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RealService is delighted to announce that our Founder, Howard Morgan, has been conferred with the title of Honorary Professor at the Bartlett School of Sustainable Construction at University College London (UCL).

Picture of Howard Morgan
Howard Morgan, Founder, Real Service

The appointment recognises Howard’s pioneering work in the field of customer experience and real estate over the past 30 years.

The Bartlett School of Sustainable Construction is an international centre of excellence in the teaching and research of project management, real estate and economics.

Speaking about the appointment, Howard said

“I’m very proud to receive this honour and looking forward to contributing to the development of this new field of real estate education and research.

The real estate industry will need to develop new skills and to attract a far more diverse pool of talent if we are to respond to the challenges imposed by pandemic and climate change. I’m excited to be working with an internationally recognised School which can bring fresh thinking to this challenge.”

Howard’s appointment builds on his role as course co-director with Professor Yolande Barnes to launch the ‘CX and Real Estate – Future Leaders Programme‘ at the Bartlett Real Estate Institute (BREI).

Professor Yolande Barnes said

“I’m delighted that Howard’s real-world expertise in this critically important area of real estate will be available to our students at the Bartlett.”

Howard will continue to provide advice on customer experience strategy to RealService clients who include leading investment managers, real estate investment trusts, landed estates, professional firms and professional bodies.

 

For more information contact:

howard.morgan@real-service.co.uk

 

 

 

 

 

 

 

 

 

 

 

RealService Founder, Howard Morgan, recently spoke at the Navigator Forum organised by our strategic partner, CGA 

Our collaboration with CGA is enabling us to provide the best of both worlds to our clients: customer insight, CX consulting, training and benchmarks from within and outside the real estate industry.

A report of his presentation is available here and reprinted below with thanks to Chris Garthwaite and Carla Hall at CGA for the invitation.

www.cgaexperience.com

 

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Introduction

Cities around the world have seen a fundamental change in the way we use property and real estate. As with many of the seismic shifts since March 2020, this was a trend that was already in motion pre-pandemic, but Covid-19 has escalated the evolutionary process.

While change presents challenges for commercial property owners and those in businesses that hinge on real estate (not least UK pensions, which are underpinned by property), it also presents opportunities as well. So, how can businesses adapt their thinking to create a customer experience worth paying for in 2022 and beyond?

What’s changed in real estate?

The overarching change is that we simply are not using commercial property in the way we were five years ago. Remote working is perhaps the most obvious change that has occurred, with digitisation opening opportunities for people to live and work beyond the overpopulated and highly priced realms of major cities.

Remote working was a creeping trend that has leapt forwards, with many wishing to continue working from home all or part of the time going forward. It opens all kinds of opportunities, ranging from ‘levelling up’ income and local spending across the UK to providing more job opportunities for anyone who can’t travel into the likes of London and Manchester on a regular basis.

While there may be some friction between businesses and employees as to how the remote working model plays out in the long-term, as of September 2021 50% of British employees are still working from home at least some of the time. That’s up from 37% before the pandemic. The change has prompted technology to advance in order to improve the remote working experience. Last month alone we saw Facebook showcase their haptic glove prototype, allowing you to feel objects in virtual reality.

It’s not just offices, however, that are seeing changes. The high street has been under ‘threat’ since the dawn of the internet, and the challenges of the last two years have meant that anyone who hadn’t changed their shopping habits to the digital realm has now been largely forced to. As a result, shopping centres and brick-and-mortar stores are suffering.

Even rented housing and apartment buildings are facing enormous change in cities (linked back to remote working). As people realise that they are not bound to urban areas, landlords find themselves competing for tenants in a way they have never had to before.

We are at a moment of profound change and for lots of businesses that’s a daunting prospect, but it’s not a situation that has never occurred before. For example, one might see both an industry and society parallel in the colliery closures and ensuing miners strikes in the 1980s. They, too, were a way of life, impacted entire communities, were linked to the very essence of how the country was run, and had the capacity to make entire businesses irrelevant in a very short space of time.

