Mastering Customer Follow-Up: Insights from Global and Extra Space Storage

Maximizing Your SpareFoot Listings - Lessons from Global Storage and Extra Space Storage

Merely listing your facility on customer acquisition sites like Sparefoot doesn't guarantee conversions. To truly succeed, consistent follow-up and valuable customer interactions are crucial. By delving into the reservation and follow-up processes of two storage facilities, Global Storage in East Hampton and Extra Space Storage in Avon, CT, we can gain a deeper understanding of what works and what doesn't, empowering us to take control of our strategies.

The following picks up when a customer reserves a unit on Sparefoot.com.

The Importance of Immediate Confirmation

Global Storage:

• Issue: Customers do not receive an immediate confirmation email after making a reservation. This lack of immediate feedback leaves customers uncertain about their reservation status and next steps.
• Impact: Uncertainty can lead to frustration and potential abandonment of the reservation.

Extra Space Storage:

• Best Practice: Send a confirmation email within two minutes of booking. This email includes all necessary details, such as the reservation number, facility address, move-in date, rental rate, and next steps.
• Impact: Immediate confirmation reassures the customer, sets clear expectations, and builds trust immediately.

Lesson: Implement an automated confirmation email system. It’s a small step that significantly enhances the customer experience by providing reassurance and clear information immediately after the reservation.

Consistent and Multi-Channel Communication

Global Storage:

• Issue: Follow-up is limited to voicemails. Over four days, the customer received multiple voicemails from the facility attendant, expressing increasing urgency and frustration due to the lack of response.
  • June 19, 11:53 AM: Initial voicemail requesting a callback.
  • June 20, 9:13 AM: Follow-up voicemail attempting to confirm reservation.
  • June 21, 10:14 AM: Urgent voicemail indicating potential removal from the reservation list.
  • June 22, 2:02 PM: Final voicemail assuming the customer is no longer interested.
• Impact: Sole reliance on voicemails, inconsistent phone numbers, and increasing urgency create a negative customer experience and potential confusion.

Extra Space Storage:

• Best Practice: Utilizes a multi-channel communication strategy, including emails, voicemails, and text messages.
  • May 22, 9:47 AM: Confirmation email with reservation details. This email includes the reservation number, facility address, move-in date, rental rate, and next steps.
    • Tone: Professional and welcoming.
  • May 22, 9:49 AM: Voicemail from Drew confirming the reservation and requesting a callback at (860) 598-4899.
    • Tone: Courteous and reassuring.
  • May 22, 9:55 AM: Follow-up email from Drew reaffirming the reservation and addressing a potential phone number discrepancy.
    • Tone: Proactive and detail-oriented.
  • May 22, 5:37 PM: Text confirmation, reiterating the reservation details and offering instructions for any queries or changes.
    • Tone: Informative and concise.
  • May 23, 9:54 AM: Second follow-up voicemail from Jennifer, confirming the previous voicemail about the 5x10 non-climate unit reservation.
    • Tone: Persistent yet friendly.
  • May 24, 1:30 PM: Rapid Rental email offering an expedited rental process option. Provides a link to complete the rental process online.
    • Tone: Convenient and customer-centric.
  • May 25, 1:30 PM: Move-in preparation email providing detailed information about facility features and cleanliness.
    • Tone: Informative and reassuring.
  • May 25, 2:00 PM: Reservation update email confirming that the storage unit is ready and emphasizing commitment to customer satisfaction.
    • Tone: Encouraging and supportive.
  • May 26, 9:30 AM: Final reminder email listing items to bring and instructions for accessing the facility and unit.
    • Tone: Helpful and anticipatory.
  • May 29, 9:02 AM: Move-in day email reminding the customer with the facility address, move-in hours, and contact information.
    • Tone: Supportive and precise.
  • May 29, 9:31 AM: Reservation cancellation email notifying the customer that the reservation has been canceled and offering assistance in finding an alternative storage location.
    • Tone: Professional and accommodating.
  • Strengths:
    • Systematic and multi-channel communication ensures comprehensive customer engagement.
    • Consistent and clear instructions at every stage of the process build trust and facilitate a smooth customer experience.

Lesson: Develop a multi-channel communication plan. Ensure your follow-ups are consistent and spread across various platforms to reach customers more effectively and maintain a positive, informative tone.

Providing Valuable Information

Global Storage:

• Issue: The voicemails focus solely on requesting a callback and expressing urgency, with little valuable information about the facility or the reservation process.
• Impact: Customers may feel pressured and uninformed, leading to a negative perception of the service.

Extra Space Storage:

• Best Practice: Each communication provides valuable information, from reservation details and facility features to move-in preparation and Rapid Rental options.
  • Emails detail what to expect, how to prepare for move-in and facility features.
  • Voicemails and texts are courteous, providing clear instructions and helpful reminders.
• Impact: Informative communications build customer confidence, enhance satisfaction, and streamline the move-in process.

Lesson: Ensure all communications are informative and helpful. Provide details about the facility, reservation process, and what customers should expect next. This approach reassures customers and prepares them for a smooth move-in experience.

Recommendations for Improving Follow-Up Processes

1. Automate Immediate Confirmation:
   • Implement an automated system to send a confirmation email immediately after making a reservation. Include all relevant details and next steps to set clear expectations.
2. Adopt a Multi-Channel Approach:
   • Follow up with customers using emails, voicemails, and text messages. Ensure consistency in the information provided across all channels to avoid confusion.
3. Provide Valuable Information:
   • Each communication should offer valuable information, not just request a callback. Detail what customers can expect, how to prepare, and the features of your facility.
4. Consistency in Contact Information:
   • Ensure all contact information provided in communications is consistent. This builds trust and avoids confusion.
5. Regular Follow-Ups:
   • Schedule follow-ups at regular intervals. For instance, follow up within minutes, hours, and days after the reservation to keep the customer engaged and informed.

Conclusion

The case studies of Global Storage and Extra Space Storage highlight the critical role of consistent follow-up and informative communications in converting online reservations. While Global Storage's approach led to customer frustration and confusion, Extra Space Storage’s methodical and customer-centric strategy ensured a smooth, satisfying customer journey.

For storage facility managers, the lesson is clear: signing up for SpareFoot is just the beginning. To convert reservations into satisfied customers, invest in a robust follow-up process that engages, informs, and reassures customers at every step of their journey. Implementing these best practices will improve your conversion rates and enhance overall customer satisfaction and loyalty.

🔒📚 Hi! I'm Eric Manning, a self-storage operations nerd, and lifelong learner. 🗝️ My articles blend industry know-how with a dash of humor and wisdom. Whether you're a storage newbie or a pro, join me as we explore the world of storage, one witty insight at a time! 📦😊🔑