How Eliant’s Highest Rated Builders Convert Customers Into “Passionate Advocates” and Sell at Least 40% Of Homes by Referrals

1. Someone in charge of the “Customer Experience” or “Customer Loyalty” at corporate and division levels
2. Cross-departmental teams to create “The Promise List”: What will we promise our customers about quality? Move-In date? Service response, etc.
3. Structured ‘Management of Customers’ Expectations’ training to ensure compliance within each department (i.e. How & when to make promises)
4. Consistent focus on the “Magnificent Seven” staff behaviors which drive customers’ “Willingness to Refer” their friend (USC, Marshall School of Business)
5. Trimester and annual goals set for customers’ ratings of their purchase and ownership experience; Department Action Plans set to reach/exceed these goals
6. Pre-planned actions (“Planned Surprises”) to WOW customers at primary touchpoints in each phase of the experience
7. Unwavering emphasis on Performance Accountability:
   1. Structured recognition program to reinforce strong or improving individual and team performance
   2. Significant part of bonus compensation based on individual and team evaluation ratings and performance versus goals
8. Quarterly management review in which Department heads present current customer experience scores/trends vs goals (including Willingness to Refer rating)
9. Share customers’ ratings and comments with all staff, vendors, trades
10. Vendors and Trades held accountable for delivering a superior level of service, as rated by homebuyers/homeowners, superintendents, and customer service representatives on their evaluations

A series of new articles by Bob Mirman

Bob Mirman is CEO/Founder of 41-year old Eliant, with offices in California and North Carolina. He has written three complete issues of BIG BUILDER magazine, published two best-selling books and well over 160 articles in various building industry magazines. Using lessons learned during his first career as a Clinical Psychologist, Bob directs a seasoned team of Eliant’s Client Success Managers to assist homebuilders in managing their local reputations and driving sales from referrals.