Reimagining the proposition for commercial property

Against this backdrop we need to change the way we think about commercial property. What is it for? How is it used?

Since 2002 Barclays has been selling off its office buildings and leasing them back. Large city apartment buildings have been plagued by scandal and a loss of trust post Grenfell, and shopping centres are floundering. For example, Bluewater’s 30% stakeholder, Landsec, is currently in talks to buy Lendlease’s 25% stake for £200m. That would represent an overall value drop of around £800m over the past three years.

That said, we are seeing a repurposing of those buildings and the way they’re used for work, life and leisure. What businesses need to think about is how to provide services that enhance experience in these environments.

Space as a service

In offices, stats show that typically just 2 out of 10 corporates are satisfied with the services they get from landlords. So, the old is being outshone by the new, as ‘space as a service’ providers like WeWork capture the mood and gain 9 or 10 out of 10 in customer satisfaction surveys.

The shift in our approach to commercial property comes down to two things: service and experience. Office and apartment buildings are shifting from a focus on ownership to the monetisation of services. That includes physical space as something people consume according to need. That might be in the likes of WeWork or student accommodation providers like Unite Students. These are no longer places to simply crash for the night, they provide tea, coffee and services that enhance the experience.

The tenant as the customer

In apartment buildings, landlords are being called out for abusing power (only recently, Luke Johnson wrote his piece ‘Time to end the abuse of tenants’ for The Times). There’s also a rise in pressure groups like Guardians of the Arches, calling for tenants to be treated as valued customers.

One example that Howard highlighted, was from Quintain Living. Their lifestyle focussed rental company has been developing an area outside Wembley, producing something colourful, imaginative and experience focused. It includes a rooftop community space on the 14-storey residential tower, as well as two floors of office space which tenants can use free of charge. What they’re delivering as a result is not just a roof over your head, but a community that’s nice to live in. There are camper vans on the roof, which can be offices for the day, colourful post boxes and hot tubs – the emphasis is on the experience.

In many ways this is forward thinking. However, one contributor pointed out that in other ways, this emphasis on community is a throwback to the way continental Europe structured its communities in the past, with commercial premises on one floor and housing on another. There is inspiration to be drawn from the past as well as imagining the future.

Training and behaviour

The missing link between reimagining the way we use commercial property and executing those plans successfully is a combination of skills and strategic capabilities.

A mindset change

In the first instance, it’s about a mindset change. For a long time, those who have owned or managed property, have had the luxury of not really thinking about the customer and their experience. Property has been in demand, so landlords have been able to command high fees without providing any service. Now, commercial property owners find themselves in a position where it needs to give people a reason to come to them – they need to think about the customer experience.

It’s a way of thinking that the hospitality industry has understood for generations. CGA’s Graham Ryan recalled living in an apartment building in the USA, where the concierge added enormous value to each tenant by knowing everyone’s name, always saying ‘hello’, and being engaging. The community loved him, and 26 years later, he remains a positive memory of that experience. That individual and his customer service created value for that asset.

It is a mindset that forward thinking businesses are seeing tangible benefits from across the board. For example, researcher Dr Danielle Sanderson investigated the determinants of satisfaction amongst tenants of UK offices. She found that if you can increase satisfaction by one unit on a 1 to 5 scale, you can increase total returns by +1.9%.

New skills and training

For many businesses this will require a change of perspective, but ultimately that’s driven by introducing different skillsets at a top level, and training to make sure that those values are then reflected through the different customer touch points in the business.

A contributor noted that it’s essential for teams as well as leadership to be inspired to this new way of thinking. She said that staff need to be taken on the same journey as leaders through appropriate training and mentoring. It was felt that if teams are not involved in that transformative process towards customer experience, then they will naturally pivot back to what they know.

It was highlighted that traditionally, the recruitment process into the property industry has focused on chartered surveyors, but those qualifications and courses don’t cover customer service or customer experience. They are transactional. Unless those individuals are naturally inclined to service, they won’t have the necessary skills to address customer experience. They must be generated, taught and trained.

