Customer Service

Introductions

• Your name

• Position

• Community

• What you hope to accomplish and take away from this class

• Name one word that comes to mind when you hear the words “customer service”

What we are going to learn…

• Definition of Customer Service• How to provide exceptional Customer Service to our

future and current residents• Customer Service Standards• RedPeak Empowerment Philosophy• How to prevent negative Customer Service experiences• How to resolve Customer Concerns• CEL Resident Survey Results

What does Customer Service mean to you?

Examples:

• A friendly and helpful sales person

• Receiving an immediate answer

• Knowledgeable and attentive sales people

• Making you feel valued

• Consistent experiences

Discussion: What kind of Customer are you?

1. What kind of service do you expect?

2. Do you complain if service is slow?

3. Do you ask for the Manager if you are not satisfied?

4. Do you compliment when service is good?

5. How do you feel about a store/company if service is bad/good?

Customer Service

Definition of Customer Service:

Customer Service is the ability of an organization or company to consistently give the customer what they want and need.

Exceptional Customer Service

The ability of an organization or company to

consistently exceed thecustomer’s expectations.

Leaders outside of our industry…

• Disney

• Four Seasons

• Southwest Airlines

• Nordstrom

• Starbucks

Lessons learned…

• Give the customer what they want

• Attention to detail

• Every employee IS the customer service department

• Create a fun environment and be friendly

• Team huddles are a great way to come up with new ways to provide great service to our customers

Our Customers

The two types of Customers that we will focus on are:

1. Prospective Residents2. Current Residents

The Customer’s first impression… “Top Ten”

What do we do to make a good first impression with prospective residents?

1. Associates are knowledgeable and friendly2. Use the RedPeak phone script3. Meet and Greet all customers4. Provide a comfortable and organized atmosphere5. Listen to and acknowledge our customers6. Ask open ended questions to better meet their needs7. Demonstrate clean apartment homes (models)8. Curb Appeal9. Extend an invitation to tour10. Follow up!

“Customer service is not a department, it’s an attitude.”

Where will they go?

Will our customers decide to lease if they are not satisfied with the level of service they receive when touring an apartment home?

How much confidence will they have in us if they decide to become residents?

Let’s talk Residents!

Providing great customer service to our residents will increase resident satisfaction and retention.

Did you know…

• It costs between 5 and 6 times more to attract a new customer

• A 2% increase in customer retention has the same effect on profits as cutting expenses 10%

• Happy customers tell 4 to 5 others about their positive experience while dissatisfied customers tell 9 to 10 how bad it was

• Now customers can post their concerns online for millions to see!

Let’s Talk Residents (Cont.)

Consider this…t

Facts: “Sally”, the unhappy resident in #101, chooses NOT to renew her lease, and moves out of the apartment.

• Rent is $800.00 per month (assume 1 month vacancy loss)• Advertising costs: $350.00• Cost to turn apartment: $500.00

TOTAL: $1650.00

***Since residents continue apartment residency at an average of 18 months in duration, Sally’s renewal would have had a value of nearly $14,400.00. Sally was a $9,600.00 per year customer.

Residents Expect…

• Friendly and concerned staff

• Prompt and reliable service

• Quality

• Immediate response/ follow-up

• Personal attention

• Quick resolution of problems or issues

Here’s how we may fall short…

Here are some things that we may do that make our residents upset or unsatisfied:

• Answering a question starting with a “No”

• Blaming others

• Referring to “policy”

• Arguing or getting upset with a resident

• Being defensive

Here’s how we may fall short…(continued)

• Showing no interest

• Dismissing their concern

• Discussing the community budget

• Lack of communication

• Lack of follow up

Ask yourself…

• How is my attitude?

• What is my body language saying?

• How did I prepare for my day?

• Are we working as a TEAM?

RedPeak’s Customer Service Philosophy

RedPeak’s Core Purpose: “We create distinctive living environments through our

teamwork, attention to detail and consistency making the uncommon … common.”

