Are There Really 7 Pillars of Marketing for Home Service Companies?
In our most recent blog, we unveiled the foundational Four Pillars of Marketing – Product, Price, Promotion, and Place – that underpin every successful marketing strategy. These pillars serve as guiding lights for businesses in various industries. But there's more to consider in the intricate world of home services, where customer experience and trust hold the utmost importance. Beyond the core four pillars, we introduce you to three supplementary pillars that can make all the difference: People, Process, and Physical Evidence.
People: Your Service Ambassadors
In the home service industry, the importance of people cannot be overstated. Your employees, from the friendly technician who fixes a leaky faucet to the customer service representative who schedules appointments, are the face of your company. They directly influence the customer's perception of your brand. When thinking about the people pillar, you should consider the following:
Training and Skills
Invest in continuous training and development for your team to ensure they are well-equipped with the latest industry knowledge and skills. A skilled technician not only solves the immediate problem but also instills confidence in your customers. In addition, investing in sales training for your technicians will help them make the sale without being too pushy or overwhelming.
Of course, an additional benefit to sales training is increased revenue. One of the leaders in the home service sales coaching field, Janek Performance Group, reports an 889% return on investment. This result is hard to ignore.
Customer-Centric Approach
Train your staff to prioritize excellent customer service. A friendly, helpful, and empathetic approach can turn a one-time customer into a loyal advocate for your business. According to McKinsey & Company, having a customer-centric approach leads to “higher revenues, lower costs, and stronger employee and customer loyalty.”
In a recent article, McKinsey went on to discuss how having your entire team, not just your customer service team and your technicians, onboard with the customer-centric approach “raises customer-satisfaction scores by 15 to 20 points, reduces costs to serve by 15 to 20 percent, and boosts employee engagement by 20 percent.”
Uniform and Presentation
Uniforms and a professional appearance go a long way in building trust. Here’s why:
Impressions Matter: When a technician arrives at a customer's doorstep, they are often the first point of physical contact between the customer and the company. A neatly dressed technician wearing a uniform with the company logo immediately conveys professionalism. This positive first impression sets the tone for the entire service experience, reassuring the customer that they are dealing with a legitimate and trustworthy business.
Branding and Consistency: Uniforms and well-marked service vehicles serve as branding tools. They reinforce the company's identity and create a consistent visual presence in the community. When customers see your company logo on uniforms and vehicles, it reinforces brand recognition and trust. Consistency in branding also suggests reliability and stability, which are critical factors in building trust over time.
Perceived Competence: A professional appearance not only conveys trust but also suggests competence. Customers are more likely to have confidence in a technician who appears well-prepared and equipped for the job. This perception of competence can lead to increased customer satisfaction and positive word-of-mouth referrals. In contrast, a disheveled or unprofessional appearance may raise doubts about the technician's abilities and the company's overall reliability.
Process: Streamlining Efficiency
Efficient processes are the backbone of a successful home service company. They ensure that services are delivered consistently, customers are satisfied, and operations run smoothly. Consider these process-related aspects:
Scheduling and Appointments
Optimize your appointment scheduling process to minimize wait times and accommodate emergency requests promptly. Offering flexible scheduling options can also be a selling point. For example, many two-income homeowners find it challenging to be home in the middle of the day. Offering to schedule earlier or later may help them choose your service over another.
Service Delivery
Standardize your service procedures to ensure consistency and quality. Clearly defined processes for tasks like inspections, installations, or repairs reduce errors and boost customer satisfaction. Here are three examples that highlight how the process pillar can significantly impact homeowners' experiences and satisfaction. A streamlined and customer-focused process not only makes homeowners' lives easier but also builds trust and loyalty, ultimately contributing to the success of the home service company.
Efficient Scheduling and Appointment Setting: Homeowners value a seamless and efficient process when scheduling appointments for home services. They appreciate when a company offers flexible scheduling options, such as online booking or the ability to request specific time slots. An easy-to-navigate scheduling process that respects their time and preferences is likely to win their trust and business. Home service companies that communicate clearly about arrival times and adhere to the agreed-upon schedule demonstrate professionalism and consideration for the homeowner's time.
Transparent Pricing and Quoting: The process of receiving a quote or estimate for a home service is of great importance to homeowners. They want a transparent and straightforward pricing process that clearly outlines the costs involved. Companies that provide detailed quotes, with itemized charges and no hidden fees, build trust with homeowners. Moreover, offering multiple pricing options or packages (such as "Good, Better, Best" pricing) can empower homeowners to make informed decisions that align with their budget and needs. With the advent of AI, this process is becoming easier. For example, Service Titan, one of the leaders in Home Service Company Management Software, recently released updates including AI-Generated Proposal Templates
Clear Communication Throughout the Service Process: Effective communication throughout the service process is crucial for homeowners. They appreciate companies that keep them informed at every step, from confirming the appointment to providing updates on the progress of the service. A well-defined process that includes pre-service and post-service communication, such as appointment reminders, service completion notifications, and follow-up surveys, enhances the overall customer experience. Homeowners feel more confident and satisfied when they are kept in the loop and can easily reach out to the company with questions or concerns.
Feedback Loops
Speaking of follow-up surveys, implementing mechanisms for collecting customer feedback and acting on it is an important part of the process pillar. Reviewing customer input helps you identify areas for improvement and enhance your services. It also lets you know what you have done right, which can be used in enhancing your marketing efforts.
Physical Evidence: Tangible Assurance
Finally, we come to the seventh pillar of marketing - physical evidence. Physical evidence refers to the tangible cues that reassure customers of your service quality and reliability. These cues can significantly impact a customer's decision to choose your company over competitors. Consider the following elements:
Vehicle Fleet: Your service vehicles are mobile billboards for your business. Keep them well-maintained, clean, and branded with your company logo and contact information.
Tools and Equipment: High-quality, well-maintained tools and equipment not only ensure effective service delivery but also reflect professionalism and competence.
Online Presence: Your website and online listings serve as virtual evidence of your company's legitimacy. A professional website with clear service offerings and customer testimonials can instill trust. We don’t even have to look this one up. You know that when you go to a website that looks unprofessional, you are likely to go to another company instead. It’s just a fact: a poor online image is a turnoff for customers.
Marketing Collateral: Brochures, flyers, and other promotional materials should be well-designed and informative. These materials can serve as tangible evidence of your expertise and commitment. One thing many home service companies overlook is the swag they hand out at home shows. If your swag is on brand and useful, the potential customer is more likely to keep it and remember you when they pull it out to use it.
By focusing on these three supplementary pillars – People, Process, and Physical Evidence – in addition to the core Four Pillars of Marketing we discussed in a previous blog, home service companies can build strong, trust-driven brands that resonate with customers. These elements work in harmony to create a holistic marketing strategy that not only attracts new customers but also retains them for the long term.