Charlie Scott has more than 25 years of hands-on homebuilding experience, much of this in senior management positions with an award-winning, nationally recognized Midwest builder. He credits a "Voice of the Customer" firm as instrumental in his homebuilding company's strategic growth and success. Today, Charlie is an owner of that "Voice of the Customer" firm – Woodland, O’Brien & Scott – and helps North American home builders grow their own customer-centric cultures, pursue operational excellence, and increase referral sales. Charlie is an internationally known customer satisfaction expert and has presented keynote addresses in the U.S., United Kingdom and India. Charlie also authored the book, “Construction Knowledge 101” to help builder personnel in all functions understand the nature of homebuilding. He would love to hear you from you at: CharlieS@woodlandobrien.com.
This week's installment of Charlie Scott on Customer Satisfaction in Home Building questions how new houses are delivered to customers. Admittedly this entry is a bit cryptic, and you will have to study it, but hopefully this cryptic analogy will bring some clarity to your home building company's delivery process. Clearly, there is no one "right" way to deliver homes to customers, but it is critical that a home building company deliver on all promises and meet (or exceed) the customers' expectations. Bon appetit!
Fast Food – stand in line, read it, order it, wrap it up, put it in the sack, and shove it across the counter = transactional and price centric.
Fine Dining – reservations, personal greetings, hostess, menu and course education, chef suggestions, drizzled plate presentations, silver tray desserts = relational and experience centric.
Fast Home Delivery – walk ‘em thru, make a list, get ‘er done, shove the keys across the closing table = transactional and price centric.
Fine Home Delivery – welcome, celebration, home maintenance education, home demonstration, confidence building, and smooth transitioning to home ownership = relational and experience centric.
This week’s management meeting food for thought: “Would our clients describe our home building company as a transactional and price centric company, or as a relational and experience centric company, and why?”