In October, Legal & General Homes landed the Customers at the Heart of Everything gong at the 2019 UK Customer Experience Awards. Here, the firm’s Sales & Marketing Director Denise Stewart writes for CXM on why quality Customer Experience is an essential foundation for today’s housebuilding sector…
Buying a home is an emotional experience.
The process can take months, and for most people it’s the most expensive purchase they’ll make in their lives. Expectations, quite rightly, run high – and even more so when buying a new-build home. After all, people expect brand new clothing to be more durable than second-hand, and a new car to work better than one with 100,000 miles on the clock.
This is no different.
When Legal & General Homes entered the housebuilding sector in 2017, we wanted to make the buying experience as enjoyable, exciting, and stress-free as possible and to make new-builds the preferred option. It was a no-brainer that excellent customer service would be a huge part of our vision.
Customer service became one of the four key pillars which underpin the way we work, along with quality, social value, and sustainability. We took a proactive approach to CX so that we could get things right from the off, evaluating each step of a person’s home-buying process from the moment they first consider moving to the days and weeks after they’ve got their keys.
Most importantly, by doing so we could identify the most challenging times for customers when buying a new home and work hard to make them into something positive.
We are making our vision a reality. Every home we build is a home we would happily live in ourselves and every customer who walks through our doors is treated like a member of our own family. This spirit is championed at every level of the organisation.
There are no hidden costs; each home has the latest technology like Hive smart thermostats and energy-efficient Bosch appliances included as standard, as are the carpets, tiles, and lawns. There’s no hard sell, and our doors are open for anyone to have a look around regardless of the stage they’re at in the buying journey.
Our ‘meet the builder’ breakfasts give customers a chance to mingle with their new neighbours and ask our teams about their new home as it is being built. Then, on moving in, each customer has access to a handyman for a day – someone to help hang their curtains, put up shelves, and turn a house into a home.
They also all receive a free iPad on arrival, with pre-installed ‘how to’ videos and manuals, and we can arrange for fibre optic broadband to be wired into every property from day one – so that they can get settled in straight away.
For us, it’s about the little things that collectively make a huge difference, and by taking a holistic approach we can keep customer service front of mind for all our employees. Though there is always more work to be done we believe our efforts are getting results: to date, 100 percent of Legal & General Homes customers completing the NHBC New Homes Survey have said they would recommend us to a friend.
We want to look outwards and be known as a CX leader irrespective of sector. That’s why entering the UK Customer Experience Awards was so important and taking home the Gold Award in the Customers at the Heart of Everything category means the world to us.
As the first housebuilder to win one of these prestigious awards we’re making a positive statement that challenges the perception of the new homes industry and underlines our commitment to providing an exceptional experience for our customers.