• Be sincere; greet everyone with a warm, genuine smile• Take pride in your grammar, demeanor and appearance• Take the time to make good judgments in your daily work• Take advantage of learning and growing opportunities• Communicate, communicate, communicate!• Look for unexpected ways to assist residents and resolve concerns immediately –

you’re empowered to “own the issue”• Build a sense of “home” for residents by creating an exceptionally clean and well-

manicured community• Build strong and professional relationships with all our stakeholders• Be consistent in all that you do• Inspect what you expect – and expect the best

ACTIVITY: How do you provide great service to your residents?

1. Divide into pairs.2. Discuss ways you provide great service to your

customers (exceed expectations).3. Write down the 5 things on the flipchart paper

provided that you do everyday to ensure our customers are satisfied.

10 minutes

Exceeding Expectations

• Make the callPackage calls, rent check calls

• Resident activities Casino night, pool party, pizza/movie night

• Weekend MaintenanceProvide maintenance services on the weekend

• Maintenance requestsGo the EXTRA mile…..

Opportunities to provide exceptional service

• The Move-in Experience

• Maintenance Requests

• Be Proactive

• Don’t use Industry Jargon

• Do the Right Thing

The RedPeak Move-In Experience

•Complete lease paperwork once the applicant is approved

•Leasing Associate will ensure that lease paperwork is completed prior to the move-in date

•Set an appointment to have the new resident pick up their keys on their move- in date

•Leasing Associate will walk and inspect the apartment home 48 hours prior to the move-in date

•Complete any necessary service requests

•Maintenance Supervisor/Leasing Associate will walk and inspect apartment home 24 hours prior to move-in

•Leasing associate will leave a Apartment Checklist Card in the new apartment home

•Verify that the keys are ready and work properly

•Leasing Associate will leave a move in gift in the apartment

•Leasing Associate will offer to personally walk the new resident to their new home and will ensure that they are completely satisfied with their new home

•Address any concerns/service requests immediately

•Community Manager places a call with in the first week to welcome the new resident home (1st step of renewal contact)

Maintenance Requests

• When taking a maintenance request, ask specific questions

• Over communicate with maintenance team

• Complete service requests within 24 hours

• Document and leave a copy of the work order in apartment

• Follow up with them to make sure request was completed to their satisfaction

More on Maintenance Requests

Response Times

– Standard/Weekday

– Standard/Weekend

– Emergency(Weekday or Weekend)

What is considered an “Emergency?”

• No hot water• Only toilet out of order• No heat• No A/C in extreme heat• Flood• Fire

*Extremely upset resident

The Proactive Approach….

Seek out issues before they become problems!

• Ask: “How is everything in your apartment home?”

• Ask: “Is there anything else we can do for you to make your experience more enjoyable?”

Avoid Industry Jargon

• Example of industry jargon

• Avoid using the word “policy”

• Don’t tell resident’s what we CAN’T do; tell them what we CAN do!

Do the Right Thing!

The Golden Rule of Customer Service:

Treat customers and residents the way you would like to be treated.

Putting Customer Service to the Test…

Providing great service can be tough!

What can make providing great customer service difficult?

Let’s talk about “problem” residents

Can you think of some “problem residents” at your property?

Why do residents get upset?

• Service was slow• Service was unsatisfactory• Lack of communication• The customer is under a lot of stress• Lack of follow up

#1 reason: Unmet expectations

Left Brain vs. Right Brain

LEFT RIGHTLogic EmotionReason Foul LanguageShort Term Memory Long Term Memory

Angry customers respond with 80% emotion and 20% logic

How can we get our customers from right to left?

RedPeak Empowerment Philosophy

Our goal at RedPeak is to create a work environment in which our team members can be empowered , productive, and contributing. You are trusted to make decisions and seek out

resolutions for your community, and for our organization.

