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May 11, 2016

Using Customer Feedback to Improve the Bottom Line


In the construction and real estate industries, feedback is not just a certainty – it’s inevitable. From the first day of a project to the completion of the last punch list item, your clients will have a lot to say. Along with that they will bring their concerns and feedback, both good and bad. What’s important to remember about these interactions is that each one offers companies an opportunity to improve and respond appropriately, and in doing so increase the chances of working with that client again.

Regardless of whether the issue arises internally or out in the field, contractors bear the responsibility of listening to the complaint and doing everything possible to remedy the situation. Responsiveness to customer issues is a sign of a company that takes feedback seriously and endeavors to fix issues promptly. For instance, new construction software technology that allows companies to expedite service requests and respond more quickly to calls through simplified call dispatching can help build a company’s reputation for fixing problems quickly.

At the end of the day, your customers don’t relish having to call with complaints or negative feedback. So work with them to elevate the conversation above a single problem and find out how else you can serve them better. By asking for more details, construction project teams present not only a willingness to get to the bottom of the conflict but to also address any other concerns the client might be weighing in the most proactive approach possible.

The other side of the equation involves asking customers how they feel the situation should best be resolved, and then providing a timeline for action along with details of an appropriate follow-up for demonstrating a commitment to solving the problem. The central theme to all of this is being open to conversation and welcoming the dialog with clients – even if it begins on a sour note.

What construction and real estate teams most want to avoid happening is never being made aware of a customer’s concerns and finding out too late or not at all that a problem exists. In most cases, the more quickly a problem is identified, the less likely it is to spiral out of control. Solutions like CRM technology tools can become an essential part of your workflow in order to accurately track relationships and their ongoing progress.

Given the wide range of technology options that exist for proactively responding to customer needs, there is little excuse for not being able to stop the bleeding before it spreads. USI would be happy to demonstrate the impact its construction technology products from Sage have on contracting and real estate companies of all sizes – to set up a briefing with a team member, click here.


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