Building customer loyalty is important in any industry—including multifamily housing.

In her seminar with the Apartment All Stars on the subject, Alexandra Jackiw, CAPS, President of Milhaus Management, explains how customers communicate their responses to perceived service or lack thereof. Through social media, the impact of poor customer service and how people communicate about it has increased exponentially. Customers have power.

Keep In Mind:

• If you please a customer, she or he will likely tell five people
• If you just do what's expected, she or he will tell no one
• If you torque them off, they will tell at least 11 people
• 20 percent will tell 20+ people and will exaggerate when they do
• 4 percent will complain to you about something 
• 96 percent of unhappy people will not tell you unless you ask

Source: White House Office of Consumer Affairs

Facebook's Influence

150: Average number of Facebook friends

700+: Number of Facebook friends for Millennials