How Simple Acts of Respect Improve Customer Experience

When it comes to customer experience in homebuilding, it’s not just a program or a set of rules—it’s a way of life. But here’s the catch: builders don’t get to define what customer experience means. That power belongs to the customers themselves. So, what would your customers say about your customer experience culture? Would they compare it to a heartwarming movie like Love Actually or something less favorable, like A Series of Unfortunate Events? This is a question every builder should consider.

Customer Experience is Defined by the Customer

Customer experience (CX) is not about what you say or how you want to be perceived—it’s about how you make customers feel. Whether they compare it to a song like You Are So Beautiful or Bad, it’s their perspective that defines your brand.

I had the profound privilege of speaking at Saint Jude’s Research Hospital, where the customer experience transcends anything you could imagine. What stood out most was how the families of patients spoke so highly about their experience—not because of a program or manual, but because they felt deeply cared for. Families raved about their interactions despite the difficult circumstances they were in. And that’s the goal we should all strive for: creating an experience so remarkable that customers can’t help but talk about it.

Respect as the Cornerstone of Customer Experience

Ultimately, customer experience boils down to one thing: respect. When we deeply respect the people we serve, we actively seek to create the best experience for them. Poor customer experience often reflects a lack of respect. When we respect our customers, we don’t wait for them to come to us with problems. We anticipate their needs and proactively offer solutions.

Let’s take a smaller example, one closer to home. The ushers at the Sacramento River Cats stadium don’t just wait for someone to ask for help. They actively scan the crowd, looking for anyone who seems lost or confused, and offer assistance before they’re even asked. This is the same mindset that builders, construction crews, and trade partners need to adopt. Imagine the impact on customer satisfaction if every team member went out of their way to ensure the customer always felt supported.

The key takeaway here is that customers don’t care if your customer experience initiative is written down in a manual. They care about how they’re treated. When respect is at the core of your interactions, customers feel valued—and that leads to loyalty and trust.

Common Mistakes Builders Make

Unfortunately, many builders miss out on easy wins when it comes to CX. Some mistakes are so simple they become cringe-worthy. Mollie Carmichael from Zonda identifies three common pitfalls that are easy to avoid but frequently overlooked:

1. Technology Overload: Builders are quick to direct customers to their websites. And yes, today’s customers do extensive research online before they ever contact a builder. But once they’ve done their homework, they want to talk to a person. Relying solely on digital communication overlooks the human connection that buyers crave.
2. Answering the Phone: Once customers reach out, they expect a prompt response. Unfortunately, research shows that too often, those phone calls go unanswered. It’s a small but critical misstep that can easily turn interested buyers away.
3. Generational Differences: Customer preferences vary based on age, experience, and how comfortable they are with technology. For some, an email or chat option might suffice, but for others, nothing replaces a phone call. Builders need to understand these differences and tailor their communication accordingly.

Bob Mirman from Eliant adds that many builders are blind to these issues not because they don’t care, but because they prioritize the wrong things. Builders may not pay attention to customer experience in the way experts like Bob and Mollie do, but ignoring these small, fixable issues can have a significant impact on customer satisfaction.

The Power of Communication

Communication is at the heart of customer experience, and it’s often where builders fall short. We’ve all seen the rise of chatbots, emails, and other tech-driven solutions. But here’s what the data shows: the vast majority of customers still prefer to communicate by telephone. And they expect to reach someone quickly—within 30 minutes, ideally. If you’re not responsive, they’ll move on to someone who is.

The disconnect becomes even more apparent when you compare the data on buyers and sales associates. While customers overwhelmingly prefer phone communication, salespeople are more likely to rely on slower, less personal methods like email. It’s a frustrating experience for customers who have spent days researching homes online and are ready to make a decision, only to be met with delays.

A Path Forward for Builders

If there’s one takeaway from all this, it’s that builders can stand out from the competition by simply answering the phone. It’s such a small effort but makes a world of difference. And it’s not just about picking up calls. It’s about genuinely engaging with the customer and respecting their time, their needs, and their preferences.

Understanding how different customers want to communicate and making the effort to meet them where they are can turn a good customer experience into a great one. Whether through phone calls, texts, or in-person interactions, the builders who succeed will be those who prioritize communication and respect above all else.

Respect Leads to Customer Loyalty

At the end of the day, customer experience comes down to respect. When builders respect their customers, they go above and beyond to make the experience seamless and enjoyable. They listen, they communicate, and they meet their customers where they are. And when customers feel respected, they become loyal advocates for your brand.

So, let’s all strive to actively look for ways to help, rather than waiting to be asked. Because in the world of homebuilding, those small acts of respect and service can make all the difference.