I like to support local businesses and recently purchased a dishwasher from a small appliance store that was installed today.
There was a time when the paper-based, "personal" experience was intimate, charming and attracted people to deal with local businesses. That time is over.
Disruptive service companies like Uber have raised the bar for all service experiences. If small businesses don't adapt to today's standards, they will be left behind. With the low cost of ubiquitous technology, small businesses can now provide experiences that are both intimate AND connected. Get it right, and you will blow the "big guys" out of the water.
Here's 4 tips to get you started providing a modern customer experience.
1. Invest in technology to empower your field workforce
Emailing a picture of a hand-written invoice and credit card receipt is NOT a modern customer experience.
If you go digital, do it right, and make it easy. Keep the design of your online tools up to date and integrate them with your scheduling systems. Simply having online forms to replace a phone call doesn't really help you or the client and you're leaving a ton of efficiency gains on the table.
Myriad cloud-based field service platforms exist that will immediately transform your service organization. Take a look at www.getjobber.com to get you started. Jobber® covers many aspects of the experience including planning, mobile communication, invoicing and payment. For a few dollars each month you can dramatically improve your sales/service and installation experiences.
2. Improve scheduling
"We will be there in the morning" is NOT a modern customer experience.
Tools like Jobber have yet to integrate advanced scheduling algorithms into their software, but that's not a concern for the small business owner. An active, well-informed dispatcher can still use the data collected in an online system and schedule the appointments efficiently using a graphical dispatch board to coordinate through the day and keep your customers informed. Look for a 1:15 dispatcher to technician ratio.
As your business grows you will eventually need to invest in real-time scheduling tools that can improve that ratio to 1:20 or beyond, all while improving the client experience at a lower cost.
Narrow appointment windows to 30 minutes (arrival time window) and be clear with the customer how long the appointment will last.
3. Understand your customer
What service experience are you trying to deliver and what are the critical touchpoints where you need to deliver an outstanding experience? If you can't answer that, you're not delivering a modern customer experience.
Do you answer the phone within 2 rings with a live voice?
Do you respond to online requests within 30 seconds?
Can you schedule a narrow appointment window and hit it, every time?
Do you follow up after the install to make sure the client is satisfied?
These are but a few of the critical client touchpoints that will set you apart from your competitors and the 'big guys', creating loyal customers who refer their friends and come back to shop again.
4. Communicate throughout the service experience
"No call, no show" is not a modern customer experience. When you have already set a "morning" appointment, don't you think the client will be getting anxious if they haven't heard from you by 11 am?
Best practice is to enable your technicians or installers to contact your client when they are enroute. If they are going to miss the appointment window, a call to advise the client and revise the ETA is an absolute must! You wouldn't keep your Grandmother waiting all morning without giving her a call would you?
The best home service companies understand the critical points of communication and build operating systems that execute on them every time. That builds a brand that you can trust, and that builds your bottom line.
We Can Help
Chapman Management Solutions have extensive experience working with large and small home service companies to deliver outstanding customer experiences at a lower total cost. We design and install the right processes with the operating rigour to ensure you exceed expectations...every time.
Give us a call at 289.885.3878 or visit chrischapman.ca to learn more.