When a customer goes to a business, they expect certain things: Good parking, a clean entrance, staff to greet them as they enter, knowledgeable employees about the products they sell. But, we aren’t in the same circumstances are we? It is almost rare that a customer comes to our office. What does the customer expect from us when we are going into their home?
There is a very big variable here. In some parts of the country, if you just answer the phone and show up, you have met their expectations!! And, in some cases exceeded them!
It all starts with the call. Did you have a highly trained CCR answer the phone who is ready to take the call, overcome any objections, and give that customer a wonderful feeling? The perception starts right there. If that is a good experience, the ground work is laid out for this to be a good service call. And, you made it easy for the customer to place the service request.
When did you promise service? I notice that some automatically tell the customer a 2 hour window and then struggle to keep it. Have you ever considered asking the customer, “When do you want service?” They might surprise you. Can I get service tonight? Or, this week-end? Or, next Tuesday? Just the fact they get to pick – service when they want it will exceed their expectations. Customers are so used to being told when they can expect a technician to come to their home, that if you just ask them what their preference is, you have moved yourself into another level of service provider. They might even say, “I’d like service at 2 PM today.” You might come back with, “That slot is currently full, but I can get someone there between 4 and 6PM. Will that work for you?” They will probably say yes and still be blown away with this type of service. In the service industry, the customer rarely gets to choose.
When you dispatch the tech, do you call the customer? Normally we call to confirm that the customer is home so we don’t waste a trip. But, the customer’s perception is, this is a plus to know when the tech will arrive. The tech is not just showing up at their home unannounced. There are a few companies that actually email the customer a brief bio and picture of the tech before arrival. Now this totally exceeds their expectations. They already think we are a fantastic service provider and we really have not done anything to repair their issue! Perception is truly reality.
Do you keep the customer informed? If you start running behind, do you immediately call customers to tell them you may not make your service window? If you told the customer 2 to 4 is the service window, when do you call? If you are not going to make the 2, give them a call as soon as you know. Don’t wait and call at 3:30 to tell them you will not be there at 4. In their mind, you missed your promise at 2:00! They rarely hear the second number – only the first number.
Probably one of the biggest complaints I have heard is we did not arrive when we said we would and more importantly, we did not value the customer’s time. They have been waiting for you. They were feeling great until you missed the mark on the time. But, if you had called them at 1o’clock and said “We are already getting behind and we value your time. Is there another time convenient for you to receive service?” That would have made all the difference. Offer to wave the Service Fee or even better, offer a discount on any work performed. You will be more likely to get the work with a discount. Treat them right – we want them for a lifetime.
I will have more to come on this topic, but for now just remember, in everything you do in your business, if you are not meeting or exceeding your customer expectations, it will have a negative impact on your business. Perception is reality!
Until next time SGI. Have a good day!