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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, 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.

 

Information about the course is available here:

https://www.ucl.ac.uk/bartlett/real-estate/study/short-courses/cx-real-estate-future-leaders-programme-short-course

Course start date: Tuesday, May 20 2021

 


 

 

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.

 

28/01/2021

IT’S the ski season, or it would be in normal circumstances.

But is your business enjoying a view from the top of the mountain, or in danger of sliding down the icy slopes?

Even in the property industry your customers are your most important assets; treating them well will help with your retention, your reputation and, vitally, your revenue.

So, how well do you know your customers?

Take our fun quiz and let’s see how you’d go on the customer-experience slopes. Are you ready for the black runs? Or stuck in ski school?

 

YES!

5pts

Hmm

3pts

NO!

0pts

Your website and published documents refer to ‘customers’, not ‘tenants’
Your staff refer to your customers as ‘customers’ not ‘tenants’
Your mission statement refers to your customers
You have a senior manager with a customer experience remit
Staff training includes sessions in customer experience
You know what your customers think of you
You regularly survey your customers internally
You regularly have an independent body survey your customers
TOTAL

 

35-40 points

You’re sitting back in the ski lodge, sipping a vin rouge enjoying the view. The Ski Sunday music is playing in the background. Well done! You are very aware of the importance of your customers, they have told you what they need and you are making every effort to meet their expectations. However, you also know that there are icy patches on the run home so you might need our expertise to keep you ahead of the game.

Contact us and we can help you devise a CX strategy which will enable you to make customer experience your point of difference.

 

20-35 points

You’ve mastered the snow-plough and the beginners’ slopes but you have loftier ambitions. You are aware that you need to get closer to your customers but you’re not quite ready to point your skis downhill and go for it. You need a good instructor to get you past the basics.

We can help you move onto the red and black runs with Voice of Customer research and training programmes for your staff. You can trust us to get you down the mountain safely.

 

0-20 points

Oops, you’re in danger of losing your bindings or heading off-piste! You need to get onto the beginners’ slopes as soon as you can and we can help you with our CX starter pack. We can carry out a baseline study of your customers so you know immediately what you are doing well and where you need to improve. This is really vital knowledge, especially in these challenging times.

We are the equivalent of the fabulous ski instructor who made your trip something special. Call us.