[blockquote]Resident satisfaction – in our business this is by far one of the most important contributing factors to success.[/blockquote]
While on a phone call with a client this week I started asking them questions about their service:
- Can you tell me a little about your experience with the Bild team so far?
- If you could improve any one aspect of your experience with us, what would it be?
- What’s working really well for you?
- Tell me a little bit about the communication with our team?
And then the best one of all – that forces people to lay all their cards on the table:
- On a scale of 1-10, with 10 being the highest, how would you rate your overall level of satisfaction with our services?
It always is- because people are never prepared for this question.
On this particular call I had Jennifer Dixon, VP of Sales for Bild on with me and knowing this client, she was certain they would respond with a 10. As the founder of the company, I knew that they probably wouldn’t.
Let’s be honest, we all wish every client or resident were a ten on a scale of one to ten. Yet the truth is, none of us are perfect – but we should strive to be and that is the purpose of this question. It is by far the most important question you can ask a customer and I’ll get to why in a moment.
So my client responded and said, “I guess I would say an eight.”
I immediately knew what Jennifer was thinking, “An eight? Really? What went wrong?” Yet upon hearing their answer, I replied with the second most important question one can ask their customer, “What needs to happen to make it a ten?” and within five minutes we knew the answer.
The best part? The gap between being an eight and a ten was achievable – it was something we could quickly deliver on for our client. Within minutes of the call ending I was all over implementing the changes our client wanted to move them up to a 10 because there was no wondering what it would take – I knew, because I cared to ask.
Some Don’t Want to Know
Look, the truth is that some people don’t want to know the answer to these two questions; they would rather assume everything is good. But is good really enough? Studies have shown that satisfied customers will go out of their way to tell no one about you. Very satisfied customers will go out of their way to tell five people about you- that’s a lot!
As the leader of your organization, I challenge you to raise the bar and commit to asking the tough questions that will allow you to have a breakthrough in your business when it comes to resident satisfaction. You can even take it further by asking employees, families, and referral sources as well, giving you a 360 degree picture of what the true satisfaction is among your stakeholders.
How To Get To These Two Questions
Clearly you want to ask five or six questions that are open-ended before diving into the last two. When doing so, make sure you take the time to listen and not take offense to your customer’s responses. People must feel they can be honest without making you feel bad.
You can also tweak this question for sales, “On a scale of 1-10 with a 10 being the highest, how would you rate your level of interest in our community” followed up with “And what needs to happen to make it a 10?” is a question we teach our coaching students in the sales role to ask prospects as well. It’s one of the greatest closing questions in their tool box (as well as resident satisfaction) because it forces people to stop and think. It’s a surprising question yet it brings clarity. When asking, whether in the close or with current residents, make sure you allow people a moment to think before stepping in and talking. This means getting comfortable with that uncomfortable pause.
So I’ll ask you, “On a scale of 1-10, with 10 being the highest, how confident are you that your overall resident satisfaction response would be very satisfied?”
What do you need to do to make it a 10?
Want the answers? We believe the information you obtain from doing a customer satisfaction survey is so powerful that we’ll do the first round for FREE.
To learn more about best research practices for resident satisfaction and get a custom satisfaction survey, please reach out to the Bild Sales Team by contacting us today. What are you waiting for?
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