Hello again in this video I will let you know why Consistency matters.
When it comes to customer experience, one of the biggest challenges facing estate and lettings agencies is consistency: ensuring that prospects, customers and landlords encounter the same level of messaging, with the same tone, at every touchpoint. This is understandable: creating true consistency is extremely challenging, and few agencies have the time or resources to focus on something which seems relatively insignificant.
The only problem is, it isn’t insignificant: consistent brand presentation and messaging has been shown to increase revenue by an average of 23%, and 87% of customers report feeling their experience with a business is often inconsistent So those inconsistencies you let slip through the cracks are actively costing you sales, clients and growth. But you’d never know it, because the damage is generally hard to quantify. So lets look at The impact of inconsistency
There are a number of reasons marketing strategists believe consistency is important: it improves recognition and brand recall; it creates a strong connection with customers; and it makes your claims more plausible. For our purposes, however, we can focus on the most important factor: trust. Estate and lettings agencies continually struggle with a negative reputation, making it difficult to convince prospects that we care about their specific, individual needs.
In order to combat this, every interaction they have with your agency needs to feel like a continuation of the previous interaction, as it would when you get to know a person.
But imagine if you start sending mixed signals: an email message makes one claim, but when they talk to an actual salesperson, they say something slightly different.
This is jarring, in the way a new acquaintance forgetting your name would be and therefore the prospect slightly steps back, feeling they can’t entirely trust you to be transparent and truthful.
So give yourself a competitive advantage, most agencies provide very similar services, so any opportunity to truly differentiate yourself must be seized with both hands. The trouble with consistency is it generally requires exceptional planning and communication, to ensure that every touchpoint is covered and everybody knows when and how to communicate with prospects.
While an agency could in theory improve their consistency through rigorous management and strategising, few have the time or resources to really make an impact in that way. And this is exactly why Customer Experience Management (CXM) systems are so effective.
So How do CXM systems improve consistency?
Customer Experience Systems are built to simplify large workflows, save employees time and effort, and generate more relevant, persuasive and consistent messaging campaigns.
By automating email campaigns, allow your agency to avoid the human-error so prevalent when emails and appointment texts are sent by individual workers in a rush to get to the next thing.
By including improved landing pages, you can present prospects with a more inherently trustworthy and persuasive introduction to your agency.
And by providing a centralised, easily-accessible CXM system with clearly presented customer data reports, allows you to manage your customers’ journeys in detail, understanding where individual prospects are in their interactions with you and what action needs to come next.
So in Conclusion |
Consistency is more important than ever
After the Covid-19 pandemic it’s become clear more than anything that what people want is consistency. Especially with regards to when it comes to what is likely to be one of their largest assets. By proving to landlords and vendors that you can be consistent in every aspect you fill them with confidence in your ability to manage their property better than anyone else out there.
I hope you found this of interest and useful, If you would like any further help on finding the right CXM system for your office or any other advice about Growing Your Agency please just drop me a line.
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