For Our Residents

For our residents, our Customer Service Philosophy means they’ll live in a community with a responsive, stable and attentive management team who is focused on finding ways to say “yes” and who are empowered to seek the best solution. In short, we provide a notably better customer experience for their housing dollar.

Questions/ Challenges

Conflict Management Model

L.A.S.TL = Listen and Empathize

A = Apologize and ConfirmS = Solve the problem

T = Thank them (Tangible Apology)

Don’t forget…Follow up!

Listen and Empathize

Hearing vs. Listening to LearnLook at the situation through the customer’s eyes

“Tell me more about what needs to be corrected in your apartment home.”

“I can understand how that situation wouldhave made you unhappy.”

“Together we can make a fair decision about how to make this situation right.”

Apologize

• It doesn’t matter who’s at fault• The customer wants us to acknowledge the problem• An apology is NOT an admission of guilt

“We apologize for the inconvenience that this has caused you.”

“I apologize that we have disappointed you. I will work with you to make this situation right.”

“I am sorry this situation has upset you, let me personally take care of this for you.”

Confirm

• Clarify that you understand what the real problem or concern is

• Confirm that you understand the situation and customer’s perspective

“Based on what you have told me, your greatest concern is the condition of the carpet. Is that

correct?”

Solve the problem

• Propose solutions that are customized to match the customer’s concerns.

• The problem is fixed when the customer perceives it to be fixed.

“I will contact our Service Department and arrange for a member of our service team to fix the

problems in your apartment today.”

Thank them!

Thank the customer for bringing the situation to your attention.“Thank you and we appreciate you bringing this matter to our attention.”

Sometimes a tangible apology is necessary

• A gesture of our commitment • A gesture that says “We want to make this right.”

“We appreciate your residency, how can we make this up to you?”

“We apologize for the inconvenience this has caused you and we would like to send you and your family to dinner on us.”

Follow Up!

• Follow up within 24 hours to ensure that everything was taken care of

• Community Managers should also call or visit the Resident

• You will lose your credibility if you do not follow through

Tips

Preparing for the conversation will make it easier to understand the problem and resolve it.

• Immediately acknowledge the Resident • Move to a private area (back office)• Focus-maintain eye contact• Use conflict management model (L.A.S.T.)• Have a pen and paper ready• FOLLOW UP

Review

L.A.S.TL = Listen and Empathize

A = Apologize and ConfirmS = Solve the problem

T = Thank them (Tangible Apology)

Don’t forget…Follow up!

Role Play Exercise

• Divide into pairs• Each participant will receive a role play exercise (with a

challenging situation)• Each participant will have the opportunity to play the

role of the Associate and the role of the “angry” Customer (switch roles)

• Practice using the L.A.S.T model for resolving customer concerns

• Provide constructive feedback

Debrief Role Play Exercise

• How many of you used the LAST model?

• Did you Listen, Apologize, Solve and Thank the customer?

• Was the experience handled to the customer’s satisfaction?

Customer Service Tips

Positive First Impressions Exceed customer expectations Ask questions to seek out potential problems Show your customers you appreciate them Don’t use industry jargon or refer to “community policy” Do the right thing: treat customers like you would want to be

treated Conflict management model (Difficult/angry customers)

“Customer Service is a process, not a specific set of actions.”

2011-2012 Best Practice

Overall Resident Satisfaction

Shout Out to our Maintenance Teams!

The highest scoring section of the Resident Survey was Quality of Maintenance with an outstanding

score of 91.2%.

2nd year in a row, way to go Maintenance Teams!

Review

• Definition of Customer Service• How to provide exceptional Customer Service to our

future and current residents• Customer Service Standards• RedPeak Empowerment Philosophy• How to prevent negative Customer Service experiences• How to resolve Customer Concerns• CEL Resident Survey Results

Final Thought

RedPeak Properties is committed to providing a notably higher level of service that you just can’t find

in the apartment business. It’s why our tagline is “Making the uncommon…common.”