Elevating Customer Experience in UK Real Estate: The Power of Hospitality and Service Training

The UK real estate market is not just about bricks and mortar; it’s about creating spaces where people feel at home.

As the market becomes increasingly competitive, the differentiation lies not only in the properties themselves but in the customer experience (CX) provided.

This is where the principles of hospitality and service training come into play. By adopting these principles, operators, asset managers and estate owners can significantly enhance their brand awareness, achieve higher customer satisfaction, boost team morale, and even secure longer tenancies.

Hospitality Training

The Intersection of Real Estate and Hospitality

Traditionally associated with the hotel and service industries, hospitality training is a goldmine for , operators, asset managers and estate owners aiming to elevate their customer service standards. The essence of hospitality lies in understanding and anticipating customer needs, delivering personalised service, and creating memorable experiences. These principles are directly transferable to the rental sector, where customer interaction is pivotal.

A study by PwC highlights that 73% of all people point to customer experience as an essential factor in their purchasing decisions. Yet, only 49% of UK consumers say companies provide an excellent customer experience. This gap presents a significant opportunity for real estate firms to differentiate themselves through superior service. Furthermore, in a highly competitive market, nobody is keen to start a costly amenity race; training and process reviews are highly effective yet cost-friendly measures.

The Core of Hospitality Training

Implementing hospitality training involves several key components:

  1. Service Standards and Processes: Establishing clear service standards and processes is the foundation of excellent customer service. These standards should be aligned with the company’s brand values and customer expectations. For instance, real estate agents should be trained to follow a consistent approach to client interactions, from the initial inquiry to post-sale follow-ups. This ensures that every customer receives the same high level of service, fostering trust and reliability.

  2. Customer Interaction: Effective communication is crucial. Training should cover how to warmly and professionally interact with customers, whether in-person, over the phone, or online. Techniques such as active listening, empathy, and conflict resolution are essential. An empathetic approach can turn a potential complaint into an opportunity for building stronger relationships.
  3. Service Culture: Building a service-oriented culture within the team is vital. This means fostering an environment where every team member, regardless of their role, understands the importance of customer service and feels empowered to go above and beyond for clients. This culture shift can be achieved through regular training sessions, workshops, and celebrating service excellence within the team.

Benefits of Hospitality Training

  1. Enhanced Brand Awareness

Superior customer service can significantly enhance brand perception. When customers consistently experience excellent service, they are likelier to recommend the company to others. Word-of-mouth referrals are particularly potent in the real estate market, where trust and reputation are critical. A positive brand reputation, bolstered by exceptional service, can attract more clients and increase market share.

  1. Higher Customer Satisfaction

Customer satisfaction is directly linked to how valued and respected customers feel. According to the UK Customer Satisfaction Index (UKCSI), companies with high customer satisfaction scores see higher customer loyalty, reduced churn, and increased sales. By adopting hospitality training, real estate firms can ensure that every customer interaction leaves a positive impression, leading to higher satisfaction rates.

  1. Better Team Morale

A well-trained team that handles customer interactions effectively will have higher morale and job satisfaction. This is because employees are more confident in their abilities and feel valued by the company. A positive work environment where employees are encouraged to excel in customer service can reduce turnover rates and increase productivity.

  1. Longer Tenancies

Customer service plays a crucial role in tenant retention in the rental sector. Tenants who feel well cared for are more likely to renew their leases. By incorporating hospitality training, real estate firms can create a supportive and responsive environment for tenants, addressing their needs promptly and efficiently. This can lead to longer tenancies, reducing the costs and efforts of finding new tenants.

Implementing Hospitality Training in Real Estate

To successfully implement hospitality training, real estate firms should consider the following steps:

  1. Assessment and Customisation: Begin by assessing the current service levels and identifying areas for improvement. Customise the training programs to address specific needs and align with the company’s goals.
  2. Professional Training Providers: Engage professional hospitality training providers who understand the nuances of the hospitality and real estate industries. These experts can offer tailored programs that are relevant and effective.
  3. Ongoing Development: Training should not be a one-time event. Continuous development through regular workshops, refresher courses, and performance reviews ensures that the team stays updated on the best practices and remains motivated.
  4. Integration with Technology: Leverage technology to enhance training and service delivery. Tools such as customer relationship management (CRM) systems can help track customer interactions and provide insights into service performance.
  5. Define Processes and Standards:  The creation and implementation of processes and standards allow a synchronised service delivery across your company’s estate and guarantees minimum customer experience levels

Conclusion

The UK real estate market stands to gain significantly from integrating hospitality and service training into its operations. By doing so, firms can elevate their customer experience, setting themselves apart in a competitive market. The benefits of this approach are manifold: improved brand awareness, higher customer satisfaction, better team morale, and potentially longer tenancies. As the industry evolves, those prioritising exceptional service will lead the way, demonstrating that real estate is not just about properties but people and the experiences they cherish.

MORICON Consultants is your partner to elevate your team’s CX skills with detailed process and standards reviews, uniquely real-estate-focused hospitality training and targeted audits to prove successful training conversion and maintenance.

Contact us to discuss your requirements at info@moricon.net or enquiries@moriconmysteryshopper.com

References:

  1. PwC, “Experience is everything: Here’s how to get it right”, PwC Customer Experience Survey 2018/19.
  2. UKCSI, “The state of customer satisfaction in the UK”, Institute of Customer Service, 2023.

MORICON Consultants Limited

Registered Office: Kemp House, 124 City Road, London,  EC1V 2NX, UK

Company Reg : 11282307     VAT Reg: 293304896

PRIVACY POLICY

Copyright © 2017 – 2024

MORICON Consultants Ltd All Rights Reserved

No part of this website may be re-produced  or distributed without prior

written permission from the copyright owner.