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WELCOME to the third of our interviews in our CX Conversations series. Here, David O’Sullivan, director of occupier and property services at Great Portland Estates, emphasises the importance of gathering regular, independent feedback from customers.

David O’Sullivan

He talks about how ‘over-communicating’ during the pandemic has improved the relationship between landlord and occupiers and emphasises the ‘people-focused’ nature of the business.

Oh, and don’t do what the banks do. Definitely don’t do what the banks do.

A Zoom focus group facilitated by RealService as part of the UK Apartment Association’s ‘Build to Rent Festival’ proved that valuable, qualitative feedback can be obtained in a cost-effective, but powerful way.

RealService founder and managing director Howard Morgan brought together a group of five BTR residents, with experience of renting in UK, USA, Europe and Asia, to share a wealth of insight during a well-attended 45 minutes on-line session.

He said: “We would have loved to have been together in one room but the Zoom technology worked a treat and the format could easily be adapted into other residential, industrial and office real estate settings.”

Surprise extras

The participants were given flash cards on which they could provide simple answers or ratings before going on to explain their thoughts in more depth.

Morgan said: “We were able to touch on all the core issues around communication, responsiveness, value for money and potential areas of improvement, but we also got some surprise extras, which you generally would not get from individual online questionnaires.

“Having the group interacting together also meant we were able to reach a consensus on some issues, instead of having five separate opinions.

“For example, the four participants in favour of having an app or portal to log repairs or register deliveries were able to put their case to the one who thought apps cold and impersonal. Hearing the argument from your peers is much more powerful than hearing it from your landlord.

“There was an insightful discussion around what they each wanted from the relationship with their landlord, the amenities they valued and the importance of feeling part of a community, be it within the apartment complex or outside it.

“They also came up with several simple but useful ideas, for example having a one-stop BTR listings website or having a garage-sale service for those moving in or out.

“All in all, it’s a really cost-effective way to get great feedback, which make great use of the power of Zoom”

Challenge perceptions

Sylvana Young, design partner at The Young Group, said the session had produced “genuinely useful feedback that both supported and challenged operators’ perceptions”.

She added: “The panel was real, balanced and informed with a good mix of experience, backgrounds and covered multiple locations.

“There is huge value in understanding what is important to customers. We carry out qualitative and quantitative research ahead of launching a scheme and we monitor customer service through the  living journey. But this facilitated something different as the panellists were able to share and discuss their views to a wide audience in real time.”

Harriet Jones, the producer of online community Experience Makers, co-facilitated the session. She said: “It was really refreshing to be involved in an event which heard directly from residents.

“It seems a really simple but effective way of involving your customers and it was great to receive feedback from the particiopants who enjoyed the chance to share their experiences”

Dynamic experience

Dave Butler, chief executive of UKAA said: “As an organisation, we have been trying to do some online research and was pleasantly surprised how well the session went. The model has great potential.

“The best thing is that is it good to talk to customers live. A survey will get you individual views but that dynamic of having people together gets you views that you can share across the sector. It feels like a much more interactive experience.

“You do have to get the curation right, the mechanics right and there’s a skill in that. You want to keep the conversation interesting, and flowing. A rotated group repeated regularly would give great results.

“RealService has the expertise and innovative skills to maximise these opportunities.”

Ready to focus?

If you would like RealService to run an online feedback focus group with your customers, please contact Howard Morgan (howard.morgan@real-service.co.uk). We can:

  • Identify your needs
  • Contact and recruit suitable participants
  • Devise the discussion guide
  • Facilitate the focus group
  • Draw actionable insight from the discussion

 

About us

RealService is a customer experience consultancy helping our clients create great places to live, work, shop and relax. See more at www.real-service.com.

Experience Makers is a champion for customer experience research and education in real estate. Join the network at www.experiencemakers.com