cappucinos, free Sunday newspaper... the list is
endless.)
"We'll fix your request to your satisfaction or we'll reserve a V.I.P.
parking space for you for a week."
Service is the hook!
Did you know that last summer more than 73 million Americans mowed their
lawns? And not ONE of your residents had to! We have such a great
opportunity to dazzle our residents - after all everything we do affects the
quality of their home life. The next time you receive a call for a request,
accept the challenge and do it as quickly as you can to get it done right the
first time. And provide them with superior service by ASKING if there is
anything else you can do since seventy percent of the time there is
something else to be done in the apartment, only they forget to tell you.
Even A cab driver in New York City does it...
by offering his customers a piece of Juicy Fruit gum as they enter his cab.
It's your turn now. Remember, happy residents don't move. Spending time now
to increase your services will help keep your occupancy high.
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