Customer service isn’t just a list of items—of things we do and mark complete. It is a mindset, the result of which fosters an exceptional experience and leaves a lasting impression… it delights. Real estate professionals of this mindset never stop striving toward creating better customer experiences—they simply don’t settle.
In mathematics, there’s a phenomenon called a vertical asymptote, which is an upright line that a curve approaches but never quite touches. Though the curve gets gradually closer, it never intersects with the line. To the eye, it’s an illusion. To the mind, it’s impossible. But to the professional, it’s the path toward success.
That is, those with a mindset for creating exceptional customer experiences tenaciously run after that proverbial line of perfection, knowing full well they’ll never quite reach a point at which enough is enough. You could perhaps say this sort of person is an asymptote who relishes the pursuit of excellence and finds “the chase” to be purely inspiring.
This person isn’t dissuaded by absurd notions like perfection or a false sense of completion. They recognize that in order to exceed a client’s expectations, one cannot simply rely on some arbitrary list of to-do’s… it’s just not enough. One must take on a mindset of ongoing, relentless evolution.
A mindset to exceed customer expectations:
- Embraces challenges; it doesn’t run or hide:
Albert Einstein once said, “It’s not that I’m so smart, it’s just that I stay with problems longer.”In any profession, such as in real estate, it’s natural to settle into a regimen or establish a set way of doing things. However, one runs a substantial risk of skimming through, sidestepping, or overlooking challenges which may arise. While it’s easy to assume every transaction functions the same as the one, two, or three before, it’s simply not true. And it’s only human, I dare say, to avoid confrontation. That being said, things (as we’ve all presumably learned) have a way of coming back around.So heeding Einstein’s insight, are you embracing the challenges—sticking with problems until they’re fully resolved, or do you routinely hurry through the process and reconcile the matter with a shortsighted fix?
- Operates with empathy:
I was hired by Coldwell Banker in late 2013, which required me to move from Tennessee to New Jersey. Relocating can be pretty crazy. So in the frenzy, I hired a colleague to list my home for sale. He did a fantastic job, but wow, the things I learned… and felt when I gave up control!Though I had listed other people’s properties for sale numerous times myself, I had never quite been in their shoes. I experienced emotions such as anxiety, uncertainty, and frustration—feelings I’d only observed my past clients endure. Through the experience, I gained a sense of understanding and appreciation about the kinds of situations they would often face; that is, I became empathetic.What I have found is that the one who time and again exceeds the expectations of his or her clients consistently demonstrates empathy toward their respective circumstances. Now, in order to do this authentically, one should (whenever possible)—test his or her services—try them on for size, if you will. If that’s not possible, then make a concerted effort to obtain an understanding about what the people you serve are often experiencing.Because after all, if you can’t empathize with what they’re experiencing, how then do you intend to deliver an exceptional experience?
- Identifies and fixes breakage:
Every time I close the door to my son’s bedroom it creaks loudly and I hear him rustle in his crib, nearly waking. I always think to myself, “I should buy some oil and lather up these pesky hinges”—but of course, I never do.When you contemplate your business and all of the many services which make it up, where do you find squeaky hinges? The first step is, of course, to identify the problems—the pain points one might experience in working with you. But the most difficult part is taking action to alleviate the problems you’ve identified.No matter how small or inconsequential an issue may seem (e.g., a cumbersome process for gathering information about a listing to input into the MLS or that lackluster closing gift you give time after time because you keep forgetting to come up with a better idea), a mindset for creating exceptional experiences doesn’t live with deficiencies or ignore problems—it updates or fixes them.
Customer service isn’t just a list of items—of things we do and mark complete. It is a mindset, the result of which fosters an exceptional experience and leaves a lasting impression… it delights. What mindset have you adopted to delight customers?
Jason guides real estate professionals through current and emerging trends in consumer behavior, sales and marketing, and entrepreneurship. To invite Jason to speak or to schedule a consultation, visit: www.JasonPantana.com/Contact