THERE is a huge push in the real estate industry, well really across all progressive industries, to monitor customer satisfaction.
But why? There is a strong argument that if an agent does their job the buyer should feel like they’ve been squeezed of juice and their only feeling for the agent is “I want them to do that for me one day”.
In an age where any one can post about a poor customer experience online and run a trial by social media, businesses are obviously concerned about the knock on affect of these negative posts. So how can any company squeeze one side, but leave both sides feeling 10/10 satisfied.
I bought a car recently. Upon completion on the sale my sales person said “You’re going to get an email from our company. I need you to ensure you open it and give me a 10”.
Now look, I was happy, but was I 10/10 happy? I didn’t really get the price down as low as I’d liked, the sales person was great, but some of the pain points of the purchase did frustrate me. This feedback is now lost and has been replaced by a smiley face and a perfect 10.
At Ray White, upon return from their annual pilgrimage to Harvard the White family shared their vision for customer satisfaction. It has become one of the single most important pillars upon which they want the company to stand from into the future. Entire teams have been established to ensure customers and clients are getting an ‘industry leading’ experience.
I quizzed one of their team leaders about the value of the perfect score and my experience in buying the car. Her response has changed my view toward these surveys and made me a firm believer.
She said her vision was for agents to say to clients “you will receive a survey from me after this transaction where you can rate your experience out of ten. What I would like to know is, “what does a 10/10 experience look like to you?”.
Now this is valuable. It’s not reactive. If industries start responding to the expectation in advance rather than in damage control you will start to see huge shifts in the industry.
With Net Promoter Scores now a huge part of modern business, we should all expect to be getting surveyed more often, so our responses should be sincere and then the results will offer genuine value and see a huge improvement in the service across many industries.
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