Using empathy to design better client experiences in strata
Hedley Swann
I help your end user understand the invisible hard-to-explain stuff you do.
A lot of the time we are too close to the problem, or know too much, or assume knowledge based on our own level of expertise.
You’re an expert in strata. That’s good. That expertise is what committees need.
That experience and expertise can also make it very difficult to remain “client centric” in your communication.
Being client centric comes down to seeing the world from the point of view of your target audience.
Empathy is used to describe this quality.
I’m quite certain you understand the challenges and points of view committee members can have. You’ve seen (and dealt) with it all.
Practically applying that empathy is another thing entirely.
That’s what I mean by being client centric; having the ability to empathise with your target audience and then design and action client experiences to match.
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Let me give you an example.
Ever had an owner question “your fees”, only to realise they believe the entire levy goes to your firm?
I bet you have.
How many times have you had to explain that your management fee is only a fraction of the Administration Fund line item on their levy invoice?
Why?
Well, what was the owner’s experience?
They opened a letter from your firm.
In that envelope was an invoice for their entire levy.
What’s on the top left of that invoice?
Your logo. Your contact details.
The levy is a bill. From you.
Would we provide a better client experience if the top left of the levy invoice had the name (or even logo) of the owner's strata scheme?
Would that simple change make it clearer (without constant ‘education’) that this invoice is for their building, not the manager?
Instead of constantly trying to plug round holes with square pegs, we can meet our audience where they are and provide client centric experiences that make their lives (and ours) easier.
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