Insight Case Studies
British Council of Shopping Centres/PMA - mall commercialisation researchBritish Land - Authentic Communication Award
British Land - corporate responsibility research
British Land - post occupation audit at 201 Bishopsgate
British Land - retailer satisfaction study at Nugent Shopping Park
British Land, Europe - first retailer satisfaction study
Capital Shopping Centres - retailer satisfaction measurement programme
Lend Lease - investor perception study
SEGRO - second occupier satisfaction study across Continental Europe
Stanhope - client perception study
British Council of Shopping Centres/PMA - mall commercialisation research
Business challenge:
Commercialisation is a fast-emerging professional specialism within the retail property industry yet very little research existed into this contentious subject.Our role was to spearhead a pioneering research project that examined the views of a wide range of groups involved in and affected by mall commercialisation. The aim was to gain a better understanding of the benefits and drawbacks of commercialisation and to explore how best practice in mall commercialisation can be defined and applied by the industry.
How we helped:
Working closely with the client and Steering Group, we started by drawing together the views of a wide range of interested parties - retailers, owners and shoppers - to help the client clearly define the brief and scope of the project.Working to a tight timeline, we brought together people from the various special interest groups to flush out the major issues and priorities.
Our next move was to bring representatives of the different groups together in a structured Discussion Forum during which the issues and challenges were debated in more depth, taking the needs of the different parties into account.
The final stage was to analyse the results and present the findings in the form of a new guide for retailers and property professionals that looks at how to introduce commercialisation activities in a way that works for everyone involved.
Results and benefits:
Our research revealed that retailers and property owners have a common interest in making sure that commercialisation activities bring fresh activity and interest to shopping centres.The final report, entitled Mall Commercialisation: 'An Introductory Guide for Retailers and Property Professionals', was launched to high acclaim at the BCSC's 09 conference in Manchester.
In addition to the report, we were instrumental in putting together a 10-point checklist for centre managers or commercialisation mangers to use when introducing commercialisation activities.
What our client said:
Davinder Jhamat, BCSC Knowledge & Research Manager, said: "An excellent piece of research is governed by the sum of its parts - the conception of an interesting idea, the expertise of participants supporting the project, and the quality of consultant appointed to undertake the work. It is my pleasure to have managed RealService on the joint BCSC and PMA groundbreaking research; Mall Commercialisation: An Introductory Guide for Retailers and Property Professionals."To have entrusted RealService with this project has been fruitful in bringing this contentious issue to the fore in the retail property industry, enabling mall commercialisation to be discussed in a new arena. Managing such professionalism at RealService has been both invigorating and rewarding and I look forward to working with this expertise in the future."
How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
British Land - Authentic Communication Award
Business challenge:
To find out what British Land's retail and office occupiers really think of the company and its approach to business; to identify what it can do to improve; and to measure the impact of any improvements introduced on occupier satisfaction over time.How we helped:
RealService carried out three occupier satisfaction surveys for British Land - in 2005, 2007 and 2009. These involved our consultants conducting telephone interviews with retail property directors, senior members of facilities management teams and personnel responsible for service charges and sustainability. On the offices side, telephone interviews were carried out with chief operating officers, property directors and senior facilities management personnel. Quantitative and qualitative feedback was gathered and recommendations for improvements made.Results and benefits:
The three studies have revealed how customers rate British Land and its managing agents across a range of areas including communication, responsiveness and understanding of occupier needs; how levels of satisfaction compare to the industry average; what priorities for improvements have been identified by customers; and how occupier satisfaction has changed over time.Furthermore, publication of the 2009 survey results online (www.britishland.com/occupierssurvey2009) - featuring both positive and negative feedback - resulted in British Land being highly commended for 'authentic communication' in the Ethical Corporation's prestigious Responsible Business Awards 2010.
The authentic communication award recognises a campaign by an organisation that demonstrates 'convincing communications beyond simply reporting' and which is considered 'trustworthy, convincing and genuine' by the intended audience.
