Feeddex

Summary

Response
In 2008, more than 1,250 tenants completed the Feeddex survey, some 150 more than in 2007. This response represents 39.4 percent of all tenants. The response differs appreciably for each tenant category. New tenants give the highest response: Dutch tenants, 54.2 percent, and international tenants, 45.4 percent. Of the departing tenants, the response represents 42.3 percent of Dutch and 32.9 percent of international tenants.

From assessment to score
Customers select the assessment from elements in five categories: excellent, very good, good, fair to moderate and poor. A 'poor' assessment endangers the relationship (and therefore the loyalty), resulting in negative word-of-mouth advertising. This results in minus points (a score of -100). If the assessment is 'fair to moderate', the relationship neither improves nor deteriorates. This results in a zero score. With assessments of 'good', 'very good' or 'excellent', plus points are added (+40, +80, and +100, respectively).

Five aspects of customer satisfaction
The tenants consider the product and price-quality more important than services and personal service. Their relatively least important aspect is reputation.

The total Feeddex score for 2008 was 34, slightly higher than for previous years (2007: 32 and 2006: 30). Four of the five aspects of customer satisfaction score somewhat higher than last year. The only aspect with a fractionally lower score in 2008 than in 2007 was 'product'. Personal service was 'good', the same as last year (49). Product (38) and services (39) received a 'fair to moderate' score -- almost 'good'. Reputation (25) and price-quality (15), in particular, received scores in the 'fair to moderate' range.

Customer satisfaction by new and departing tenants, as well as that between Dutch and international tenants, differs appreciably. Dutch tenants gave higher scores than international tenants for all five aspects. Among Dutch tenants, new tenants gave higher scores on all five aspects than those given by departing tenants.

Among international tenants, new tenants gave lower scores for price-quality, but higher scores for personal service, than those given by departing tenants. The largest spread in scores concerned the assessment of price-quality. Dutch tenants rated this aspect 'fair to moderate', while international tenants considered it 'poor'.

Comparisons with associate student housing
In comparison with other associate student housing, Idealis scored better on nearly all elements of personal service. Idealis received better assessments for complaints and handling of repairs, key transfers, expertise, friendliness and politeness of counter staff.

In particular, Idealis scored poorer than the two associate student housing groups on price-quality, accessibility of the caretaker and on all five elements of reputation. The reputation aspect comprises five elements, concerning which the scores within the tenants' category, new Dutch tenants, differed greatly. The scores varied from 48 points for 'Idealis is to be recommended' to -3 points for 'Idealis has exceeded my expectations'. The score of the last-mentioned element greatly reduces the total score for reputation. It is the most ambitiously formulated element of the entire survey. It is the only element that scores negatively with Dutch tenants. It is also the lowest score for the other student housing: +4. With the improved survey, which has been in use since 1 January 2009, this element has been formulated more realistically: 'Idealis has exceeded my expectations' has been replaced by 'Idealis has satisfied my expectations.' The improved text will probably result in a higher score for this element and thereby in the total score of the reputation aspect.

Comparison with 2007
The differences between us and other student housing are becoming smaller. In 2008, the Idealis scores for price-quality and reputation were substantially higher than the previous year. This improvement concerns customer satisfaction in both Wageningen and in Ede. The largest difference in customer satisfaction between Wageningen and Ede is the higher score in Wageningen for product and price-quality and the higher score in Ede for reputation. Out of the total response, 25 elements of customer satisfaction are higher and eight elements lower than the scores in 2007.

Noticeable improvement or worsening of scores (at least a 10-point difference compared to 2007) differs per tenant category. This is a noticeably higher score for accessibility of the caretaker, information via the Internet, office hours, telephone accessibility and the service set on arrival.

For departing international tenants, it also concerns a higher score for distance from the room to the study program and a lower score for comes across clearly.

Scores per complex
The best Dutch scores for product and price-quality concern Asserpark, Droevendaal and Marijkeweg. The lowest scoring complexes differ appreciably per aspect. For example, Luynhorst has the poorest score on product but, as one of the better complexes, a higher score on price-quality. Among international tenants, in particular, the differences in satisfaction for price-quality are quite large. Asserpark and Hoevestein score relatively best, while Haarweg has the lowest score.

Respondent comments
The informative comments of the respondents confirm the representation of the scores. A majority of comments about the price-quality ratio are negative (71.7%) and comments about customer friendliness are mainly positive (70.4%).

Standardization for 2009
The standard for product, services, personal service and reputation will be set at 'good' for 2009, with a minimum score of 45 points. The aspect of price-quality for 2009 will have a target satisfaction of 'fair to moderate', with a minimum score of 35 points.

Improvement points
Both in cases of signing and terminating tenancy agreements, we will inform customers (via the website and in personal customer contacts) about the survey they will receive. In doing so, we will emphasize the importance we attach to the assessments of our customers as a basis for making improvements. In our external communication, besides the qualities of the physical living space, we intend to place more emphasis on the other qualities of specific complexes, such as enjoyment of living and satisfaction of corridor life. The positive assessments of our customers for our service provision and personal service will also receive more attention. Idealis will take the initiative with Wageningen University, to update and further improve the information that new international students receive about student housing. In 2009, to get up-to-date insights in their living requirements, Idealis will conduct a survey among international students. The SFO and Wageningen UR will be involved in formulating the questions.

In 2009, in consultation with the corridors, the formulated improvements from the survey will provide a sound basis for using interim measurements of customer satisfaction for specific elements. Based on these measurements, consideration will then be given as to whether (besides standardizing scores for the five aspects) standardization for specific elements is desirable and feasible.

In 2009, with the Feeddex office and both colleagues, Idealis intends to organize a customer-satisfaction meeting for its own organizations, to which other interested KENCES members will also be invited.