by Donald Davidoff | Oct 30, 2014 12:00:00 AM
Multi-family operators often ask themselves this question. Is it more important to pay attention to the sales process in an effort to get prospective residents in the door and then focus on delivering the service elements they were promised during the sales process? Or, should the support teams focus on equipping associates with the processes and behaviors to deliver an exceptional customer experience with the belief that those behaviors will also impact interactions during the sales process? In reality, there is not one simple answer to this question, because sales and service are not as different as we often think. In fact, they are flip sides of the same coin.
Sales processes have often been separated from service behaviors for training purposes, and are sometimes considered as two different and distinct programs. In addition, the metrics, behaviors and incentives attributed to each of these programs tend to be at odds with one another and cause conflicts for the associates. Associates are offered incentives to 'close' leases and pay attention to prospective residents who come in the door but are not measured or compensated in the same way for providing stellar service to current residents. When this happens it is a problem...customers sense this disconnect. In reality, a customer doesn't differentiate the 'sales' experience from the 'service' experience, so why should we? The customer considers their entire experience as they interact with an organization, and creating the best possible experience for the customer means associates must provide a predictable and consistent experience throughout.
From the first time a customer interacts with an organization (often online), throughout the sales cycle and into their residency the customer experiences the organization judges each and every interaction. How they feel during those experiences and the value demonstrated by the associates is what truly makes a difference, and separating sales and service is definitely not the answer. Now I realize what I'm advocating is easier said than done. After all when planning projects or expenditures we have budgets to complete and priorities to consider, and we can't do everything at once.
The most important thing for leaders who face this dilemma is to start somewhere; if the decision is to focus first on sales, then ensure that the solution is one with a customer-centered approach that compliments the service element. Or, begin with a focus on service and integrate the customer service behaviors into the sales process...the most important thing is to start somewhere and not leave it to chance or assume associates will figure it out on their own.