星空传媒

The report summarises the findings of a trade mission to Japan organised by SPRU at the University of Sussex, which visited Japanese housing and customer service centres. It found that Japan's 'cradle to grave' attitude to customer service offered a number of benefits.

"There is value to be had in building a long relationship with customers," said SPRU's James Barlow, co-author of the report. "Back-up care makes customers feel well looked after, aids future product development and secures word of mouth referrals," he said.

Japanese housebuilders visit purchasers every year for up to 15 years according to Barlow. Gleeson Homes managing director Clive Wilding went on the mission: "The Japanese housebuilders build a bond with their customers, so if buyers want an extension to the house they go back to the builder," he said.

The high levels of pre-purchase consultation impressed the report's authors. Sales centres allow customers to compare housebuilders' products and experience centres help customers specify the design of their home.

Buyers have a choice of cladding, housetype and floorplan and they can even specify whether their home is built using steel or timber. Typically there are 50 floor plans available for each interior style.

Gleeson's Wilding was impressed by the level of service and choice but foresees problems. "The Japanese have made it very simple. But in Japan it is housing production instead of housebuilding, and because they have just-in-time production it is easier for them to implement choice. It is more of a challenge in the UK."

The mission report will be launched on 17 October in a conference at the 星空传媒 Centre in London. Contact 020 7691 0220.