Customer Satisfaction as a Priority
In addition to the financial performance indicators, customer satisfaction is of particular importance to Vonovia as a non-financial performance factor. Our company’s economic success and, in particular, the success of our Value-add strategy are directly linked to the satisfaction level of our customers. We compare our service orientation and customer focus not only with the level of service provided by our competitors within the industry, but also take industries, such as telecommunications or Internet trading, as a benchmark, making the necessary adjustments to reflect our product promise. Since 2016, we have been available to answer all tenant questions and concerns by extending our opening ours from 7 a.m. until 8 p.m. from Monday to Friday and from 8 a.m. until 4 p.m. on Saturdays. In emergencies, our tenants can reach us 24 hours a day, 365 days a year.
We conduct a customer satisfaction survey once a quarter. This survey looks at general customer satisfaction aspects, such as image, loyalty and overall satisfaction, as well as issues relating to customer service, maintenance and conversion work. When discussing internal measures, we focus on the CSI (Customer Satisfaction Index) as a control parameter that provides us with important insights into the perceived satisfaction of our customers and their loyalty to our company. Since we started measuring the index, the CSI has improved continuously.
We also use the CSI as a key parameter for further growth in the area of Value-add Services. After all, the more satisfied our customers are with their main product “living space,” the more likely they are to purchase additional products such as “bathroom modernization in response to tenant requests” and the more open they are likely to be using Vonovia’s services, such as the technical service or the residential environment organization, in general. Satisfaction values observed in other sectors (telecommunications, Internet trading) and for other products show that this area offers further potential that we can exploit. This is why achieving a further gradual increase in the CSI value remains an important internal control parameter of Vonovia.
In addition to the regular surveys, we also conduct ad hoc interviews with our customers at regular intervals for the purposes of internal quality assurance. During these interviews, we gain an insight into how satisfied they are with the manner in which Vonovia handled their last issue. As part of a pilot project, we are also conducting targeted written surveys at a regional level. We aim to use these surveys to allow us to identify even more specific measures for specific regions and the more efficient use of resources in specific neighborhoods, streets or units.
Our regular customer satisfaction surveys cover all of the key stages in the customer relationship: From their first contact with us expressing interest in an apartment to ongoing contact regarding repair reports and their perception of the company as a whole all the way to the the termination of their lease agreement. We want to find out what our customers think of us as a company and what they think of our services. This feedback forms the basis for the ongoing sustainable optimization of our internal processes and further communication with customers.
The company attaches a great deal of importance to customer satisfaction, which is why the survey results have an impact on the variable remuneration of Vonovia managers. This link underscores the close relationship between customer and staff satisfaction, which, from the company’s viewpoint, are mutually dependent.