Powered by MOMENTUM MEDIA
realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

rpm logo latest

Surveying your customers is a must  

By Ian Grace
06 April 2016 | 1 minute read

In this electronic age, everyone is talking about the importance of excellent, genuine customer service in generating and maintaining healthy, profitable business.

Sadly, the majority are only really paying lip service to what is required. To give great customer service, you must know what your clients need, want, expect, deserve and demand. How do you find that out? The simple answer is to survey them.

I am dismayed in my sessions when virtually everyone admits they don't survey their clients, or that they have done it as a one-off. I've had the good fortune to work with and research some of the best businesses in the world and they invariably have ongoing survey programs in place.

Advertisement
Advertisement

From Carl Sewell, author of Customers for Life and the number one Cadillac dealer in the US, a company where only a 90-plus per cent customer service rating is acceptable from salespeople; to my long-term friend who took an entire North American franchise group to a 98 per cent customer service rating and maintained it for 10 years; we can certainly learn a lot from the most successful businesses. 

Surveying shouldn't just include those who will spend money with you. Firstly, survey the most important people – your staff and colleagues. Once you have discovered their wants, needs and problems, then satisfied and solved them, they will be happy, committed and supportive.

You can then use a survey program for your clients. The results can be quite amazing and sometimes immediate. A group I worked with in Victoria achieved 50 new property managements purely by sending out a survey.

Their clients thought, 'No one else has done this – these people obviously care (and that is the key word to all genuine customer service), so we’ll give them our other properties to manage as well' – how powerful!

Survey program

This is really important: do not rush out and do a one-off survey without anyone knowing the results – it will mean nothing.

These are some suggested steps to follow:

  1. Send the survey – 'We would like to give you the best customer service possible and to do that, we need your advice/help.'
  2. Once you have received the responses (you can increase the number by offering incentives and/or phoning clients and offering to take details over the phone for those who feel they don't have time to complete the survey), then thank your entire database for their feedback and suggestions – not just the respondents.
  3. Promise to advise them of the outcome and give the exact date. This is so important! If people are surveyed and they never find out what happened, they will never bother again and you will go down in their estimation, even though you felt you were doing something positive.
  4. Reply with the outcome/results before the date given.
  5. Advise them of the next survey (e.g. in three/six months) – with the exact date, so they will be able to tell you if service has improved as a result of their suggestions, making them an integral part of the whole process.
  6. Send the next survey before that date – 'As promised…'

The added benefit is that along the way you will build a perception that you can be trusted and that you always keep your promises. Those two little words "as promised" are very powerful.

If you would like to contact me you can do so by emailing This email address is being protected from spambots. You need JavaScript enabled to view it. or through my website www.iangrace.com.

Surveying your customers is a must  
ian grace
lawyersweekly logo
Listen to other installment of the Real Estate Business Podcast
Rankings
rankings
JUST RELEASED
May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

rankings
JUST RELEASED
May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

rankings
JUST RELEASED
May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

rankings
JUST RELEASED
April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

rankings
JUST RELEASED
April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Mirador
103.33%
Bawley Point
98.13%
Walla Walla
90.7%
Byron Bay
86.67%
Kiama Heights
85.93%
Greta
84.14%
Nulkaba
81%
South Hobart
78.78%
Diddillibah
76.25%
Lennox Head
73.98%
SEE AREA REPORTS ON SMART PROPERTY INVESTMENT WEBSITE
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.