Real Estate Topics Forum :: View topic - CoachingClues: Are You a Customer Experience Expert (CEESM)?

RealClues · Guest

The clich*s in the business suggest that real estate is about
"location, location, location." Agents should use "image marketing" to
promote their services. Your primary focus should be lead generation
and lead conversion. Companies should be "agent-centric." If you're
hanging on to any of these outdated approaches, the time to dump them
is now.

Companies like Nordstrom and Starbuck's epitomize outstanding
customer service. Bernd Schmitt's new book, Customer Experience
Management, proposes that these two companies are doing more than
just providing excellent customer service. What differentiates
Nordstrom and Starbuck's is the customer's complete experience from
the initial point of contact to well beyond the close of the sale. For
example, at Nordstrom, beautiful piano music greets you the moment you
walk through the door. At Starbuck's, the atmosphere is warm and
inviting. It's the ideal spot to do business. You can send email, surf
the web, or just sink into the comfortable seats and enjoy your
favorite brew. Contrast these experiences with shopping at a discount
warehouse or grabbing a cup of coffee from a convenience store. The
discount warehouse and convenience store provide utility, but little
in the way of service.

Schmitt convincingly argues that in today's competitive environment,
customer service is not enough. Today's salespeople must address the
customer's complete experience, not just the services they provide to
consumers. While everyone acknowledges how important the customer's
experience is, virtually no one trains agents how to best address this
critical issue. Rather, real estate training has focused almost
exclusively on lead generation and lead conversion.

Instead of being "lead generators" or even customer service experts,
what is needed today are agents who are "Customer Experience Experts"
(CEESM). Today's consumers expect great service, a focus on their
needs, coupled with the best possible price. When agents fail to
provide all three of these, the consumer usually looks for someone who
will.

How does an agent or company become a Customer Experience Expert? It
begins with your initial contact with the consumer. To determine what
your customers experience when they first start to work with you,
thoroughly investigate each of the items below.

1. Your office
When a customer walks into your office, what do they experience? Is
the office clean and attractive? Does the receptionist greet customers
warmly and offer them a bottle of water or a cup of coffee? Is there a
comfortable place for the customer to sit while waiting? Is the office
staff friendly and dressed professionally? Does the staff go out of
their way to make the customer feel comfortable or are they too busy
to be bothered?

2. Is there a smile on your face?
Whether it's a floor duty call, an open house, or a referral, do you
always greet the contact with a smile on your face and in your voice?
The most effective telemarketers know that the expression on your face
translates into your voice on the phone. If you rush your callers or
are up tight, angry, or frustrated, it will show up in your voice. For
the large majority of consumers, their home is their most valuable and
important possession. Does your attitude and voice reflect the
responsibility you're about to assume in helping someone buy or sell
their most valuable possession?

3. Where is your focus?
CEEs are entirely focused on the client's total experience, not on
whether the client will list or buy a house from them. The CEE
approach completely contradicts how most agents have been trained. The
old 20th Century approach of "Hunt 'em, tell 'em, and sell 'em"
focuses the agent's attention on meeting contact and conversion goals.
In contrast, the CEE focuses on doing everything possible to make sure
the client achieves their goals. Connection and service are at the
heart of the CEE approach.

4. Are you always on time?
When you keep others waiting, you send a non-verbal message that
whatever you're doing has more value than the other person's time.
This means you're putting your needs ahead of those of your client.
CEEs, in contrast, always start on time and usually end early. This is
especially important for many men since they are more sensitive to
time constraints and are more likely to become angry when appointments
run late. A smart CEE approach is to always tell your clients your
appointment will take 20-30 minutes longer than you anticipate. By
allowing extra time, you avoid having to apologize about traffic or
other delays. You also seem more efficient.

5. What image do you convey?
If you're tired, stressed out, or feeling grumpy, your clients will
not have a great customer experience. Clients enjoy working with
positive, energetic, and knowledgeable agents. This also means you are
well groomed, your car is sparkling clean, and that you always act
professionally. CEEs avoid chewing gum, using foul language, or
referring to religion, politics, or other controversial topics. To the
best of your ability, avoid too much caffeine, eat well, and make sure
you have plenty of sleep so your clients will experience the best
possible experience.