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When looking for a home, buying or renting a property is rarely a simple process.
You search for properties, compare prices, talk to owners, inspect places, prepare documents, negotiate and finally make one of the biggest decisions of your life. Something always goes wrong somewhere in the process.
A listing may not match what you were hoping for. Your inspection was inconvenient. Some details were confusing. You could not find the service you needed, or just think that one thing in the process could be made simpler.
To a listing platform, these complaints are an opportunity.
At NoBroker, customer feedback becomes a chance to improve the experience of the property journey. The thought behind this is simple: listen to what people say, look for patterns and act on what can be changed.
A feedback loop should not be completed at the end of a complaint. The more important question is: what can this feedback teach us?
For instance, if customers complain about a lack of clarity on property information, it is important to consider that this may be an issue beyond a specific listing.
This is where customer feedback can provide a business with an insight.
NoBroker can utilise this information to identify patterns, understand expectations, and explore opportunities for improvement, which would allow for a smoother experience.
Customer experience -> Feedback -> Pattern identification -> Improvement -> Better experience
Which, once again, loops back into the customer experience.
Modern property technology allows businesses to gather feedback across multiple areas, including customer support, reviews, surveys, and service experiences.
Rather than viewing each one as an isolated issue, they can be used to find common themes
Which part of the customer journey causes friction?
What information are customers asking for?
Where is it that customers are getting confused?
What improvements will have the largest impact on a customer?
These insights make feedback valuable and allow companies to utilise it as an opportunity.
In tandem with that, the approach makes it clear that real estate technology is moving away from simply listing properties and more focused on understanding the needs of the users and improving the end-to-end journey.
With an increase in the number of customers comes an increase in the volume of feedback, which, for a company, can be difficult to sort through.
This is where artificial intelligence can assist the process.
AI can be leveraged to identify topics, categorise complaints, and even look for recurring themes.
For a technology-first company like NoBroker, tools such as ConvoZen’s AI - and its Customer 360 platform can make this process more systematic by bringing a customer’s interaction history and context into one view. Customer 360 can help teams understand feedback in relation to previous conversations, identify recurring issues, and provide more accurate resolutions.
Recurring complaints can highlight common problems, and specific feedback can drive improvements in property search and discovery. Therefore, technology matters only in solving a particular customer need.
Discovery is a part of the property journey that can be overwhelming, given the number of factors that must be considered by the customer. From the location to the budget, the type of property and personal preferences, customers will usually shortlist multiple options before zeroing in on one. Feedback can highlight potential areas of improvement in this aspect of the journey.
Users may request additional filters, better information on the properties, or improved recommendations, which can guide the property listing platform when it comes to streamlining the process and making property search easier for the customer.
NoBroker can use this feedback to improve search filters, list the information and recommendations to help property finders find relevant properties and reduce the effort it takes to find a desirable property.
NoBroker’s approach to PropTech goes beyond property discovery by aggregating property search, transactions, home services and other digital services to create an ecosystem in which the user has a connected experience. This ecosystem also enables the company to better understand the interactions between different services and how the overall experience can be improved.
It can be seen as part of this larger customer journey. With this in mind, feedback can show areas of improvement within the product design, support processes, and property services, ensuring a continuous feedback loop.
Collecting feedback and using it are two separate steps.
While a feedback form collects the experience and concerns of the customer, a closed feedback loop means that the information was used to drive improvement.
By using the input of customers to improve products and services, businesses make it possible for customers that reach out to have a positive experience and contribute to the improvement of the platform that future users will utilise. For a property listing platform, this means a better user experience, which, in turn, leads to more customers, more interactions, more opportunities for feedback, and more improvements.
Customer feedback could indicate the need for more specific listings, more convenient finding process, improved verification options, legal assistance or trouble-free loan processing.
For NoBroker, such issues could be crucial in determining the service's key points and developing its services to make all steps in the real estate transaction process as convenient as possible for customers.
Listen, Recognize and Improve.
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