With that in mind, we are now seeing more and more jobs available for a Head of Customer Experience, and training providers are catching on. For example, UCL has launched a short course titled CX in Real Estate – Future Leaders Programme.

One contributor, whose company is in property investment, said that they have moved from a one size fits all approach to a one size fits one experience approach. They have pivoted the business so that everything is consumer centric. Where a landlord might have traditionally only had contact with a tenant when a three-year tenancy agreement came up for renewal, there’s now a property management layer that’s about knowing the customer and ensuring they want to stay. The question they ask themselves is ‘how can we be Ritz Carlton for living, office space and logistics?’ The Ritz Carlton has its own centre of excellence, so they are creating a similar capacity in-house to ensure staff training.

The gap in strategic capabilities

In addition to training, there’s the question of what a more experience focused approach to the property industry looks like and what businesses need to factor into their budgets and capabilities to make that happen.

Pastries and ice creams

One contributor works with a landlord who had worried: ‘We can’t supply enough milk to our office building!’ It’s a new issue for landlords, but as they are now providing tea and coffee making facilities, the logistics around milk and how much they needed becomes something to think about. The same landlord had questions about their Danish pastries – were they too big? Should they be providing them at all?

Whether it’s pastries or luxury toiletries, in many ways such an issue seems trivial, but when it’s done to scale it is both a budgetary and logistics consideration, the likes of which hoteliers and brand consultants have been thinking about for decades. There’s a need to decide what’s required, when, how much, how it’s being delivered, how waste and cleaning are to be managed. It’s also about measuring the impact of these small details on the customer experience so you know what to change, increase or decrease.

Historically, no budget would have been put aside for these experiential factors, even if the thought had been there to implement them. Now, the property industry needs to incorporate them into its thinking. The service charge system in the UK has meant that’s where the budget is set. Most properties have a budget line for letting but they don’t have a line item for customer retention.

One contributor remembered suggesting to the owner of an office building that they give ice creams to all the occupants if the air conditioning system went down. The response was ‘we don’t have the budget’. Today, new operators are coming into the market, and they are more attuned to a service-based way of thinking. In short, the pastries and ice creams are accounted for.

Marketing and measuring satisfaction

Even how we ‘purchase’ space is changing. Increasingly, online portals are playing a role in how we search the market for property. Outside property you can purchase in one or two clicks, but can’t with property – is that part of the future? At the moment, pricing isn’t dynamic either, but is that going to change? If we’re renting offices by the day, will we see surge pricing? Will there also be more TripAdvisor style review platforms for property?

What do each of these things mean for skillsets required within the property industry? What partnerships would create a competitive advantage?

The conversation raised several interesting avenues for exploration as well as exciting prospects for the future of the property industry. Key trends were identified including:

  • The rise of property management
  • The tenant as the customer
  • Space as a service

All of these warrant further exploration within themselves.

The speed of change in customer expectation is dramatic and the way in which customers are feeling and behaving when it comes to commercial property is entirely different to a few years ago. Is there enough industry awareness of that change, or is it just the enlightened few who are making a difference?

Howard concluded that as a mentor within the property industry, he often asks those who have newly completed their professional training, ‘have you thought about your tenants as customers?’ To date, no one has responded in the affirmative. It’s a skills gap and a huge opportunity – it’s just a question of harnessing it.

 

REALSERVICE are delighted to congratulate our senior consultant and adviser Dr Danielle Sanderson on her promotion to Associate Professor at UCL’s Bartlett School of Planning.

It was when researching her PhD that Dr Sanderson proved the link between occupier satisfaction and property performance. Her thesis demonstrated that if landlords could raise customer satisfaction levels by one point on a five-point scale they could enjoy an additional 1.9 per cent in total returns.

Her PhD research used anonymised data gathered from RealService studies and confidential financial results provided by property companies keen to establish whether the link between customer experience and improved financial returns could be established.

