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UKAA Virtual Roundtable discussion – Customer insight and opportunities for industry collaboration presented by RealService

Tuesday 22nd June


If build to rent is all about providing a great experience to our customers, then the more insight we have about their needs the more responsive we can be as a sector.

UKAA is keen to promote and facilitate the sharing of customer insight. While recognising how you use customer insight can be a source of competitive advantage, feedback from members suggests a wider need to pool resources and avoid the duplication of effort. This is particularly relevant at a time when budgets are tight.

You are invited to join a small group of UKAA members at a roundtable discussion which will be facilitated by Howard Morgan, RealService and Chris Garthwaite, CGA. Howard will be well known to most of you for his long-standing passion about understanding the customer experience. He also organised the successful Resident Focus Group at the UKAA Festival of Build To Rent last year.


The discussion will explore:


  1. How well do we know our customers?
  2. What type of research is being commissioned at an industry level and by UKAA member firms?
  3. What are the main gaps in our knowledge?
  4. What can we learn from other industries and their approach to industry led research?
  5. Could UKAA help to close the gap by facilitating ‘consortium led insight programmes’ in a structured way?
  6. How might this research be delivered and funded?

The session which will run for 75 minutes will take place on Zoom on 22nd June at 10.00.


***This workshop is now full. Please let us know if you would like an invitation to a future event on the same topic.***




Howard Morgan

Founder & MD, RealService

Howard is one of the UK’s leading specialists in customer experience within the property industry. His advice is sought by property owners, property managers and professional bodies looking to measure customer loyalty, to create a customer culture and to improve the customer skills of their teams.

Prior to founding RealService in 1999, Howard was a director of airport property company, BAA Lynton, where he created “The Property Challenge”, an award-winning CX strategy to grow the business by treating tenants as valued customers.

He is a member of the Royal Institution of Chartered Surveyors and winner of the Property Week RESI Conference Innovation prize. Howard is a judge for the REVO “Achieving Customer Excellence” shopping centre awards, and for the British Council for Offices Awards. He is also a co-founder of Experience Makers, the network for CX professionals in real estate and course co-director for the new “CX & Real Estate- future leaders” executive education programme at UCL Bartlett.


Chris Garthwaite

CEO and Founder, CGA

Chris is widely recognised, leading pioneer of innovative customer experience solutions in an ever-changing market. Constantly championing the customer, he has delivered measurable and innovative transformation programmes for a range of global organisations across almost every sector.

His career spans over 30 years of senior and board level experience across a range of companies, including Allied Breweries, Woolworths, Kingfisher, Dorling Kindersley and Digitas. In each instance, Chris has sought to put the customer at the heart of the business through innovative proposition development. Chris’s visionary approach helps organisations challenge their status quo  and shape their future based on customer insight and a deeper understanding of the value of customer experience. Chris is a sought after conference speaker, thought leader and Board advisor.

On a personal note…

In his spare time, if not with his family, he is a passionate sailor, cyclist and lover of the outdoors.