When working in an industry where continued success and growth is hinged upon the degree of customer satisfaction and loyalty, it is imperative that customer feedback is gathered swiftly and appropriate adjustments are made to foster the refinement of good qualities and the improvement of those that are lacking. With this in mind, one of the most detrimental things a business can do to itself is require overworked property managers to be responsible for collecting internal service evaluation that their properties will be assessed on. This attempt essentially bites the hand that feeds you, allowing for misguided interpretations of KPIs and a disconnect with the customer base.
Internal evaluation is rampant with issues. Data is shrouded by bias and collection methods are usually inefficient and poorly documented, resulting in unreliable data and conclusions that are even more erroneous. In reality, internal evaluation of customer satisfaction is not about the customer at all, it is about the individual performing the evaluation. Starting with the employee interacting face-to-face with the customer and climbing all the way up to executives, the evaluation process turns into a game of broken telephone. It is instinctual to provide information that is least damaging to yourself than to uphold the truth, after all, what’s the harm of just one negative customer opinion? This exact mentality creates a snowball effect, deteriorating business from the ground up.
Businesses must remove this noise. Feedback evaluations need to be actionable to prove effective, they need to be tracked and analyzed to gauge the level of improvement in performance. To achieve this and ensure that resident feedback is constructive instead of destructive, businesses must consider third-party solutions. Engagement of an independent third-party to collect and evaluate unbiased data guarantees that the process remains customer-centric, encouraging transparency within the business and allowing your team to focus on what they do best, which is delivering a remarkable experience.
Epitomes of companies who provide the aforementioned transparency are Medallia and ComVibe. Medallia, a third-party company in the retail industry, and ComVibe, a third-party company in the multifamily industry, both gather real-time customer experience data and pinpoint problem areas through analysis of business performance. Both have collaborated with revered customer satisfaction-centric businesses; Medallia aiding Macy’s and Sephora to boost success while ComVibe works with industry-leading Bozzuto Management to constantly raise the bar of excellence in service. To juxtapose the well-known importance of customer satisfaction in the retail industry, we take a closer look into the inefficiencies of gauging resident satisfaction in the multifamily industry.
When property managers perform callbacks (instances on which they make calls to residents regarding levels of satisfaction with maintenance crew service, etc.), there exists too much grey area to collect reliable, real-time data. Managers may forget calls, call too late, not document feedback and so on, consequently digging themselves and their property deeper into a negative feedback loop. The risk of ignoring feedback is too probable, and the value of resident satisfaction is priceless. ComVibe delivers an exemplary service in gauging resident satisfaction, reducing the need for random sampling while seeing an increase of up to 30% in service improvement on properties and up to 55% improvement for individual technician performance. A separation of processes, from internal to external evaluation, is crucial to successful business transparency and is one step closer to delighted and enthusiastic residents.
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.