Whether it’s good or bad, resident feedback is useful. However, it can be difficult to obtain and requires a fairly quick response rate, which means apartment companies must have a process in place to handle it effectively.
For a few pointers, check out the highlights from our latest #AptChat. We discussed how to proactively ask for feedback, who is responsible for responding to it, and what that process looks like. (Click on the links to jump straight to a specific question.)
- Do you have a process in place to proactively ask for feedback from residents? Can you describe it for us?
- Who in your organization is responsible for responding to feedback? Is there an editorial/approval process? How long is that?
- Do you reward/incentivize feedback?
- Do you have a process for assessing and acting on feedback? What does that look like?
Do you have a process in place to proactively ask for feedback from residents? Can you describe it for us?
A1. Resident says something good. Team asks for feedback online. Resident says “Of course!” Team never hears from resident again. #aptchat
— Khara (@leftnwrite08) July 19, 2016
In all seriousness … It’s one thing to ask for it. It’s another to get it, or see good follow through. We’re working on it. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@AptChat Working w/ a strategy presented @ AIMConf… the one question feedback survey. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@AptChat At the same time, a key thing is that residents who DO give feedback see an immediate response. Within a few hours. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@AptChat @leftnwrite08 we recommend set an expectation of response. Same day 4 reviews/surveys, within 2 hours if they’re negative #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
@leftnwrite08 @AptChat an hour at most. A few hours online is an eternity. Good response time on FB is 5 min or less #aptchat
— Heather Blume (@artchickhb) July 19, 2016
@artchickhb @AptChat Immediate if rec’d @ a reasonable hour. When feedback comes in @ 1 AM, “immediate” can be a stretch. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@artchickhb lots of spammers/trolls/goblins/underworldagents that you need to be prepared to respond to as well #aptchat
— Jonathan Saar (@JonathanSaar) July 19, 2016
@JonathanSaar @artchickhb Or make the decision *not* to respond. Not every situation warrants a reply. #AptChat
— 30 Lines (@30lines) July 19, 2016
@Marketing_Mommy Sometimes, for sure! … But not always. Happy people often = content. Content often = silence. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@AptChat as always @SatisFactsLia and @SatisFactsJen would have great insight. @LaurelZacher and @jillmcniesh would too #aptchat
— Heather Blume (@artchickhb) July 19, 2016
@AptChat people will respond if assured feedback won’t go into a black hole. Ask the questions, act on the answers. #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
@AptChat quarterly letter with progress reports, highlight resident comments encourage feedback #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
@SatisFactsLia @AptChat This is a great idea!! #AptChat
— Danielle C. Noel (@daniellecnoel) July 19, 2016
@daniellecnoel @AptChat we have a sample letter if you’d like to see it #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
Who in your organization is responsible for responding to feedback? Is there an editorial/approval process? How long is that?
@AptChat A3: For our clients it varies. Some have marketing approve what the mgr drafts. Others give managers full posting. #AptChat
— Danielle C. Noel (@daniellecnoel) July 19, 2016
@daniellecnoel @AptChat if mgrs can’t respond they should be trained responding online and diffusing situations offline same skills #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
A3: Mgr response. Corporate review. It can take a little while, but can also be helpful process to ensure appropriate response. #aptchat
— Khara (@leftnwrite08) July 19, 2016
A3 (cont): At the same time, the responder needs to be empowered in their response. Otherwise, just have someone else do it. #aptchat
— Khara (@leftnwrite08) July 19, 2016
Do you reward/incentivize feedback?
A4: The reward/incentive can be the response. The problem fixed, immediate action, and appreciation for the opportunity to improve. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@leftnwrite08 Boom. There you go. Still a fantasy for most consumers that a response will happen #aptchat
— Jonathan Saar (@JonathanSaar) July 19, 2016
@leftnwrite08 exactly, the incentive is the happy customer/resident. #aptchat
— Becky Currie (@BeckyCurrie) July 19, 2016
Incentives could also be given for overall customer care improvement, increased retention, resident referrals etc. #aptchat
— Becky Currie (@BeckyCurrie) July 19, 2016
That said … consider what the consumer just did for you. Did they just save you beaucoup bucks? Maybe more than a “thank you.” #aptchat
— Khara (@leftnwrite08) July 19, 2016
The least you can do is make sure if you know the resident who posted it, say thank you. Good or bad review, sincerely say thanks #AptChat
— Heather Blume (@artchickhb) July 19, 2016
@artchickhb the bad review is actually the bigger gift than the good review! #aptchat
— Becky Currie (@BeckyCurrie) July 19, 2016
To clarify Q4… 1. Do you incentivize the resident for providing feedback? 2. Do you reward staff who receive positive feedback? #AptChat
— Apartment Chat (@AptChat) July 19, 2016
We do not offer incentives for giving review; we MAY reward the review itself. We sometimes incentive staff securing feedback. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@AptChat incentives for rev get tricky & can blow up in a company’s face really quickly. Ask for the review. Be organic. Don’t pay #AptChat
— Heather Blume (@artchickhb) July 19, 2016
@artchickhb @AptChat Agreed incentives for ALL or nothing. I’ve seen “I was given XYZ for this positive review”, no bueno #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
@SatisFactsLia @artchickhb That’s actually better than not disclosing that you received the incentive… #AptChat
— Mike Whaling (@mwhaling) July 19, 2016
@AptChat When I was the Dir of Marketing,I did! I awarded the entire team with Yeti tumblers and put out an internal press release. #aptchat
— Lona (@LonaPete) July 19, 2016
@AptChat It really caught on and became a competition between the communities. (And I suspect they wanted that tumbler.) #aptchat
— Lona (@LonaPete) July 19, 2016
@AptChat A4: I do no think any of our clients incentivize residents + its against many T&Cs. A few clients reward staff. #AptChat
— Danielle C. Noel (@daniellecnoel) July 19, 2016
Do you have a process for assessing and acting on feedback? What does that look like?
@AptChat I advise it as a standing agenda item in weekly staff meetings for my clients (on a team and regional level). #aptchat
— Heather Blume (@artchickhb) July 19, 2016
@AptChat and if it’s poor feedback that’s unwarranted, ship them a box full of fine glitter. #aptchat #justkidding #notreallykidding
— Heather Blume (@artchickhb) July 19, 2016
A5: All feedback needs to be analyzed. How big is the problem? How real? How fast can you act? #aptchat
— Khara (@leftnwrite08) July 19, 2016
… The key is, get back to the person who gave the feedback, and work WITH them to develop solutions and responses. #aptchat
— Khara (@leftnwrite08) July 19, 2016
@leftnwrite08 look for running themes, is the issue maintenance, neighbors, etc? Echoes can sabotage your reputation #aptchat
— Lia Nichole Smith (@SatisFactsLia) July 19, 2016
@AptChat Are you looking at your competitors customer feedback? If not, you should! #AptChat
— Danielle C. Noel (@daniellecnoel) July 19, 2016
@daniellecnoel@AptChat Great reminder! I always did this during Due Diligence too – easy way for new mgmt to make impact. #AptChat
— Kristi Fickert (@Marketing_Mommy) July 19, 2016
Our next #AptChat is slated for Tuesday, July 26, 2016 at 12 pm Eastern, and we’ll be discussing amenities, services, and events residents actually want. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!