We’ve said it before and we’ll say it again, having an exceptional customer experience is the best way to stay ahead of the competition, not only during market downturns, but all year round.
With customer expectations constantly changing, evolving and increasing, property businesses must continue to place the customer experience at the heart of all strategies in order to experience consistent success.
“The only truth is that if we follow the needs of our consumers – in content creation and in research and development – we should still have a place in the market in 2021.”
Jessica Best, Vice President – Data-driven Marketing Barkley
Here are three customer experience trends and must-knows to think about in 2021:
1. Place your customers’ needs at the heart of your activities
One of our most favourite insights that we like to communicate to all our clients goes a little like this: If businesses continuously placed the customer (and their needs) at the centre of all strategies, it wouldn’t be so hard to make sales during market downturns.
This is because by having a comprehensive understanding of who your customer is, what their pain points are, what needs they have and how these needs can evolve and shift, you have the ability to create strategies and products that respond to them.
If 2020 was the year where brands had to adapt their services and marketing activities to respond to customer needs and behaviours in a COVID world, 2021 will be the year where businesses will need to have a clear plan in action to monitor and respond to their customers’ evolving needs and expectations in a world where anything seems possible.
2. Respond to new consumer behaviours, expectations and priorities
In a world where homebuyers have hundreds of options at their fingertips, property businesses need to deliver an experience (and a product!) that customers genuinely desire or risk missing out. Customers expect to receive a personalised experience that’s tailored to their needs and makes them feel listened to and valued.
“Customers ultimately wish to do business with companies that demonstrate care and respect for their needs: having a well-considered customer journey will help set your business apart by approaching your product and service delivery in a way that always puts the customer first.”
Anne Baker, Director – Two Crowns Marketing
Consumers have shorter attention spans, higher expectations and different priorities after experiencing a range of difficulties throughout 2020, and property businesses need to be ready to respond to these shifts by placing the customer and their changing needs at the core of every strategy.
3. Improve mobile and user experience
It’s no secret that the modern buyer explores a range of property websites on their phones and laptops for weeks (or months) before entering a sales office. This means that your brand’s digital experience needs to be optimised and prioritised. Make your value proposition clear, navigation easy and information readily available for those who want to learn more.
A great way to determine the effectiveness and identify potential downfalls of your digital experience is through mystery shopping, and the Property Republic team are experts at this. We conduct online, telephone and in-person enquiries, monitor all communication with sales representatives and visit the sales centre. We then audit any follow-up and provide a comprehensive report with recommendations. Our methodology lets you hear from our shoppers and feel the emotion soon after their shopping experience.
For more key insights, read our PRX Magazine: The 2021 Trends Edition.