Apartment News - September 2013

Page 9

ArizonA Multihousing AssociAtion

Top 10 Apartment Resident Customer Satisfaction Complaints J Turner Research study reveals three out of top five complaints directly related to customer service A leading marketing research firm exclusively serving the multifamily industry, J Turner Research, recently announced a ranking of the top 10 apartment resident complaints, as revealed in an analysis of 10,000 customer satisfaction surveys completed over the past two years at communities nationwide. According to the analysis, apartment residents are most likely to complain about rental rates more than any other issue. In fact, rent rates were more than twice as likely to be mentioned compared to concerns over pet waste, which perennially rank high in renter dissatisfaction. Additionally, rent prices were almost three times more likely to be highlighted by disgruntled residents than noise, which did not even crack the top 10: Top 10 Multifamily Apartment Resident Complaints: 1) Rental rates 2) Poor grounds/common area upkeep 3) Disorganized staff/lack of communication with staff

4) Quality of response to maintenance five complaints. “Apartment residents remain requests 5) Overall customer service of man- concerned with a broad range of customer satisfaction issues but far and agement staff 6) Quality of parking/parking avail- away the immediate opportunity to improve customer service and resiability 7) Concerns over security/safety/ dent satisfaction levels is by addressing dissatisfaction lighting with onsite staff re8) Lack of upgraded amenities “...Rent prices were sponses to resident concerns,” said J 9) Pets not on leash/ almost three times Turner Research poor pet waste reJoseph moval more likely to be high- president Batdorf.” J Turner 10) General lack of preventative lighted by disgruntled Research tracked more than 19 difmaintenance residents than ferent types of complaints as part Renter comnoise. . .” of our examination plaints regarding of customer service rates could signify surveys and the rea broader softening in rent fundamentals, which have sults were unequivocal: resident reenjoyed a relatively steady rebound lations with apartment community since the beginning of U.S. economic staff are one of the key focus areas recovery from the Great Recession. resulting in concerns that ultimately Following rental rates, residents are impact community reputation manalso most likely to be concerned with agement and online ratings and reon-site customer service from both views.” Another area where apartment management and maintenance staffs, an issue mentioned in three of the top owners and managers can likely

make an impact on customer satisfaction is by completing any deferred maintenance, appliance upgrades, or amenity and common-area improvements, particularly when it comes to how a community’s curb appeal ranks on online ratings and reviews. “We’re certainly beginning to see an industry-wide pattern where communities with the highest levels of customer satisfaction also benefit from the best online ratings and reviews,” said Batdorf. “As reputation management strategies in multifamily continue to evolve, ongoing measurement of customer satisfaction (and dissatisfaction) remains a critical tool for evaluating the effectiveness of initiatives designed to improve customer service.” q About J Turner Research: J Turner Research specializes in developing and executing innovative and affordable research services for multifamily owners/operators of both student and conventional apartment communities. For more information, or the latest research results, please call (281) 558-4840 ext. 300 or visit www.jturnerresearch. com.

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