Associated Estates Realty Corporation
Associated Estates has succeeded and grown over the years in part because of our commitment to superior resident service. Our mission statement reflects that commitment in writing, and our consistently high occupancy levels and low resident turnover rates are daily evidence of a commitment to service. In 1997, the average economic occupancy was 94 percent while at the same time our turnover rate was approximately 49 percent, well below the national average of 65 percent.
In late 1997, a 24-hour maintenance guarantee was rolled out at 12 of the Company's properties. The money-back guarantee, which refunds a portion of a resident's monthly rent for each day or portion of a day that goes by after 24 hours from submission of a written maintenance request with no response, will be implemented throughout the market-rate portfolio during 1998. To date, the 24-hour response time has been met or exceeded on 99 percent of the service requests. The Company also takes a proactive approach to maintenance through its STAR (Service To All Residents) program and through quarterly telephone calls to residents to inquire about their service needs.
We have found that our residents basically have four simple needs: a clean, well-kept environment; prompt, courteous service; the consistent application of community policies; and good neighbors. It is our job to not only give them what they expect, but to exceed their expectations.
Our approach to customer service is to hire and train the best people in the industry to offer and deliver first class service to our residents. Quality customer service begins with hiring people who have a positive attitude and who understand the role he or she plays in providing customer service. It is then our role as a company to ensure that all of our employees are properly educated and well trained with regard to what it takes to keep our apartments full and provide quality service.
For example, effective telephone techniques represent a critical aspect of providing outstanding customer service in our business. Employees are trained to listen effectively by visualizing what they are hearing, asking plenty of questions, and confirming the facts. Telephone training is being extended to all property personnel, including maintenance employees, service technicians and general laborers. Weekly team meetings at each property focus on customer service issues and how to improve service to the residents. External training programs are also utilized as appropriate. For example, in 1997 several employees participated in "The Disney Keys to Service Excellence," a professional development program of Disney University.
The following stories represent "ordinary" efforts by employees that produce "extraordinary" customer service results day in and day out:
- A service technician at a Cleveland property treats the elderly residents at the property "the same way he treats his mother." He'll take packages to their suites and watch out for them when they are walking outside, in case they fall. Employees radio each other when the resident safely reaches his or her final destination.
- A laborer at a government- assisted family property helps maintain the curb site across the street as well because it makes the entire street, including "his" property, look good.
- A housekeeper at a Cleveland-area property found out that a vacationing resident was stranded at the airport without a ride home. The employee drove to the airport on her lunch hour and picked up the resident.
- A financial analyst from the main office, while visiting one of the properties, helped a resident jump start his car.
With thousands of customers coming through our doors annually, it is important for us to provide quality service and retain current residents.
Back To Our Table of Contents | Back To Our Corporate Listings