What our client said:
British Land's Justin Snoxall says: "The 2009 occupier satisfaction survey was welcomed by our customers as being trustworthy, convincing and genuine. It represents a convincing communication that goes beyond simply reporting - by starting with dialogue and continuing into action."How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
British Land - corporate responsibility research
Business challenge:
To independently research stakeholder opinion on British Land's Corporate Responsibility programme to help the company shape the programme going forward.How we helped:
British Land, the UK's second largest Real Estate Investment Trust, puts high importance on its Corporate Responsibility (CR) programme, one of the most comprehensive within the industry. RealService conducted a study to explore the views of a cross section of stakeholders affected by the programme. These included British Land employees, suppliers, city analysts, managing agents and contacts within the community, local government and central government. The format involved two 1.5-hour focus groups with British Land executive and non-executive staff and 55 personal telephone interviews with other stakeholders. Questions covered British Land's approach to CR, communication on CR issues, future CR priorities, British Land’s perceived performance in CR and the impact of its CR performance.Results and benefits:
The study gave British Land a clear picture of how its CR programme is perceived by those impacted by it and how they feel the programme should be best shaped going forward.What our client said:
Justin Snoxall, Head of the Business Group for British Land, says: "Our Corporate Responsibility programme is of great importance to our organisation. The RealService research provided us with some really interesting feedback from a raft of stakeholders about all aspects of the programme and how they feel we should be directing our resources in the years to come."How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
British Land - post occupation audit at 201 Bishopsgate
Business challenge:
To help British Land examine how occupiers rate the whole experience of leasing and occupying space at 201Bishopsgate and in so doing demonstrate that British Land is willing to listen to and learn from occupiers and to build long-term relationships with them. The aim of the study was also to gain feedback that would help British Land to fully understand and to meet the needs of occupiers of future developments.How we helped:
We conducted a post occupation audit that involved a series of personal interviews and with senior executives and facilities managers of occupier organisations and following this we conducted a focus group with some of the staff working in the building. Respondents were asked for their views on a range of topics including reasons for choosing the building, the leasing process, the moving in experience, building quality, relationships with British Land and its service partners and contractors and sustainability.Results and benefits:
The study provided important feedback about occupiers' impressions of British Land and its service partners and contractors and how they felt relationships and service levels could be improved. The study also revealed insights into what occupiers particularly valued at 201 Bishopsgate and generated some useful learning points for future developments.What our client said:
How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
British Land - retailer satisfaction study at Nugent Shopping Park
Business challenge:
To determine levels of retailer satisfaction at the newly built British Land-owned Nugent Shopping Park, Orpington, Kent, and make recommendations as to how customer service can be improved. To measure the difference in retailer satisfaction after wide-sweeping improvements are made.How we helped:
A RealService post-occupation retailer satisfaction study at Nugent Shopping Park in 2007 revealed that retailers wanted British Land to make significant improvements in a number of areas including security, parking, communication, waste management and advertising. British Land took RealService’s recommendations on board by implementing some wide-sweeping improvement measures. Fourteen months after the first study, RealService conducted a follow-up study comprising nine telephone interviews and five face-to-face interviews with store managers to gauge their level of satisfaction.Results and benefits:
The results of the follow-up study showed that British Land had made significant measurable improvements in occupier satisfaction. While the results indicated what they were doing well, they also highlighted further challenges that British Land needed to address going forwards.What our client said:
Justin Snoxall of British Land says: "The RealService re-study confirmed that we were using resources to best effect and indicated additional areas where we could do better. It also helped us to learn valuable lessons that could be applied to other properties within our portfolio."How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
British Land, Europe - first retailer satisfaction study
Business challenge:
To independently measure the satisfaction of key British Land retail occupiers in France, Spain and Portugal, with the aim of maximising the performance of the European portfolio. Additionally, to identify management priorities for 2010 and provide a baseline for the setting of improvement targets.How we helped:
Our multi-lingual team of consultants conducted more than 40 telephone interviews with key retail occupiers in the countries mentioned. The purpose of the interviews was to find out what retailers really thought about their properties and their relationships with British Land and the service that they receive.Results and benefits:
The study provided British Land with a baseline measure for the setting of improvement targets for its European operations going forwards. The results also enabled performance comparisons to be made between the various countries and highlighted clear opportunities for improvement. British Land was also able to compare the customer service performance of its European portfolio with that the UK.What our client said:
Alfonso Cuesta Castro, Fund Manager and Head of European Asset Management for British Land, says: "The study has enabled us to identify opportunities to improve, at the same time highlighting examples of best practice that we can introduce across our portfolio to raise performance."How to find out more:
Contact Howard MorganTel: 020 7887 6155
Email: howard.morgan@real-service.co.uk
