WHAT DO CUSTOMERS EXPECT?

There are two golden rules when it comes to assessing what customers expect. The first is not to assume that you already know what they expect and the second is to find ways of measuring customer expectations.

It is important not to assume that you know what your clients expect, because client expectations are made up from a very complex set of factors.

Property companies should always be willing to participate in meaningful surveys, which have been formulated by objective parties, in order to establish what customers' needs are.

Similarly, ways of measuring what customers expect have to be found to assess performance.

How does one measure what a client requires?

When measuring expectations, it may be necessary to use performance indicators that are a series of measures which indicate where the quality is being delivered.

A broker could, for example, measure his or her client satisfaction barometer by assessing how much of the client's space he or she has successfully let during the past year and what return has been achieved for the client(s).

A property manager could measure his or her success on four key performance areas: arrears reduction, vacancy reduction, expenditure control and exemplary maintenance management.

Each of these are measurable targets which can be tabulated in a manner to measure response to a client's desired level of service.

The important aspect in this regard, however, is to determine the client's needs and terms of reference to measure performance within their parameters.

Next week, we shall continue our investigation into quality systems within the property industry by answering the next question: WHAT STANDARD OF SERVICE SHOULD BE PROVIDED? -