Jennifer Staciokas, Pinnacle’s Senior Vice President of Marketing, Training & Revenue Management, was a keynote speaker at the recent Yardi Executive Briefing in Napa, CA for asession titled “The Industry Today: People, Processes and Possibilities for 2018.” This session focused on three sections – today’s customer, today’s technology and today’s talent.
Jennifer set the groundwork for the customer journey and then shared her thoughts on the six most critical wants, needs and expectations that today’s customers desire, including:
- Be Responsive: Customers expect immediate and responsive service in the communication method they prefer (voice, web, chat, email, video and social media).
- Be Consistent: Customer loyalty is built on consistency and is especially important in our industry with multiple locations spread across the country, and in some cases, the world.
- Be Accountable: Customers expect our team members to be accountable when things go wrong and work quickly to fix their problems.
- Be Proactive: Customers expect us to anticipate problems and have contingency plans when things go wrong.
- Be a Problem Solver: Customers expect salespeople to not only solve their problems during the leasing process, but throughout their entire residency as well. The audience was urged to consider if their staffing plans were in alignment with our customer’s expectations.
- Be Innovative: Customers are increasingly expecting predictive and anticipatory service as the norm. It was shared that by 2020, 75 percent of business buyers will expect that companies can anticipate their needs and make relevant suggestions before they initiate contact, while 73 percent will expect that products they purchase will self-diagnose issues and automatically order replacement parts or service. This expectation could be a game changer and have a dramatic impact on how we run our businesses.
Jennifer continued the presentation by discussing today’s and tomorrow’s technology. She shared her thoughts on needs based marketing allowing marketers to turn up or turn off advertising based on demand and exposure; communication channels including Chatbots, text as a lead generation tool, needs based contact centers and automation focusing on personalized messaging; event marketing and technology as an amenity.
Jennifer wrapped up the presentation by focusing on attracting and retaining talent in this very competitive environment. She talked about the top five things team members are looking for in their companies outside of salary.
- Company Culture: According to a Harvard Business Report article by Andrew Chamberlain, chief economist at jobs and recruiting site GlassDoor, the culture and values of an organization takes top spot as a predictor of job satisfaction repeatedly in GlassDoorreviews and surveys – regardless of income level. In the article Chamberlain suggests that once you determine fair pay for a role, you’ll improve your odds of attracting the best talent and keeping the great talent you already have by promoting and refining “positive culture and values” within your business. Jennifer shared the various ways Pinnacle has successfully created a meaningful and rewarding culture for its team members through charity work throughout the country.
- Approachable Leadership: Jennifer shared how important it is for leaders to be approachable at all levels by finding a way to connect both personally and professionally with team members.
- Opportunities for Growth: Jennifer challenged the audience to think of reorganizing or realigning teams to challenge team members by exposing them to new skills and knowledge instead of always thinking traditional promotions are the only answer to growth.
- Work/Life Balance: Jennifer shared Jack Welch’s quote, “There’s no such thing as work-life balance. There are work-life choices, and you make them, and they have consequences.” She shared that in our 24/7 world you need to make choices that allow you to thrive both personally and professionally.
- Meaningful Recognition: Jennifer discussed that recognition needs to connect with the bigger picture, be based on an understanding of the team member’s work, acknowledge the whole person (personal in addition to professional), have the ability to remove barriers and should happen throughout the work experience instead of just in more formal settings.