Capital Shopping Centres - retailer satisfaction measurement programme
Business challenge:
To establish a retailer satisfaction measurement programme across CSC's 10 UK shopping centres that would be cost effective and provide the company with the tools with which to drive service improvement.How we helped:
An annual survey of retailer satisfaction at shopping centre level began in spring 2008 with a pilot, which proved the effectiveness of the methodology chosen and the customised reporting required .The programme was rolled out during autumn 2008 across the portfolio which includes MetroCentre, Gateshead and Lakeside, West Thurrock.Results and benefits:
The survey programme has enabled CSC to identify whether service is being provided to retailers in a consistent way across the portfolio and to spot high achievers. Centre management teams are now working with the survey results to produce customised action plans using the RealService Action Management Trakker software.What our client said:
CSC Operations Director, Trevor Pereira, said: "We chose to work with RealService because they had a track record of experience in the property sector and came forward with a practical value for money solution. RealService helped make the whole process painless. The RealService retailer satisfaction survey has really enabled us to focus on what are the priorities for our retail customers and make sure we give them the value for money they are looking for. In the coming year we are looking forward to re-measuring our performance and seeing how our programme to raise service standards is working."How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
Lend Lease - investor perception study
Business challenge:
To find out key investors' perceptions of Lend Lease Investment Management and to measure their satisfaction across a number of key performance areas.How we helped:
We conducted a series of telephone and face-to-face personal interviews with senior individuals from investor organisations. Respondents were asked about their perceived strengths and weaknesses of Lend Lease, the qualities they looked for in an investment manager and their perceptions of Lend Lease's senior and wider teams. Interviewees were also asked about their satisfaction with regard to client service, asset management and property management.Results and benefits:
The feedback helped Lend Lease Investment Management to make a number of important practical changes within the company. The study also proved timely in that it gave Lend Lease vital reassurance to proceed with plans for the business.What our client said:
Lend Lease Investment Management CEO, Tony Brown, says: "We were impressed with the efficiency and speed of the project which has given us invaluable insight as to how we are perceived by our investor base - what we do well and how we can improve. The insights gained have given us confidence to progress our plans for the future development of the business."How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk
SEGRO - second occupier satisfaction study across Continental Europe
Business challenge:
To enable SEGRO to measure changes in perception since the first occupier satisfaction study conducted by RealService in 2008 at business parks and offices owned and managed by SEGRO across Continental Europe; and, in particular, to identify the effectiveness of management actions taken to improve occupier satisfaction since the first study. A further aim was to identify priorities for improvement that would have the greatest impact on customer satisfaction, leasing and retention.How we helped:
Our team of multi-lingual associates conducted 100 telephone interviews with occupiers across seven countries - Belgium, France, Germany, Netherlands, Poland, Czech Republic and Italy - to determine their levels of satisfaction with SEGRO in a number of key areas including communication, responsiveness and understanding needs.Results and benefits:
The study enabled SEGRO in Continental Europe to benchmark standards of customer service delivery between the different countries in mainland Europe and with the UK. The results revealed that overall performance had improved through the implementation of the action points recommended in the 2008 study. Further issues were identified in the second study and recommendations made to address these.What our client said:
Stijn Peeters, SEGRO Customer Services Manager for Continental Europe, says: "Since we started to work with RealService in 2008 we have been adopting a new and fresh approach to customer service across our European organisation. As a result, several new initiatives have been launched and are becoming an embedded part of our property and customer management."How to find out more:
Contact Howard MorganTel: 020 7887 6155
Email: howard.morgan@real-service.co.uk
Stanhope - client perception study
Business challenge:
Stanhope, a blue-chip development manager, was seeking feedback from clients and occupiers about their experiences of working with Stanhope from appointment to delivery and beyond. The aim of the study was also to create a body of client feedback that Stanhope could use to fully understand and meet the needs of clients in the future and to reinforce client relationships by demonstrating a willingness to listen and to learn.How we helped:
We conducted a series of research studies that involved conducting a number of depth interviews with clients and occupiers from three Stanhope projects - Bow Bells House, One Basinghall Avenue and Unilever House - gathering both quantative and qualitative data. Interviewees were asked about their impressions of Stanhope as a company and the quality of serve at the different project stages from town planning through to fit and handover in the case of clients; from negotiation through to move in, in the case of occupiers.Results and benefits:
The study provided Stanhope with invaluable insights into what their clients and occupiers felt they had done well and where improvements could be made. The results enabled Stanhope to re-evaluate some of its messages and business practices with a view to boosting client retention and improving its chances of winning new clients.What our client said:
Ron German, Director for Stanhope, said: "It is vital to us as a business that we undertake post occupancy evaluation of our projects. Whilst we have, and continue to evaluate our product, RealService helped us look at the processes and services we provide, which is equally important."How to find out more:
Contact Howard Morgantel: 020 7887 6155
email: howard.morgan@real-service.co.uk