Dr Sanderson then began a lecturing post at UCL but retained her links with RealService where she is our first port of call for advice on statistics and analysis. She is also a key contributor to the Customer Experience in Real Estate – Future Leaders Programme, which is run by Experience Makers and the Bartlett Real Estate Institute.

Howard Morgan, the founder and managing director of RealService, is also course co-director of the Future Leaders Programme.

“I am delighted for Danielle. RealService helped fund her doctoral thesis and she has continued her investigations into the return on investment in customer experience by landlords and property managers.

This is a topic very close to our hearts and it’s an honour to have played a part in her journey towards this prestigious promotion.”

For more information about Danielle’s role and research at the Bartlett School of Planning please see here.

For information on the Customer Experience in Real Estate – Future Leaders Programme, please contact Danielle@Experiencemakers.com.

By Sophie Hazeu

A WHILE ago I conducted a post-occupancy study with a number of managing directors.

I was exploring their reasons for choosing the prime real estate into which they had recently moved and the majority of respondents, bar a few who mentioned bike racks and lockers, stated location, rent, rates and square footage as their top priorities when acquiring that particular property in central London.

Sophie Hazeu

Sustainability was on the list but not the top five. No surprise there then.

However, research RealService has carried out recently suggests that seems to be changing and the Road to Cop26 – the UN Climate Change Conference, which Glasgow is hosting in November – is being paved by property companies who are full of good intentions.

That is great, but alongside those who are champing at the bit to refurbish their stock with green credentials are those who feel these costly changes are unfair and unfeasible. Nick Leslau, Chairman of Prestbury Investments, highlighted this in his Property Week article Our Industry is being set up to fail.

‘Carbon neutrality or we will leave’

Nick may have a point, especially when it comes to retro-fitting old buildings. But there’s still an opportunity here and it’s one every property manager should take because during the aforementioned research, on how loyalty impacts on the likelihood to re-occupy, we found that despite good relationships with the landlord and high loyalty to the location/estate, some occupiers stated categorically they would leave at end of their term if their goal of carbon neutrality was not supported.

Consequently, I then began to think about how this high level of ‘Defection Risk’, despite high loyalty, could be identified and then mitigated without having to scramble to achieve the costly changes Nick identified.

We already know that the impact of Covid has produced rapid change in the property market, mainly bringing in hybrid working plans far earlier than previously anticipated. An immediate desire to restructure offices into ‘collaborative spaces’ over desk-based business is, and will continue to be, a huge disrupter for property owners.

A further challenge on the horizon is the increase in weight given to the sustainability of a building as being a prime factor in leasing real estate. This factor is being set out by customers as a clear benchmark – which needs delivering and appears non-negotiable. For some, it’s overtaking the traditional drivers of rent, rate, square footage and service charge.

Create a ‘sustainability champion’

So, it seems property managers have a choice.

They can do nothing and run the risk of losing occupiers for whom carbon neutrality is an important aim.

Or, they can capitalise on this new driver (along with a more flexible lease offering in the short term), by developing sustainable buildings which, in the long run, may enable a higher rate to be demanded.

This is the time to take the sustainability advocate out of the corner, raise their status and create a ‘sustainability champion’ who has a voice.

This champion has a hugely important role in understanding customer perception, and setting their expectations.  This person needs to be able to multi-task.

  • Environmental reports need to be delivered to customers on time (most take six months to deliver an electricity invoice)
  • Reports must be customer-friendly, usable for investors and appropriate for delivering board-level results
  • They must be a trend spotter; what are the latest customer ‘must haves’?
  • They must be able to engage with customers and learn from them whilst managing a realistic sustainability plan. This last point is vital.

So, if the sustainability champion is the means of mitigating ‘Defection Risk’, how can this risk level be identified in the first place?

Defection risk matrix

Working for a major global client, we carried out a number of in-depth interviews and assessed the responses in a Defection Risk Matrix.

This matrix evaluates how effectively ‘loyalty creators’ – like demonstrating empathy and engendering trust  – are being delivered.

We then looked at the ‘loyalty indicators’, to establish whether the customer’s commitment to the landlord, or the property, was strong enough for them to re-occupy against all other factors, such as achieving carbon neutrality in 2030.

