From analysis to strategy - how LKF's customer communication was lifted
Effective customer communication is crucial for any business, but how do you know if the efforts are right? That's the question LKF asked themselves when they started working with Navigator this spring. The result? A thorough analysis, important insights and a clear plan for the future.
LKF is a wholly owned municipal real estate company in Lund municipality, with responsibility for almost 10,000 rental homes. With the mission to deliver "More and better homes", they have a strong vision to offer attractive housing with good service. But as customers' expectations of communication and personal contact change, it became clear that their customer communication needed to be reviewed and developed.
"Ensuring the quality of our communication work and seeing new opportunities together with an impartial partner is a great benefit. We have a wide range of target groups, so it's important that our messages reach them and have the effect we want," says Linda Haddemo, Head of Communications at LKF.
Workshop with collaboration
Navigator was commissioned to map and analyze LKF's customer communication areas - everything from the website and digital channels to customer center calls and physical meetings. The collection and analysis work took place in several stages, and in addition to using existing studies and data from digital systems, workshops were also conducted.
On site at LKF's head office in Brunnshög, two dialogue-based workshops were organized, bringing together representatives from several departments at LKF. It was important not only to hear the voices of the communications department, but also to listen to employees from other departments that have direct contact with the tenants.
"It was incredibly valuable to bring together different perspectives from across the organization. We were able to identify important areas for improvement that might otherwise have been missed. In a large organization like LKF, it can otherwise be difficult to find space for collaboration, so I am pleased that we succeeded so well" says Ola Larsén, Client Director at Navigator.
Valuable insights and concrete actions
In addition to workshops, several in-depth interviews were also conducted with additional employees at LKF, before all the material was compiled in a solid analysis and a concrete action plan. The plan included action points for all LKF's communication channels, from digital platforms to the website and newsletters.
A key insight from the work was the importance of the face-to-face meeting. Although much can be done online today, there is still a great need to meet physically and build relationships with the people behind the company. In LKF's case, this included better routines when moving in and more physical customer events.
Another key insight was the importance of consistent and targeted communication, a challenge that many companies struggle with today. Navigator was able to show concrete examples of where LKF's current message was not always getting through, and how it could be improved, including through improved navigation on the web and clearer tonality in social media.
A strategic foundation for the future
With a clear action plan in place, LKF is now ready to take their customer communication to the next level. The insightful report will serve as a foundation for their work, setting the standard for how they can work more strategically with their customer dialogs in the future.
"This project has opened our eyes to how we can work smarter and more effectively with our communication. We continuously adjust our direction and strategy in the channels based on the needs of the outside world, both in social media and on our new website. This collaboration gave us the proof of our approach," says Linda Haddemo.
The Navigator and LKF collaboration shows how important it is to take the time to analyze and reflect on your customer communication - especially in a world where digital channels and personal service are expected to interact seamlessly. For companies striving to be at the forefront of customer satisfaction, this is definitely a project to be inspired by.
