Establishing Standards and Delegating Tasks: Key to Exceptional Customer Service.

Providing excellent customer service is a cornerstone of success for any real estate organization. It is the most important factor in building a strong reputation and earning long-term customer loyalty. In the competitive real estate business world, merely meeting customer needs is no longer sufficient; exceeding expectations and delivering an exceptional experience that leaves a lasting positive impression is required. To achieve this, setting standards and delegating tasks emerge as fundamental pillars, ensuring service quality and consistency, regardless of team size or operational complexity.

The concepts of setting standards and delegating tasks are not merely simple administrative practices; they are built on well-established scientific foundations in the fields of management, organizational psychology, and process engineering. For example, setting standards relies on the principles of Total Quality Management (TQM), which emphasizes the importance of defining clear and objective performance metrics to ensure the highest levels of quality. Delegation of tasks is based on modern leadership theories that emphasize empowering employees and distributing responsibilities to increase productivity and improve performance. Furthermore, understanding customer psychology and expectations plays a crucial role in determining appropriate standards for delivering excellent customer service.

This chapter aims to explore the close relationship between setting service standards, delegating tasks, and their impact on customer service quality in the real estate field. It will analyze how to define clear and specific standards for all aspects of customer service, from quickly responding to customer requests to managing complex negotiations. The process of delegating tasks effectively will also be discussed in detail, focusing on selecting suitable employees, providing the necessary training and support, monitoring performance, and providing continuous feedback. In addition, the importance of building clear work systems that ensure service consistency and repeatability, regardless of the employee providing it, will be highlighted.

1. Importance of Defining Standards in Real Estate customer service❓

Standards in customer service are a set of metrics and specifications that define the expected and acceptable level of performance in all aspects of interaction with customers. These standards include:

• Response Speed: The time taken to respond to customer inquiries.
• Communication Quality: Clarity of information provided, professionalism in dealing, and the ability to understand customer needs.
• Efficiency: Accomplishing required tasks accurately and on time.
• Flexibility: The ability to adapt to different customer needs and provide customized solutions.
• Commitment: Fulfilling promises and obligations to customers.

Customer satisfaction is closely related to standards. The higher the standards and the more they are adhered to, the greater the customer satisfaction and loyalty to the real estate agency. This relationship can be expressed as:

Customer Satisfaction (CS) = actual performance❓ (AP) / Customer Expectations (CE)

If Actual Performance (AP) exceeds Customer Expectations (CE), then Customer Satisfaction (CS) will be high, and vice versa.

Related theories:

• Expectancy Theory: Customer satisfaction depends on the extent to which the actual service experience matches their prior expectations.
• SERVQUAL Model: Identifies five dimensions of service quality: reliability, assurance, tangibles, empathy, and responsiveness.
• Equity Theory: Compares what the customer gets (outcomes) with what they provide (effort and costs), and compares it to what others get.

Examples of specific standards in the real estate context:

• Responding to customer inquiries via email within a maximum of two business hours.
• Conducting property viewings with potential clients within 24 hours of their request.
• Providing regular reports to clients on the real estate market situation and the progress of the sale/purchase process.
• Maintaining a high level of professionalism and friendliness in all interactions with customers.
• Ensuring the accuracy of information provided to customers and updating it continuously.

2. Delegation of Tasks: An Art and a Science

Delegation is the process of transferring the responsibility❓ and authority needed to accomplish a specific task from one person (the manager or real estate agent) to another (a team member). Delegation does not mean abandoning full responsibility, but rather empowering others to perform tasks under supervision and guidance.

Principles of effective delegation:

• Choosing the right person: Tasks should be delegated to people who have the necessary skills, knowledge, and abilities to accomplish them successfully.
• Clearly define goals and expectations: The goals and expected outcomes of the delegated task should be clearly defined, specific, and measurable.
• Provide the necessary resources and support: The delegatee should be provided with the resources, tools, and support necessary to accomplish the task successfully.
• Define the limits of authority and responsibility: The scope of the delegatee’s authority and responsibilities should be clearly defined.
• Provide ongoing guidance and feedback: Ongoing guidance and feedback should be provided to the delegatee, and necessary support should be provided when needed.
• Follow-up and evaluation: Progress should be monitored and final results evaluated to ensure that the defined goals are achieved.

Benefits of Delegation:

• Increased Productivity: Delegation allows the real estate agent to focus on strategic tasks with high added value.
• Development of Team Member Skills: Delegation provides opportunities for team members to develop their skills and abilities.
• Improved Service Quality: Effective delegation can provide better customer service by distributing tasks to the people who are most qualified for them.
• Increased Job Satisfaction: Team members feel appreciated and trusted when tasks are delegated to them, which increases their job satisfaction and loyalty to the agency.
• Building a Strong Team: Delegation helps build a strong, collaborative team that is capable of achieving common goals.

Delegation Model:

Manager/Real Estate Agent (Delegator) –> Task –> Employee/Team Member (Delegatee) –> Results

Examples of task delegation in the real estate context:

• Delegating the task of preparing real estate marketing offers to an administrative assistant.
• Delegating the task of scheduling property viewings to an appointment coordinator.
• Delegating the task of responding to initial customer inquiries via phone or email to a junior real estate agent.
• Delegating the task of managing the agency’s social media accounts to a digital marketing specialist.

3. Integration Between Defining Standards and Delegating Tasks

Defining standards and delegating tasks are integrated processes that reinforce each other. Delegation cannot be effective without defining clear standards for expected performance. Similarly, defined standards cannot be achieved without delegating tasks to the appropriate people and empowering them to perform them.

The importance of training and qualification:

Team members should be provided with the necessary training and qualification to ensure that they are able to meet the defined standards and perform the tasks delegated to them successfully.

The Role of Technology:

Technology can be used to simplify the process of defining standards, delegating tasks, and tracking performance. For example, Customer Relationship Management (CRM) software can be used to record and track interactions with customers and ensure compliance with defined standards.

Performance Measurement and Continuous Improvement:

Performance should be measured periodically and results evaluated to identify areas that need improvement. The process of defining standards and delegating tasks should be flexible and adaptable to changes in the market and customer needs.

4. Overcoming Common Obstacles in Delegation

Fear of losing control:

The fear of losing control is one of the main reasons that prevent managers and real estate agents from delegating. To overcome this fear, focus on clearly defining❓ goals and expectations and providing ongoing guidance and feedback.

The belief that “no one can do the tasks like me”:

This belief is often incorrect. Managers and real estate agents should be willing to train and qualify team members and empower them to develop their skills.

Lack of trust in team members:

Trust should be built between managers/agents and team members through open and transparent communication, and providing support and encouragement.

Lack of clear systems and procedures:

Clear systems and procedures should be put in place to facilitate the delegation process and ensure compliance with defined standards.

5. Case Studies and Practical Experiences

(Presentation of a real-world case study of a real estate agency that implemented an effective delegation system and how it improved customer service and increased productivity).

(Presentation of real-world examples of practical experiences in the real estate field on how to delegate tasks successfully and how it led to positive results).