Essentially, we were determining whether the customer’s loyalty was enough to mitigate against all the reasons they may wish to leave.

The results enabled the client to identify priority customers where loyalty needed to be enhanced, and therefore the risk mitigated. And, this is where the sustainability champion also comes in; to partner with each customer on their intentions and needs.

We can help you spot customers who would be on your Defection Risk High list. But you can start supporting those for whom sustainability is a key issue right away.

Create the sustainability champion, make sustainability a deliverable goal and keep your loyal customers loyal to you.

If you would like more information on how we can assess your customers’ loyalty, please contact us at info@real-service.co.uk.

WE are very proud to present our latest innovation; ladies and gentlemen, clients and friends (cue fanfare), this is the brand new RealService Dashboard.

Created over the last 12 months from a RealService brief by Jon Saville, of our tech partners at Walnut Innovation Limited, and our own data supremo Lasha Gegidze, this live reporting tool will make it possible for our clients to analyse their data in real time and in more segments than a chocolate orange.

“It’s a brilliant, new versatile tool which will bring up-to-date statistics and customer insight to our clients,” said RealService director and chief operating officer Louise Freethy.

It’s especially useful for clients with diverse portfolios who might want to monitor trends by country, or by sector and it provides both the macro and the micro view. Want to know your NPS score over the last five years? It’s all there. Want to know what a specific occupier said in response to a specific question in a specific building in Poland? That insight is there too, in Polish and English, at the click of a button.

Lasha Gegidze … RealService data supremo

Daily refresher dynamic

“It has a daily refresher dynamic, it looks modern and enticing and the information is easily navigable,” said Lasha. “Clients can add new pages so it’s bespoke to them and the data is sliceable and diceable in every way.”

While RealService was the driving force behind the brief, it was Jon Saville at Walnut who had the technical know-how to make it happen.

Based near Peterborough, Walnut have worked with RealService for around 10 years.

It started with our Quest system, the cloud-based client portal which securely stores the transcripts from the thousands of interviews RealService conduct every year.

Jon Saville … dashboard designer

“We were given the opportunity to redevelop the Quest system, which was a substantial piece of work – in fact, it took two years,” said Jon.

Focused on the needs of clients

“This dashboard is similar and it has been an interesting journey. RealService are completely focused on the needs of their clients and they want to deliver the best service. It’s our job to give them that support.”

Jon sees the dashboard as a real value-add.

“It is completely integrated into the Quest platform so any data put into Quest is reflected on the dashboard.

“The other advantage is that all you need is a web browser or mobile phone in order to see it. It has been designed so there is the least amount of ‘friction’ between the data and the user.

See at a glance and track trends

“The immediacy in the way the information is presented means you can see at a glance what it’s trying to say and track the trends. It’s pretty much piped into your eyeballs!”

If you are thinking of conducting Voice of Customer research and would like to hear more about the dashboard and our other services, please contact Louise Freethy, our chief operating officer, at the email address below.

Louise Freethy can be contacted at: Louise.freethy@real-service.co.uk.

Walnut Innovation can be contacted via www.walnutinnovation.co.uk.

Welcome to our series of CX Conversations.

If you are a property company unconvinced as to the value of customer experience, please listen to our series of interviews with key figures from different sectors. We’ll be posting over the coming weeks and our interviewees include:

  • THE CUSTOMER. The head of real estate for PwC speaks stridently about the levels of service and engagement he expects as a major customer and he offers up a future of the office as ‘business theatre’.
  • THE ASSET MANAGER. The head of sustainability, Europe, for a global REIT talks about the importance of retention and reputation as key drivers for revenue.
  • THE LANDLORD. The director of occupier & property services for a major UK landlord explains the value of communicating with customers and how building relationships will serve them well in what are likely to be tough times following the pandemic.
Chris Richmond

1. The customer

This first interview is with Chris Richmond, senior head of real estate for PwC.

