Multifamily Florida - Fall 2015 - (Page 30)

CHECkING CUsTOMER sATIsFACTION: RaRe oR Well Done? BY LEAh BREwER I 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 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 /

Multifamily Florida - Fall 2015