If there’s one thing consumers want when making purchases, it’s getting what they expect. That’s a pretty general statement, and when purchasing goods it makes sense. Brands build their reputation by creating quality products and then consistently replicating them. When we bring the human element into the mix, the results become more complicated.
Restaurants strive to produce a consistent and tasty dish while offering a pleasant dining experience enhanced by interaction with the server. Although not offering a gourmet meal, fast food restaurants have mastered consistency while adding the human element in preparation and service. Signage and displays, packaging, and tastes are consistent from New York to Los Angeles and usually meet consumers’ expectations.
In the electrical residential service business, our challenge is to bring consistent service and meet customer expectations while offering a mix of product and services. What can we do to deliver a better experience for our client?
One size doesn’t fit all. Taking a cue from the fast food industry, consistency is key. Nicely painted/wrapped trucks, consistent call-taking scripts, neat and clean uniforms, and standardized invoicing are easy to do because they usually don’t involve personalities. For example, uniforms help establish professionalism with the customer because they deliver a consistent look and clear message. The harder part is ensuring the person wearing the uniform meets company standards.
The initial meeting with the customer is crucial to how the call will run. We expect our techs to present themselves well, establish their credibility as an electrician, and get a synopsis of the customer’s needs in a short period of time. We role play with our technicians so there’s a consistency in the call, regardless of who is sent out into the field.
After an initial diagnosis of the work to be performed, the technician generates an estimate for the service to be done, reviews all charges with customers, and secures their signed approval prior to beginning the repair or installation.
Good work habits, such as taking the time to cover the areas where work is performed and cleaning up thoroughly afterward, leave a lasting impression. Most homeowners don’t understand what goes on behind the cover plate of a switch box, but they’ll notice a crooked plate every time they look at it.
Reviews count. In this age of the Internet and social media, reputations live and die by online reviews. If you can establish an incentive program for your technicians to solicit online reviews, you’ll create a win-win for your employees and your company’s reputation. Homeowners benefit by a higher quality of service, and your business will see increased calls through your online presence.
Having taken these steps, is it possible for something to go wrong? Yes, and it will. How you handle the situation when it happens is what sets you apart. Quick communication is key to resolving the problem, and an honest look at what happened is important to prevent the problem from reoccurring.
For example, we have an on-time guarantee. Occasionally, no matter how hard we try, we’ll miss one. Rather than make excuses, we perform the service for free. We may even post a picture of Mrs. Jones and her free ceiling fan installation on our Facebook page so that people can see we truly stand by our word.
Murdy grew up in the electrical industry and holds a degree in electrical engineering. He has been in the residential electrical service industry for 30 years and has been a business owner for more than 25 years. He independently owns and operates the Mister Sparky electric franchise serving western Long Island, N.Y. He can be reached at [email protected].
