Most discussions of the Customer Portal focus on why a customer would want it. We now have a common appreciation of why a client would want this service from their builder; they have expectations set by the constant streams of information from social networks like Facebook. Information for a client should be available at all times, to fit their schedule, and you should have the ability to add queries and issues to get them “off the chest” instead of festering until Monday morning.
The less common question is why would a builder want a customer portal? What advantages does it offer them, in addition to the more controlled and delayed methods currently used?
Control the information that is out there
Information is now shared over the Internet whether you, the builder, like it or not. Photos are taken at any time, of anything, and then shared on social networking sites. This can lead to a lack of control over what is put into the public domain regarding your company. A customer portal can give that control back to the builder by facilitating easy sharing, which means the easiest way for a customer to share photos is by using photos you’ve chosen to share with them. While providing the tools to share information in a controlled way, you will also have an additional opportunity to boost your brand with this information.
promote social marketing
Allowing easy sharing of information across social platforms promotes your brand in the social marketing sphere by providing validation and publicity for your brand. A customer portal should not just be a static tool, but also a marketing tool for all your customers and their connections.
Provide information without requiring valuable resource time
A dynamic client portal will serve a large proportion of the progress queries currently coming into your office, allowing staff to do more proactive, higher-value work. Facilitating communication through the Client Portal encourages the client to first check here for information and then, if necessary, get in touch, ensuring that simple queries are filtered out first.
Promote understanding of the process.
Building a house is a very complex process and therefore it is difficult to articulate to a client the complexities of what is being done and when. Providing context sensitive information to the customer educates the customer with the right information at the right time. this helps to ensure that the client appreciates the process and avoids misunderstandings regarding the progress of the building or the technical details of the construction. Educating about upcoming decision-making also ensures clients are ready and prepared (eg, selections, contract signings, etc.).
Collection of quality information
A customer portal is not just an opportunity to present information, it should also make it easy to gather information, and doing so can ensure you get the right information in a way that is easily actionable. The simplest example is the ability to create supervisor or client liaison messages containing questions or statements. At the more complex end, it may involve collecting maintenance issues and providing the ability to make selections online. Collecting information in this way allows a customer to provide the information at any time, while also making it easy for you, the builder, to act on it.
Builders are already doing it
There are many builders that already offer a customer portal, with various levels of functionality. The differences in the construction companies that provide this service show that it is not exclusive to the largest companies.
Houses in Burbank – http://www.youtube.com/watch?v=NICskDdwhMA
Gemini Houses – http://www.youtube.com/watch?v=vcYj0GHgX2g
Metricon Houses – My metric
Houses in Porter Davis – 24sevenvideo on the porter davis website
conclusion
In short, looking at customer portals from a builder’s perspective gives us a new perspective and really articulates why it doesn’t just work from a customer’s point of view. They can be invaluable tools for protecting and promoting your brand, while ensuring operational efficiency throughout the creation process.