Essential elements of an effective Customer Service System


Extensive research into what are the essential ingredients of effective Customer Service has been undertaken by Robert Bevan's Best Practice organisation and the findings have been summarised by Best Practice into 21 points.

The essential element of the following information is that it has been gathered from property consumers, the people who place a value on your business based upon the level of your customer support, as well as from successful agents who are successful because of the excellence of their follow up and ongoing communication.

The following information has been reproduced with the permission of Robert Bevan. A full CD presentation of this information is available to Best Practice members who can click here to order the CD. Like all other resources of Best Practice, the CD is complimentary for subscribers .

For information on becoming a Best Practice subscriber and gaining access to this and a large amount of other very valuable research, data, information and general assistance, click here.

In conjunction with Best Practice, MyDesktop has developed a web based, fully integrated sales and listings and Customer Service System that incorporates all of points 1-15 (being the elements capable of being integrated into a web based technology) of the following essential requirements.

Information on the MyDesktop Best Practice system can be obtained by emailing info@desktop.com.au or calling the MyDesktop support team on 1300 656 168.

The Best Practice checklist for an effective customer service system
1 - If you know why prospective vendors are inviting you to appraise, you will increase the number of appraisals. Conduct teleresearch within 24 hours of every appraisal to ascertain why you were invited to appraise.
2 - If you know why vendors are listing with you, you will increase the number of listings. Conduct teleresearch within 24 hours of every exclusive listing to ascertain why your agency was selected.
3 - If you know why you lost a listing, you will be better placed to get more listings. Teleresearch to ascertain why you weren't chosen.
4 - Ensure your current vendors are happy and well informed. Teleresearch on the 15th day of every marketing programme
5 - Know the sources of your enquiry. Research all prospective buyers to ascertain how they learned about the property.
6 - Know the thoughts of potential buyers with respect to your listings. Research prospective buyers thoughts with respect to aspects of the property they didn't like and what price range they feel is appropriate for the property.
7 - Ensure the sales force understands the researched data, particularly with respect to the source of enquiry. Written/daigrammatic reports should be provided to the sales force on a monthly basis
8 - Constantly communicate with vendors during the period between the signing of the Agency Agreement and the commencement of the marketing period. They have made the decision and they want to know what is going on. Establish and enforce an Action Plan to control and monitor the contact discipline.
9 - Keep the vendor fully informed during the marketing period. An Action Plan should be established to ensure that the vendor is contacted at least 5 days out of 7 during the marketing period.
10 - Contact every A class purchaser at least once every 7 days. Establish an Action Plan to ensure such a contact discipline is in place.
11 - Contact a minimum of 40 of the closest neighbours for every just listed, OFI, just sold and auction.
12 - Continue regular communication with the vendor between the period between exchange/sale and settlement.

13 - Distribute a regular newsletter to keep in touch with and provide information to all current, past and potential clients (ensure that you honour unsubscribe requests).
14 - Make sure that you recognize and thank sellers for the opportunity to have appraised their property if you were not successful in securing the listing.
15 - Conduct 5 events per annum - investors evenings, seminars, new client nights etc
16 - Collect testimonials from all past, happy clients.

17 - Reproduce testimonials on all marketing documents (including window cards) as well as within pre-listing kits and on listing presentation documentation.
18 - Train your reception personnel and ensure that all calls are answered within 4 rings.
19 - Ensure that your Customer Service Manager has a clear, written duty statement.

20 - Budget for your Customer Service Department to operate as a profit centre ie. At no cost to the business.
21 - Ensure all members of the team understand the benefits of a Customer Service Department.


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