The Changing Face of Customer Service
Customer service today is dominated by chatbots, AI platforms and self-service tools. These resources certainly have their place, providing rapid answers to standard questions, reducing wait times and increasing access around the clock. The challenge? Not every customer query can be solved by an automated script.
This reality is particularly poignant when it comes to property. Homes aren’t homogenous entities and the challenges they present can be diverse and nuanced. Different building structures, ages, histories and contexts can completely change the best course of action. Beyond bricks and mortar, it is also equally important to recognise that homes are a huge emotional and financial investment. When something unexpected occurs, it is more than an inconvenience. Expectations about how that investment is managed and maintained are therefore understandably heightened.
Why customer service needs a refresh
We live in a world where speed is of the essence. Things that used to take days to achieve can now be done at the push of a button. Emails, the internet, jet planes, online shopping are all designed to make life faster and more seamless. In turn, society’s expectations change. We want fast responses but also responses that deliver genuine solutions. The key to good customer service is therefore understanding how to provide effective solutions in a timely manner.
Life is busier than ever with many of us not having time to spend on admin tasks. Nobody wants to spend weeks searching for the right contact, reaching out and awaiting a response to a simple question. The best customer service processes remove the friction, ensuring that standardised information is readily available and that, where something demands more specific attention, that it is straightforward to communicate with a real person.
Delivering exceptional customer service today is about recognising that convenience and connection need to work together. Our approach to customer service aims to balance the convenience of high-tech solutions with a personalised service led by an expert, human team.
Technology enabled
We have long believed that being technology enabled is crucial for our success. Our approach to customer service embraces this philosophy, utilising technology to support our teams in delivering the best possible service.
The issue with many self-service solutions is that they aren’t suitably tailored to the industry that they are trying to support and the results are consequently limited. We designed our MyPlace customer portal differently, building upon our 35 years of sector experience to ensure that all aspects of property management are captured. This platform isn’t about replacing people, but about simplifying life for our customers by providing easy access to information about their developments, premises and charges. Where relevant, additional features including facilities booking and opportunities to engage with the community on events, groups and clubs are also included, providing greater control and transparency to our customers.
People led
Whilst we are very proud of the technology we have developed, it’s only one piece of the puzzle. We are first and foremost a people-led business and our tech solutions are here to support our teams, not to act as a substitute for them.
High-tech approaches are valued for their accessibility and speed of response, leading many companies to assume total automation is the right way to give customers what they want. On the other hand, we’ve taken this as a sign that customers want these qualities not just from digital tools, but also when interacting with real people. We’ve established a dedicated Customer Experience (CX) Team with this in mind.
The CX Team is designed to enhance the way residents access support and receive resolutions to their enquires. Through this investment, we’ve been able to improve response times and streamline communication across the business. And crucially it’s having a real impact on our customers. In the most recent quarter, the team achieved a first-point resolution for 50% of customer enquiries, with an average resolution time of three days.
Accessibility is central to the CX Team’s success. We’ve recently introduced extended operating hours, meaning support is now available Monday to Friday from 8am to 8pm and Saturdays from 8am to 4:30pm. Beyond that, the CX Team is integrated with MyPlace, the Rendall & Rittner website, dedicated property email addresses and telephone, enabling customer to connect with the CX Team when and how is convenient for them.
Customer care is in the details
For many people, customer service is something that steps in when things haven’t gone as smoothly as they should. It is there to fix an issue or overcome a challenge. In reality, the most effective approach to delivering customer care lies in what can be done to prevent issues from occurring in the first place.
Property management needs to be proactive of customer needs, not reactive. At Rendall & Rittner, we benefit from the expert knowledge of local teams who can offer a hands-on approach and become familiar with the developments we manage. We regularly attend meetings with clients and residents to discuss experiences and anticipate needs. We proactively seek customer feedback that enables us to place investment where it will have the greatest impact. Ultimately, customer service isn’t the sole responsibility of our Customer Experience Team, but a thread that unites us all, from our on-site teams to our Senior Leadership Team, in one shared vision.
Building for growth
When creating a business model for sustainable, long-term property management, customer service is non-negotiable. We recognise that as customer expectations change, we need to continue adapting our approach to meet customer needs. The introduction and expansion of our CX Team, the extension of its operating hours and our focus on purpose-built technology are a reflection of our commitment to continuous improvement in order to consistently deliver results.
Richard Daver, Co-CEO, Rendall & Rittner
Originally shared on LinkedIn: https://www.linkedin.com/pulse/changing-face-customer-service-rendall-rittner-limited-fhy2e/
