For any business, large or small, customer feedback is absolutely essential for establishing the quality of the service experience. Feedback can lead to an influx in business just as much as it can deter anyone from dealing with you, ever again. Therefore, it is important to engage your customers to develop a healthy line of reliable communication to transform negative reviews into a constructive and pleasant experience that emphasizes the rich quality of life offered within your communities. For the purpose of this article, we will explore how feedback collected from service performance data is useful in transforming negative resident experiences into positive ones.
To provide context for our conversation, our analytics team evaluated data across all our customers to look into the relationship between a resident’s level of satisfaction and the number of hours it took to complete a particular job. Through the observed trends, we make inferences on the implications this data has on defining an optimal strategy for ensuring a highly satisfied resident base. To help with our discussion we have included a box plot that highlights the relationships within the data as per location and variance.
ABOUT BOX PLOTS:Boxes are divided into four quartiles, each representing 25% of the data in the particular category. Middle bolded line represents the median while the top and bottom lines represent the maximum and the minimum, respectively. To learn more about boxplot interpretation, visit http://en.wikipedia.org/wiki/Box_plot.
From the plot, we notice a trend between the amount of hours and satisfaction level, more specifically, the longer a job takes, the more likely a resident will be “not satisfied”. Looking closer, we see that 75% of the “very satisfied” reviews were collected for jobs that took 25 hours or less to complete (essentially same day completion). Meanwhile, around 50% of the data collected for the “not satisfied” and “satisfied” reviews were from jobs that took longer than a day to complete. From this, we can see that a job completed within a day’s period is more likely to receive a “very satisfied” rating. We see the medians for the “not satisfied” and “satisfied” categories lie right around the 25 hour mark, while the “very satisfied” median is well below that, lying closer to the 12 to 15 hour range. All of the data depicted in the “very satisfied” category nearly fits within the 50 hour job completion range (the maximum being around 53 hours). Diving deeper into the “not satisfied” reviews, we found that nearly 20% (19.7%, to be exact) of all dissatisfied reviews collected were from repeat requests. This means that the first time a particular maintenance job was done, it yielded a dissatisfied review from the resident. Upon completing the same service on the repeat request, the job yielded a dissatisfied review, once again. Next we can look into what this could mean for the ideal guidelines of how best to turn around a negative score to a positive driven by the data insights mentioned above.
So, you received a negative review, what’s next? When a resident is dissatisfied, an immediate conversation with the property manager not only leaves the resident feeling important and taken care of, but it allows for the property manager to be able to strategically redistribute maintenance resources to address such “code red” issues that need prompt attention. Keeping a line of communication also allows maintenance teams to assess the urgency of a request before engaging in its resolution. For example, when the dissatisfied resident reopens the maintenance request, the property’s maintenance team can prioritize their work strategically to tackle repeat issues first. Looking into our data, we saw that service requests that took a long time to resolve and still yielded “very satisfied” reviews shared a common denominator of consistent communication between the service team and the resident. This permitted the staff to take appropriate action contingent upon the urgency of the issue. Similarly, lengthy jobs that yielded “not satisfied” reviews lacked communication and an understanding of how critical the issue was.
Every property needs a protocol through which they can transform negative responses from their residents into a positive experience. This protocol must be branded throughout the entire portfolio and measurable via data insights. When implemented correctly, residents will be left not only talking about what your property does well, but how smoothly you counteract instances of underperformance, transforming all feedback into something positive, actionable, and beneficial.
About the author
Anton Razanav is a Marketing specialist at ComVibe. ComVibe has effectively tamed real-time data collection and developed a solution for interactively engaging residents in the improvement and upkeep of their property while organizing and empowering maintenance crews and management with tools that promote professionalism and the maximization of staff potential. Their mobile, multiplatform system offers a simple and transparent user-friendly interface, actively connecting resident to maintenance workers while sustaining direct communication from start to finish of a particular task.