At Proinsight, we’ve spent the past five years working alongside the New Homes industry, gathering data and analysing customer behaviour to better understand what drives success in the sector. Now, we’re excited to unveil our first-ever benchmark report, offering a deep dive into the critical factors influencing customer satisfaction and decision-making when it comes to choosing a new home.
Our comprehensive analysis is based on over 1,100 mystery shops conducted across a range of regions in the UK during the 2024 period. The data collected has given us invaluable insights that will be essential for any housebuilder or real estate professional looking to improve their sales processes and stand out in a competitive market.
Regional Performance: Insights Across the UK
The benchmark report goes beyond just a surface-level look at performance. We’ve broken down the data by region, allowing us to identify how different areas of the UK are performing in relation to their sales processes. This regional analysis highlights the varying approaches to customer engagement and how regional nuances affect the overall shopper experience.
Understanding the Shopper Journey: Technical & Emotional Insights
A key focus of the report is the exploration of both the technical and emotional aspects of the shopper journey. We’ve mapped out how each stage of the experience—from initial contact to final decision—can influence the outcome. This isn’t just about the logistics of selling homes; it’s about understanding how the emotional connection with customers can make or break their decision to choose your brand over a competitor’s.
Key Metrics: Data That Matters
The benchmark report draws from over 28 housebuilders, spanning 14 categories, and an impressive 21,493 metrics in total. These data points give a clear picture of the essential elements of the customer journey, such as:
- The Importance of a Great Telephone Experience: Was the shopper’s call handled professionally and promptly?
- Offering Clear Directions: Were potential buyers given clear directions to the property?
- Face-to-Face Interaction: Did the sales team provide valuable in-person engagement, and was key information—like warranty—addressed?
These insights show that it’s not just about providing a product but delivering an outstanding customer service experience at every touchpoint.
Why Customer Service Is Crucial
So, why should you care about customer service in the new homes industry? The truth is, in a sector as competitive as this one, offering exceptional service is just as important as having quality homes. A positive experience throughout the entire journey can be the deciding factor in whether a customer chooses you over your competitors.
If you want to ensure your customers are happy, engaged, and loyal, understanding the nuances of the shopper journey is absolutely vital. Our benchmark report will give you the tools you need to optimise every stage of your sales process, improving customer satisfaction and driving conversions.
Want to Know More?
If you’re ready to dive deeper into the data and uncover actionable insights for your business, you can request the full benchmark report by clicking the link below.
Don’t miss out on the opportunity to enhance your customer experience and boost your sales!
‘Request the Benchmark Report Here’
Understanding the Customer Journey
The customer journey is a series of interactions between a customer and a business, spanning from the initial awareness stage to the post-purchase phase. This journey is a complex process involving multiple touchpoints, channels, and emotions. Understanding the customer journey is crucial for businesses aiming to deliver a seamless and personalised experience that meets customer expectations. By mapping out the entire customer journey, businesses can identify key moments that influence customer behaviour and satisfaction, allowing them to tailor their approach to meet and exceed what customers expect.
Customer Journey Stages
The customer journey can be broken down into several stages, each with its unique characteristics and challenges. Here are the key stages of the customer journey:
Awareness
The awareness stage is the first step in the customer journey, where potential customers become aware of a business or product. This stage is critical in setting the tone for the rest of the journey. Businesses can leverage various marketing channels, such as social media, advertising, and content marketing, to create awareness and capture the customer’s attention. Effective marketing communications at this stage can significantly influence the customer’s motivations and their subsequent interactions with the brand.
Consideration, Purchase, and Retention
The consideration stage is where customers evaluate the business or product and contemplate making a purchase. This stage is pivotal in building trust and credibility with the customer. Providing detailed information, how-to videos, and customer reviews can help in guiding the customer’s decision-making process.
The purchase stage is the moment of truth where the customer decides to buy. Ensuring a smooth and hassle-free purchasing process is essential for customer satisfaction.
Finally, the retention stage focuses on keeping the customer engaged and building loyalty. This involves post-purchase support, personalised follow-ups, and loyalty programs to ensure the customer feels valued and continues to choose your brand over competitors.
Creating a Customer-Centric Company
Creating a customer-centric company requires a deep understanding of the customer journey and a commitment to delivering a seamless and personalised experience. Here are some key strategies for creating a customer-centric company:
- Develop a Customer Journey Map: Visual representation of the customer’s experience helps identify pain points and opportunities for improvement. Customer journey mapping is essential for understanding the entire customer journey.
- Use Data and Analytics: Gain insights into customer behaviour and preferences through market research and trend data. This information is invaluable for tailoring your approach to meet customer expectations.
- Foster a Customer-Centric Culture: Prioritise customer satisfaction and loyalty within your organisation. Encourage your customer service team to go above and beyond in every interaction.
- Leverage Technology: Utilise CRM systems and marketing automation to deliver personalised and relevant experiences. Technology can help streamline processes and enhance the customer experience.
- Gather Continuous Feedback: Regularly measure customer satisfaction and gather feedback to identify areas for improvement. This ongoing process ensures that you are always aligned with what customers expect and need.
By understanding the customer journey and creating a customer-centric company, businesses can deliver a seamless and personalised experience that meets customer expectations, drives loyalty, and fosters growth.
