Charlie Scott has more than 30 years of first-hand home building experience, much of it in senior management positions with an award-winning, nationally recognized Midwest builder. Currently, he's director of Woodland, O’Brien & Scott for Constellation Homebuilder Systems. Scott helps North American home builders grow their own customer-centric cultures, pursue operational excellence, and increase referral sales. Write him at Charlies@woodlandobrien.com.
Your house delivery = fast food or fine dining?
This week's installment of Charlie Scott on Customer Satisfaction in Home Building questions how new houses are delivered to customers. Admittedly this entry is a bit cryptic, and you will have to study it, but hopefully this cryptic analogy will bring some clarity to your home building company's delivery process. Clearly, there is no one "right" way to deliver homes to customers, but it is critical that a home building company deliver on all promises and meet (or exceed) the customers' expectations. Bon appetit!
Fast Food – stand in line, read it, order it, wrap it up, put it in the sack, and shove it across the counter = transactional and price centric.
Fine Dining – reservations, personal greetings, hostess, menu and course education, chef suggestions, drizzled plate presentations, silver tray desserts = relational and experience centric.
Fast Home Delivery – walk ‘em thru, make a list, get ‘er done, shove the keys across the closing table = transactional and price centric.
Fine Home Delivery – welcome, celebration, home maintenance education, home demonstration, confidence building, and smooth transitioning to home ownership = relational and experience centric.
This week’s management meeting food for thought: “Would our clients describe our home building company as a transactional and price centric company, or as a relational and experience centric company, and why?”