You read it right -GOOD Customer Service is DEAD. Where is the LOVE?
httpv://www.youtube.com/watch?v=WpYeekQkAdc
(Video: Black Eyed Peas – Where is the Love?)
This is actually good news – If you are one of the few apartment communities that consistently provides good customer service, you are WAY ahead of the game. Even if you THINK you’re doing a great job, this article will be an EYE OPENER. Read on! (This blog-post was inspired by a recent blog post and discussion initiated my Brent Williams – read his original article here.
In today’s market, the BEST way to control vacancy is to close that back door – meaning KEEP your current residents! Don’t let them leave! We all know it costs us a WHOLE lot less to keep a current resident than it is to turn an apartment and find a new resident! The few prospects that ARE in the market for a new apartments – they KNOW they are a WANTED commodity, SO they are shopping for the best deal. Our current residents? They want a good deal too – however, more than wanting a good deal – they want to feel good about choosing to spend their money with YOU.
GOOD Customer Service is Dead! Where is the LOVE?
So why is this good news? Good customer service can be IMPROVED. It’s not like a location or an expensive amenity.
YOU have the power the improve this!
Not only do you have CONTROL over this, based on some recent experiences (See Brent Williams blog about his renewal experience here), it wouldn’t take much these days to stand out from everyone else.
I LOVE shoe shopping. My favorite place to shop for shoes? Nordstrom’s shoe department. They tend to have pretty good customer service overall - but NOT all customer service is created equal. I have found that when my regular salesman, (let’s call him Adam) helps me, I will leave the store with at least 3 pairs of shoes. And when it’s someone else – most times I leave empty handed. Why? Everyone is extremely helpful and cheerful – its Nordstrom’s after all! But when Adam helps me, he makes me feel like the ONLY person who SHOULD be wearing THOSE shoes, should be ME. (“Darling! Those shoes were MADE for you!” or my favorite, “I won’t be able to look at those shoes on someone else’s feet the same way EVER again. And I have 6 pairs left back there!” It’s partly how he treats me when I am trying on shoes, but in the course of getting to know me, he has gotten to KNOW ME. He knows what my style is (knows the labels that typically appeal to me), he’s gotten to know what my preferences are (LOVE PINK, RED, GOLD), he knows my foot size. AND he tells me when something is NOT right. (“Friends don’t let friends wear THOSE out.”) I’ve learned from my shoe experience and have singled out a GREAT sales person in each department or store that I frequent. I don’t put up with bad customer service, and believe me. BAD CUSTOMER SERVICE happens to GOOD PEOPLE – ALOT more frequently than we care to admit – especially when it comes to our own communities!
Learn from Nordstrom’s – in a time when EVERY other store is having a sale EVERY WEEK, they seldom have sales. I pay full price every time I shop there – but I feel GOOD doing it.
THAT’s what your current residents want from you – make them feel GOOD about spending their money with YOU. SHOW THEM THE LOVE.
As I mentioned previously, BAD CUSTOMER SERVICE happens to GOOD PEOPLE. I have noticed that in this economic time, it is EXTREMELY hard to find good customer service. Many times, when I am out and about, shopping, dining, etc. Mediocre or bad service is so common – in fact it IS the norm. Customer service people are talking to each other, ignoring customers, acting as if somehow, the presence of a customer waiting for service actually is a nuisance! At some restaurants, especially during non-peak hours, the service is downright poor. Why is this?
A recent discussion at my local apartment association, MHA (Minnesota Multi-Housing Association) zoned in on the fact – it’s NOT that we (as customer service providers) don’t KNOW what GOOD customer service is. Bad news & bad attitudes are everywhere. It’s a depressed market. WE feel it, we are stressed, we are strapped on time, our budgets have been cut, our payroll hours have been limited, pay freezes. YOU name it, we’ve all experienced more bad news than most of us have ever experienced or care to remember. We’re not the ONLY ones this is happening to! Our residents, prospects, clients are experiencing this TOO.
Back to resident retention and good customer service at your community. The one place where your resident spends the majority of their time is at HOME – at YOUR apartment community. The biggest check they write EVERY month is a rent check to YOUR community. The ONE place where we don’t want to feel the everyday pressures of a bad economy, depressed market, bad news is at HOME. Your community is HOME for every one of your residents. It’s not enough to say “good morning,” or “how are you?” when your resident comes home in the evening. Get to KNOW them! Have a genuine interest in your residents. You should know who are the frequent fitness buffs, which ones are early starters, which ones have pets, etc! Talk to your residents, engage in positive interactions with your residents, get their input. Get to KNOW them! Even if YOUR community has 500 or more residents, it is nowhere near the kind of traffic Nordstrom’s gets on a weekend. Learn from the best and forget the rest!
SHOW YOUR RESIDENTS THE LOVE.
If the only conversations you are having with your residents is when they sign their lease, when they are late on rent, and when they renew, SOMETHING IS WRONG. Where is the LOVE there? If you’re only dealing with “customer service issues” (i.e. complaints) instead of receiving letters or thanks and praise from your residents, the customer service at your community is lacking. There are hundreds of ways to have positive interactions through-out the course of a resident’s lease term. Create THOSE opportunities, and make it a part of EVERYONE’s responsibility on site.
SHOW YOUR RESIDENTS THE LOVE.
Don’t GET IT? RENT SODA! GET IT!
-Daisy Nguyen in Minneapolis, Minnesota MN
CEO
Business, Operations & Marketing Consulting to the Apartment Industry
Web: RentSoda.com Email: Daisy {at} RentSoda(.)com
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In the past, one of my frustrations with new construction is that within 37 minutes of moving in your first residents, ugly beat-up old grocery carts from neighborhood shopping centers start appearing in the common areas. Grocery carts may be the wire hangers of the multifamily industry: they reproduce at an astonishing rate. Why not streamline the look, modify them to protect your walls and elevator cabs and get some marketing oomph from them?
