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Our marketplace comprises our
relationships with those stakeholders
we do business with and the governance
of this environment. Our marketplace
is defined by our value chain – those
customers we sell products and services
to, our suppliers who sell products
and services to us, and our investors
who provide capital. Our marketplace
environment is regulated by government.
Our responsible interactions in the
marketplace with our customers, suppliers,
investors and government include:
• Improving our understanding of
the needs of our customers,
• Setting clear performance
expectations with our new and
existing suppliers,
• Responding to the issue of
housing affordability,
• Engaging with government to
inform policy development and
attain project approvals.
Our customers
Customer engagement
Residential customer engagement
To help understand our Residential
customers’ needs, we use tracking
research called Stockland Customer
Pulse. The research, which is conducted
by a third party, covers more than
30 Stockland residential communities.
Weekly interviews are conducted by
telephone. In FY10 the number of
interviews conducted with sales leads
and those customers who placed
a deposit totalled more than 4,800.
The survey data is integrated with internal
information to paint a picture of our likely
customer mix. Over the course of FY10,
upgraders (those who have purchased
a property before) represented a larger
proportion of our customers compared
to FY09, and we expect this to be the
case for the near future. Consequently,
our next residential communities
advertising campaign will focus primarily
on this segment.
The plans for each home that will be
built in our communities are required to
undergo a covenant approval process. In
addition to approving suitable homes, this
process enables us to collect data about
homes being built in our communities, and
helps us understand what is important to
our different customer groups.
To meet the needs of today’s customers
we have introduced an online system
which provides information on what
customers are requesting, and actually
buying. The system also collects
information on environmental ratings
and changing product demands which
provides us with more information about
customers’ sustainability preferences.
The system has increased efficiency in
the design approval process and allows
us to work more closely with our builder
partners to ensure we are delivering
tailored product solutions that are meeting
our customers’ needs.
Retirement Living residents
Our annual Residents’ Voice Survey
provides residents at our retirement
villages with an opportunity to tell us how
they feel about life in a Stockland village.
Results of the survey show that our village
residents have a high level of satisfaction:
• 91 per cent are happy with their
community centres,
• 75 per cent feel their quality of life
has improved since moving into
their village,
• 37 per cent wish they had
moved sooner.
We use the results of this survey
to analyse customer satisfaction,
identify issues, calculate the best
response and then take action –
while ensuring residents are kept
fully informed.
What is our Residents’ Voice survey?
Introduced in 2008, the Residents’
Voice survey asks residents to rate their
happiness from 1 to 10 on aspects such
as overall happiness with the village
to the Village Manager, Senior Nurse,
social activities and outdoor area. The
second survey was sent to approximately
3,300 customers in October 2009 and
achieved a 69 per cent response rate.
How are the results used?
The survey helped us identify what makes
our residents happy and also gives us
greater understanding of our residents’
interests and the facilities they use.
The results are collated on an overall,
state-by-state and individual village basis
which allows us to measure trends and
to identify areas that have improved and
issues of concern. We are also able to
identify specific village-level issues which
can then be addressed.
Looking ahead
Armed with a deep understanding
of our residents’ profiles and needs,
we are able to examine how best to
increase residents’ happiness in the
future. The findings make clear the
benefits of maintaining and improving
residents’ happiness. The FY10 survey
told us 57 per cent had recommended
a Stockland village to at least one other
person in the preceding year. Of those
making recommendations, 96 per cent
rated their happiness with the village
overall as 7 out of 10 or higher. The
happier our customers, the more likely
they are to recommend new customers.
In FY11 we will continue to focus on
the capabilities of our people and
the wellbeing of our residents. Village
Managers and Nurses are key drivers
to resident happiness. We will review
objectives for Village Co-ordination
Managers, Village Managers and Nurses,
strengthening our focus on residents’
wellbeing. We will support this with a
Wellness Program designed to increase
social activities at each village.
Stockland Corporate Responsibility & Sustainability Report June 2010
47