We asked him about the services he expects as an occupier, the role of managing agents and their preparedness for post-pandemic office life. Oh, and we also touched on the future of the office itself.

Next time, Kaj Bakker, head of sustainability (Europe) at Cromwell Property Group, will talk about being the middle-man, the asset manager serving two masters – occupiers and investors. It’s understanding occupiers, he says, which will drive retention, reputation and revenue.

RealService, Founder & MD, Howard Morgan will chair a webinar in the British Property Federation’s ‘MyBPF – Digital Series’ on 29th March. He’ll be exploring the customer experience skills gap and how we can ensure our industry has the right skills for the future. Full details and sign up here

https://bpf.org.uk/events/property-s-got-talent-new-skills-required-for-a-post-pandemic-world/

Nurturing a diverse and skilled workforce is a key element of the BPF Redefining Real Estate long-term agenda for change.

Pre-pandemic research by RealService for British Council for Offices (BCO) identified that “the disruptive forces reshaping the way we work call for an equally disruptive response in the way we serve our customers” and that “there is a wide and increasing skills gap in both the quality and quantity of talent able to deliver the customer experience expected by occupiers” The Coronavirus Pandemic has widened the gap and called into question how we educate and recruit in the property industry.

This webinar will explore “What is the mindset and what are the skills that the property industry needs to nurture for the post pandemic world?”

Speakers include

Prof Yolande Barnes
Chair
Bartlett Real Estate Institute

James Ainsworth
Head of Estate Management
PwC UK

Lynne Keenan
Executive Director, Head of Scotland
MAPP

Harriet Jones
Producer
Experience Makers

 

RealService, founder & MD, Howard Morgan, has been appointed joint course director for the new CX in Real Estate – Future Leaders Programme launched by Experience Makers and the Bartlett Real Estate Institute .

Experience Makers is the real estate industry champion for customer experience professional training and research. The Bartlett Real Estate Institute (BREI) is part of University College London’s world-class faculty and the focal point for all built-environment professionals to re-think real estate.

The CX in Real Estate – Future Leaders Programme is the first short course of its kind to combine academic research with industry insight to provide a vital understanding of customer experience strategy in property, and the skills to implement it.

This exciting initiative is the culmination of research and consultation carried out by Experience Makers and partners that highlights an alarming gap between current training and the skills required for a fast evolving and increasingly service-driven industry.

The impact of coronavirus has plainly revealed the property industry’s reliance on its customers. The call for new and improved knowledge on how to create attractive and healthy places that respond to customer need has only increased.

Fellow course director Prof. Yolande Barnes, chair of the Bartlett Real Estate Institute, said: “This new short course is an exciting next step in our journey to explore the richness and diversity of the value that real estate generates.

 “The programme sets out to open minds to new ways of thinking about real estate in the Covid-19 era and will equip students with practical tools to put this into action. Our ambition is to foster a new generation of professionals who see real estate not as a commodity, but as means to deliver an outstanding experience to customers.”

The CX in Real Estate – Future Leaders Programme is aimed at ambitious individuals working in all areas of property and its related fields, who recognise that real estate has evolved and who see themselves leading CX programmes at asset, team or business level.

Initially delivered online via eight units over six weeks, the intensive short course provides participants with a rewarding learning experience, equips them with practical tools to take back to their business and offers the chance to be part of a new alumni of property professionals with a customer mindset.

The CX in Real Estate – Future Leaders Programme is supported by Experience Makers members and developed in consultation with an Advisory Group of leading organisations passionate about pushing the industry forward.

These include The Crown Estate, Get Living, MAPP, Savills and Transport for London. Their involvement ensures that the programme is rooted in real-world aims, actions and successes.

Howard Morgan, said: “RealService was founded 20 years ago with the ambition to transform our industry’s approach to customer relationships. RealService is a proud supporter of Experience Makers with it’s mission to champion education and research in customer experience in real estate. I am thrilled to be collaborating with Professor Yolande Barnes and UCL Bartlett, an academic partner that shares our ambition to rethink real estate.

