In my previous blog post, I talked about the importance of conducting tenant satisfaction surveys in order to measure the success of your tenant service strategy. In this post I’m looking at tenant surveys in more detail.
If you’re already doing tenant satisfaction surveys then you know how important they are to your overall tenant service strategy. A well-designed tenant survey can help you identify issues that you and your property management team never knew about; they can also provide confirmation that your tenant service strategy is actually working!
While at Marathon and Cadillac Fairview – and now at Eservus – I’ve helped do a ton of tenant surveys, and I’ve learned a lot about what makes for an effective survey process. Based on my experience, here are five features of effective tenant surveys:
- Start with a well-designed survey: This might seem obvious, but you’d be surprised at how many poorly designed surveys are out there. Make sure your survey includes questions that cover all aspects of building operations (security, life safety, elevators, lighting, cleaning, HVAC, parking, outdoor maintenance, environmental, building staff, building services). Make sure you use an unbiased scale; for example, if your survey offers as four possible answers “Poor,” “ Fair,” “Good” and “Excellent,” that’s biased to the positive, since three of the four options can be interpreted as positive. A better scale would be “Very poor,” “Poor,” “Neutral,” “Good” and “Very good.”
- Be sure to measure the importance of building features. If you include a set of questions about how important HVAC, cleaning, security etc. are, you’ll be able to compare importance scores with satisfaction scores. The bigger the gap (i.e. low satisfaction, high importance), the more resources you should focus on addressing those areas. Bonus points if you can guess which building feature usually has the biggest gap between importance and satisfaction. (Hint: it’s HVAC!)
- Communicate the results of the survey back to the tenants: More often than not, tenant surveys are one-way communication, where the tenants answer the questions but they don’t find out what the results are … they’re left to wonder if you’re going to do anything with their feedback. Plan to deploy a communication strategy via your building newsletter or website that summarizes the highlights of the survey. Your tenants will thank you!
- Commit to responding to issues raised by the survey: Like it or not, once you ask the tenants for their opinions, you’re going to raise their expectations that something is going to be done in response to their feedback. So make sure you prepare an action plan that responds to the concerns expressed by the tenants … and communicate it! A lot of issues that the tenants raise can be addressed simply with effective communication. For example, one common complaint we are all familiar with is that the building is too hot in the summer. This is a perfect time to remind the tenants of the importance of using window blinds properly to help control solar load.
- Conduct regular surveys and compare results: The only way you’ll know if your tenants’ satisfaction is improving is if you ask the same questions with the same scale 12 to 18 months later and compare the results. If you have an effective survey tool, communication plan and follow-up strategy, chances are you’ll see consistent improvement year after year.
So if you don’t have a tenant survey process in place, strongly consider launching one. Speaking from experience, I know that it’s one of the cornerstones of a successful tenant service strategy.