National Storage Affiliates (NSA) is a self-administered and self-managed real estate investment trust dedicated to the ownership, operation, and acquisition of self-storage facilities. As one of the largest owners and operators of self-storage facilities among public and private companies in the U.S, NSA owns over 700 properties in 35 states and Puerto Rico with approximately 49 million square feet in rentable space.
Before Birdeye, National Storage Aﬃliates used a different vendor for its tenant experience management platform. They soon realized that the reporting capabilities–while aesthetically pleasing–were not useful. Not to mention, the dashboard view did not give them visibility into all their locations’ performance.
In December 2018 in conjunction with a renewed partnership between the Marketing and Operations teams at National Storage Affiliates and an increased focus on the importance and value of customer feedback, they decided to switch to Birdeye, and the results speak for themselves. After implementing Birdeye to their subsidiary brands to help gather tenant feedback and get reviews for all their locations, they recorded an average increase of:
330% quarterly review count
37% Net Promoter Score
NSA's corporate marketing department oversees all their facilities’ Birdeye accounts to examine overall trends throughout locations, enabling them to take immediate action when issues escalate.
"Switching to Birdeye has made a big difference. The reporting and insights give us the data we need for actionable insights into our various locations. Our review count increased by 40% almost instantly upon implementing Birdeye."
93% of consumers look at reviews before choosing a business. As such, NSA’s corporate marketing department prioritizes collecting customer feedback from their tenants consistently.
Since all the brands use different customer relationship management (CRM) software, NSA aggregates the data from multiple sources and utilizes Secure File Transfer Protocol (SFTP) to upload the new contacts to the Birdeye platform. Once submitted to Birdeye, NSA uses Birdeye Reviews’ automation to send customized review requests by brand–and location–to all new move-in tenants.
Review requests go out daily to increase response rates and ensure immediate attention to any feedback. The Marketing team at National Storage Affiliates gets automated review alerts as new reviews come in and can easily access their reputation via the dashboard or mobile app.
The corporate marketing team responds to most reviews. However, some NSA brands use Birdeye’s automatic review response feature in instances where tenants leave 4-5 star reviews. Lower scores, which are infrequent, are managed manually to make sure everything gets a personal response.
NSA’s review management system ensures that every review gets a response, which helps provide exceptional customer experience and boosts NSA locations’ local SEO rankings as well! Since joining Birdeye in Dec 2018, the results speak for themselves: NSA increased their review counts and rating from 4.4 to 4.7 with a 332% increase in quarterly review count.
NSA uses Birdeye Insights to dig beneath reviews and customer feedback to discover what’s working, what’s not, and where. Corporate marketing pays special attention to trends like average rating changes in the post-COVID environment and average review volume and rating across locations. Birdeye’s robust reporting capabilities allow NSA to optimize both the review process and customer experience.
NSA actionable business decisions like speeding up the “time to delivery” on maintenance requests–and follow up–as well as ensuring customer experience standards are consistent across all their locations.
NSA’s corporate marketing department also looks at individual locations’ performance to see what needs improvement or where they should be focusing their efforts–and especially to know which locations should be celebrated.
The employees and many NSA locations consistently go above and beyond to deliver exceptional customer experiences. Insights allow them to quickly pull monthly reports to acknowledge the top-rated locations and employees.
National Storage Aﬃliates manages 784 locations across the United States. Overseeing the customer experience across all these locations without a simple, easy-to-use customer experience platform with robust reporting capabilities would be impossible. NSA uses BirdEye to automatically request and collect reviews and uncover actionable insights across all their locations.
By staying on top of reviews–while proactively implementing customer feedback across all their locations–NSA has successfully managed their customer experience.