Connecting Your Customer Journey to Your “Digital First” Strategy
We all know a digital-first approach means that every piece of communication, whether textual, visual or tonal, is conducted digitally in preference to physically. It is not a tactical checklist; more an extensive, strategic approach as to how a firm or agent interacts with people.
The surest way to determine if your firm is avoiding such a shortfall is to set out what your typical customer wants and align that with digital capabilities. This is surely a simple exercise, since you know your customers well. Based on our research, here is a summary of a typical customer’s needs (remember that we refer to buyers and sellers loosely as ‘customers’ since essentially they are both party to a sale and are aligned in their pursuit of a transaction).
Sellers
• Want their property to sell at the highest possible price in the shortest possible time
• Want their property to be portrayed in the best possible light
• Expect their property to be highly visible and easily understood
• Want a fair, efficient and pleasant transaction
Buyers
• Expect to be able to find a house that matches their criteria efficiently
• Want a detailed and transparent representation of applicable properties
• Want a fair, efficient and pleasant transaction
