Never been their customer. Typically, their Euro cut doesn’t work on my Lilliputian physique. However, while in Tampa last week, I was lured in to one of their retail stores. And emerged two hours later – a customer.
It wasn’t the product that grabbed me. Clothes are clothes. It was the way I was greeted while window shopping. The greeter, a 6′ 3" salesperson, said the right thing. I entered and for two hours he waited on every whim, every fancy, every need. His name is Anthony Walker. I won’t forget him. And despite the Diesel stores here on the west coast, he’s the guy I plan on calling for my next purchase.
Customer service. Diesel doesn’t try to spin it. They don’t tell me how they go the extra mile for me. They don’t pretend to be the changing face of fashion. They don’t beat their chest. They don’t need to.
Real estate relies on bones of clichéd slogans that hold no meat. Few companies in the industry have any organized commitment to over the top customer service.
Take the simple survey below. Learn if you’ve made a point to differentiate your company with something real:
We have a defined customer service promise in writing. Yes No
Every agent in our company is held accountable for upholding this promise. Yes No
Our service promise is published on our website and all of our collateral. Yes No
Our promise is backed by a guarantee. Yes No
Our customers are made aware of this promise and guarantee. Yes No
We solicit feedback from clients after a transaction to determine if we’re upholding our promise. Yes No
We post all feedback publicly on our website. Yes No
Our agents receive recognition or compensation for positive feedback responses. Yes No
All customers have direct access to our CEO. Yes No
We hold periodic consumer focus groups. Yes No
We make business decisions based on consumer feedback. Yes No
Here’s how you grade this:
If your "No’s" outnumber your "Yes’s" score – deem that unacceptable. Would you cut a check to someone for what today’s typical commission amounts to if you weren’t assured of a certain level of service?
My purpose is to suggest ways to shore up your value. If clients think they are getting something more than paper shuffling, a tour guide and shoulder to lean on, they will gladly pay for it.
– Davison
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Great post! I'd go one step furthur. For every "no" answer, imagine sitting down with a client and explaining why not. If you aren't comfortable explaining your policy, maybe it's the wrong policy?
Take focus groups, for example. If you feel that they don't apply and that customers would agree with your reasons, fine. Not all of the items listed apply, but many do, particularly "All customers have direct access to our CEO."
What self-respecting owner, broker, or office manager would be comfortable sitting down with clients and explaining why barriers have been created between him/her and those clients? Brokers would love a world where clients were loyal to the office rather than the agent. Accountability is one way to differentiate by office.
Great comments Frank.
Loyalty is an interesting thing isn't it.
Who owns who is even more interesting.
Why real estate even thinks in terms of owning anyone burns a hole in my brain. While agents and brokers fight over ownership, the freed consumer slips through every single crack in the customer service wall.