Richard Megson, managing director at ASAP
Analysis of 2,000 Trustpilot customer reviews finds communication, proactive support and human ownership are key to a positive customer experience.
Simply keeping customers updated may not be enough to deliver a positive customer experience, according to new analysis of 2000 Trustpilot customer reviews by sales progression specialist, ASAP.
ASAP analysed customer reviews from the past two years to understand which aspects of the experience people most frequently valued when navigating the complex and often stressful process of moving home.
Communication and regular updates emerged as the dominant theme, mentioned in 82% of reviews. However, the findings suggest customers value more than simply receiving information: three quarters (75%) praised proactive chasing and efforts to keep their transaction moving.
Approximately six in ten reviews also referred to reassurance, reduced stress or making the overall experience easier.
The findings point to a wider distinction between keeping a customer informed and actively managing their experience. Customers valued knowing what was happening, but also having someone anticipate what needed to happen next, take action when issues arose and provide reassurance throughout the process.
Richard Megson, managing director at ASAP, said:
“There’s a tendency to think good communication means giving customers more updates, but our analysis suggests it’s much more nuanced than that.
“Customers want information, but they also value action. They want to know that someone understands their individual situation, is anticipating what needs to happen next and will take ownership when something needs resolving – helping to move their experience forward.”
The importance of human ownership was another recurring theme within the reviews, with customers valuing having a clear point of contact who could coordinate different parties and provide reassurance when complications arose.
Megson added:
“The opportunity is to use technology to remove unnecessary friction while allowing people to focus on the areas where human intervention adds most value – understanding an individual’s circumstances, anticipating problems, providing reassurance and taking responsibility for getting something resolved.”
About ASAP
Established in 2014, Complete ASAP (ASAP) Ltd is a national sales progression solution. The vision was to speed up the conveyancing process and get everyone moving faster, and the company has honed an innovative approach which has reduced transaction times by up to eight weeks*.
Since its launch, the business has grown consistently in size and turnover. Working with property professionals nationwide, ASAP counts estate agents, IFAs, mortgage brokers and auctioneers among its customers.
Complete ASAP is a fully-managed service, from the moment of listing until completion. The services that sit within it include:
- Instruct ASAP – recommended solicitors handpicked by ASAP
- Comply ASAP – optional extras to stay compliant, including Buyer Information Packs and Enhanced AML electronic checks with biometric facial recognition
- Progress ASAP – a dedicated sales progressor, real-time 24/7 case checking
*Compared to the industry average