 “I believe that this programme is an international first and am excited to welcome participants from the UK, Europe and the rest of the world.

 

Following the success of the first programmes held in June and November the next programme will start in May 2022. Registration will open shortly.

 


 

 

About BREI (+ UCL press office number +44 (0)7747 565 056)

 

The Bartlett Real Estate Institute is a new global institute that is rethinking the traditional view of real estate. We offer MSc programmes, short courses and research opportunities that critically evaluate real estate within its wider societal, economic and environmental context.

 

About Experience Makers www.experiencemakers.com

 

Experience Makers are the real estate industry champions for customer experience professional education and research supported by a network of leading organisations and trailblazing individuals committed to pushing the industry forward.

 

02/08/2021 updated 18 January 2022

By Sue Flatto

We can all see that the pandemic has accelerated some important working trends. There has been an increase in flexibility in terms of where and when people work. Automation of jobs has been pushed forward on the agenda with technology enabled working catapulted into our lives, and the horizon for robots replacing repetitive tasks and use of AI moving even closer.

At RealService, we have been talking with occupiers and observed that, although people who have been forced to work from home (WFH) by the pandemic have found that technology has enabled them to do that successfully, what is missing is the sociability and serendipity of the office. Companies are grappling with rethinking what the office is for. The working models based around most people spending most of their time office based has been shattered and forward thinking employers are going back to the drawing board and building a new model.

Whilst we are still in the midst of the pandemic, it is easy to look at the empty office space and conclude that people want to stay at home to work, and some studies, such as Leesman, show that people think they are more productive and are happy working from home. However, Professor Lynda Gratton, of London Business School points out that there are gaps that employers need to recognise and factor in.  The office also provides opportunity for socialising, networking and creativity. These things are very difficult to do remotely. Bruce Daisley, author of The Joy of Work, and Eat, Sleep, Work, Repeat, agrees that there are gaps that need to be filled when people are all at home, only meeting on Zoom. Those random, chance conversations after face to face meetings and informal brainstorms are valuable to organisations. As this plays out, companies are likely to find that they are missing these vital aspects of working life.

Research done during the Covid crisis says that, not only have people enjoyed working from home but, without the daily commute, they have been able to spend more time with their families and more time working. However, Lynda Gratton suggests that this has come at a price. Some feel isolated and unconnected and many are missing out on chance conversations and random meetings and connections which spawn creativity. It is essential to take on board that employees have their own, individual, experience of WFH and to understand what they are. No two WFH experiences are the same and so no single answer will suit everyone.

Bruce Daisley believes that the ‘Hotelification’ of office space will become the norm with companies forming team hubs that meet in the workspace together at pre agreed times. One thing we can all agree on is that to entice people back, the experience of being in the office needs to be better than being at home.

Another point that needs to be taken into account is ‘Zoom fatigue’. There is a limit to how much the brain can absorb, using this medium. We all need a social break now and again and some human interaction.

So how will businesses move forward?

One pointer for the future comes from  Kevin Ellis, Chairman, PWC who on 20th October 2020 is quoted as saying

“From the messages I get from our people I know that many really value having the option to use an office, whether for a personal or business need. In the longer term it will be important to continue to ensure offices offer people something more than they can get at home, whether it’s working together, innovating or learning. I am sure I’m not alone in wanting this to be the case.”

But not all employers see things the same way and it’s our view that office life will not go back to where it was before the pandemic. Some organisations are already designating employees and long term homeworkers and this trend is likely to continue. Perhaps the term ‘office’ will become obsolete, in favour of ‘workplace’. Businesses will need to re draw what work looks like, and what and where the workplace is. They will need to identify aspects of job roles that can be done at home, and others that would benefit from having people together, at least some of the time. They will need to gather insight into how their employees are responding to the new world.

So as we go through this pandemic, and come out of it, as we surely will, and as future of work emerges, we need to remember that we are inherently social beings and business need to harness the value of social interaction in a way that gives us the best of both worlds. In all of this, one thing is still true – customer and employee experience is everything.

