Multifamily Florida - Fall 2015 - (Page 30)
CHECkING CUsTOMER sATIsFACTION:
RaRe oR Well Done?
BY LEAh BREwER
eat my steak rare. Actually, I order my
steak medium; it is just rare that I eat
steak. Yet the mouth-watering photos in
the menu at the steakhouse showing meltin-your-mouth beef persuaded me to order
the filet mignon, imagining my experience
would meet my expectations.
Instead, I remembered why it is so rare
I eat steak: I know my experience will not
match my expectations.
The steak was good. Not great. Just good.
Perhaps it was my fault expecting awesome
greatness, believing my heightened expectations would actually be satisfied. So when the
manager came by our table as is customary
30 l MULTiFAMiLYFLoRidA l www.faahq.org
in many restaurants, asking the standard
"Everything OK tonight folks?" he got what
he expected to get: a weak nod of acceptance
from a patron with a mouthful of food. Yet
his customer was unsatisfied. His system of
checking customer satisfaction failed.
He failed to get good information. He
does not know I expected great and only
received good. He does not know I will not
return. He does not know I will not refer this
steak house. He is happy in his belief that
"Everything is OK."
Successful marketing of our apartments
attracts prospects, and then great sales skills
turn prospects into residents. These new
residents expect the level of service we touted
in our advertising and boasted in our sales
presentations. The photos and verbiage in
OUR menu - our brochure - defines our
customer's level of expectation.
Do we have a system in place to check our
customers' satisfaction, or have we failed to
discover that our residents expected great,
and received good? We often discover we
have lost their patronage and their referrals
only upon receiving their move-out notice,
which is too late. We were happy in our belief
that "Everything is OK."
I am a typical consumer. Unless extremely
dissatisfied, I simply accept my unfulfilled
Table of Contents for the Digital Edition of Multifamily Florida - Fall 2015
President’s Message: Rewarding Reflections
FAA Update: What’s Your Brand?
Target Your Market
Lease It Like a Lease-Up
Hyperlocal Mobile Marketing
Legislative Update: Fair Housing, Fire Safety, and Veteran Homeless Ness
Become an Extra Ordinary Salesperson by Being Relevant
Checking Customer Satisfaction: Rare or Well Done?
Building Community: The Marketability of Community
Giving Back: AAGO Foundation Hosts Foster Youth at Job Shadow Day
Community Spotlight: Solaire at Coconut Creek
Apartments by the Numbers
Index to Advertisers / Adv.com
Multifamily Florida - Fall 2015