Does your organisation have the skills and insight it needs to navigate its way through this new world?

RealService, like many other businesses has had to pivot our services to meet the needs of our clients during the pandemic, and we have been helping them keep even closer to their end customers.  For landlords, developers and managing agents, this means gaining more insight into the behaviours and emotional needs of employees and finding a way to be part of the solution not the problem.

If you’d like to discuss how you can think differently about the future of your office portfolio, contact:

 

Sue Flatto

Director

RealService

 

+44 203 393 9603

 

 

 

 

 

 

 

There’s a joke about outrunning a bear that Benedict Cumberbatch (as Alan Turing) tells in “The Imitation Game”:

There are two people in a wood, and they run into a bear. The first person gets down on his knees to pray; the second person starts lacing up his boots. The first person asks the second person, “My dear friend, what are you doing? You can’t outrun a bear.” To which the second person responds, “I don’t have to. I only have to outrun you.”

In the first blog in this series I looked at the ‘Stages of Change’ model and our reaction to change, which our body perceives as a threat.

This blog looks at whether, faced with the Covid-19 crisis, it’s better for the property industry to pray or lace up its boots!

From bricks and mortar to hospitality

It’s more than 25 years since I returned from the USA with a vision for our industry founded on the principle that we are “no longer in bricks and mortar business but part of the hospitality industry”. An industry inspired by the best hotels, seeing our tenants as guests rather than an anonymous income stream. It’s seems common sense now but it was close to heresy back then!

Some in our industry saw this idea as a ‘scary bear’, and prayed it would go away. Fortunately, others ‘laced up their boots’ and they’ve become our clients and friends.

Last week Property Week launched a campaign to “Save the Office!” encouraging the industry to lead from the front on the return to the office. Of course, it’s sensible to ‘underline why workplaces are so important and showcase best practice so employers can help their people return to the office confident that the appropriate Covid-19 safeguards are in place’. But I can’t help feeling that if this campaign is to be successful it needs to look beyond saving “bricks and mortar” and at “saving our customers”. Let me explain.

Offices will be saved not because developers like to build them, investors to own them and corporate leaders to enjoy their corner offices, but because people choose to work in them. Employees of the past had no choice where they worked but that’s different now. Covid-19 has broken the dam and given employees the taste for a different workstyle. The rows of empty desks in our cities and business parks are the strongest reminder that it’s employees who are our ultimate customer.

The latest data from Leesman doesn’t give much comfort to the “pray’ers”. 82% of 127,000 employees surveyed agreed with the statement that “my home environment enables me to work productively”. That is 19% points higher than the 63% of employees who say they have a productive workplace.

Insight

At RealService, we believe that the future of the office industry lies in getting in-depth insights into what motivates both the 82% “productive at home’rs”, and the 18% who looking for a different solution.

But if only it were that simple! There are a lot more than two types of customer, and the task of creating a new vision for the future workplace requires a granular understanding of the needs of the close to the 30 million people who form the UK working population. You can then scale that up to include the 1.25 billion knowledge workers across the world (source: Forrester).

We can learn lessons from the hospitality industry (itself decimated by Covid-19) where the focus is on asking “what is the experience that our customers want?”. For the property industry, this means applying the tools and techniques of service design to our existing assets and future developments. The starting point for our asset management or development plans should be “who is our customer and what are there practical and emotional needs?” and not “how much space can we get on the site”.

Likewise, our customer retention strategies need to step out of the world of spreadsheets and into the world of loyalty and brand building.

At RealService we believe that the successful development, asset and property management strategies of the future will be shaped by standing in the customer’s shoes. It’s only by truly aligning ourselves with the ultimate customer, that we’ll be able to outrun the Covid-19 bear.

So, we’re campaigning to “Save our Customers” and their businesses, and hope you’ll join us!

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Howard Morgan is the founder and MD of RealService

If you’d like to understand ways that RealService customer research, consulting and training is helping our clients to get ahead in the Covid-19 era please contact

Howard Morgan howard.morgan@real-service.co.uk

 

www.real-service.co.uk