[2006 State of the Industry] Technology Adoption Slow, But Growing

PDAs, CO2 detection devices, digital cameras, Web sites, GPS, infrared sensors…let’s face it: This isn’t your father’s pest control industry.

Never before has technology for the office and field been more available, promising improved operating efficiency and reduced costs. But only after years on the market are some of these technologies being embraced by the industry. "Technology in the pest control industry is one of those things," says Industry Consultant George Rambo, Seneca, S.C. You see great advancements introduced and five or six years later people start trying it. "I don’t understand it."

It’s a stance not unique to the pest control industry. If small businesses competed only on the basis of technology, few would probably exist, according the National Federation of Independent Business (NFIB) State of Technology report. Ninety-four percent of small business owners believe they are technologically abreast or more advanced than their primary competitor(s), however only 62 percent use high-speed Internet and 39 percent have interactive Web sites. The report suggests owners’ self-evaluations on technology are "exaggerated."

BITING THE BULLET. Sooner or later, you may be pressured into using new technology whether you’re ready for it or not, Rambo says. That’s of course if you want a piece of the lucrative commercial sector, such as hospitals, restaurant chains and food-processing facilities. These tech-savvy customers dictate real-time service downloads and 24-hour report access. This requirement "eliminates some pest management professionals from being able to bid on large commercial jobs," says Rambo.

Advanced equipment is critical for precise application, says RJM Contracting President Ray Meyers, Lake Mary, Fla., whose use of field technology has "afforded me the opportunity for a business." He uses infrared devices during various inspections. "It’s an investment, an investment in your future."

So why are pest management professionals reluctant to embrace technology that could open new markets and improve the bottom line? With new technology comes "a pretty steep learning curve," says Rambo. "Some pest control operators haven’t learned to work on their business because they’re too busy working in their business." The NFIB says small business owners have difficulty accumulating and evaluating information on new technology given limited staff and technical capabilities. New technology also can be expensive. And, sometimes it’s hard to break free of the "way we’ve always done it."

WAVE OF THE FUTURE? Although certainly not new, here are some advancements PCOs say are worth a closer look:

Customer Relationship Management Software — The most sophisticated technology used by small business is usually a computer(s) or computer software, says NFIB. Whether out-of-the-box or custom, CRM software can integrate customer sales history, renewals, field notes, promotion response, billing, inspection, reporting and other data to target sales efforts. Mobile applications for handheld devices also are available.

Handheld Devices — Craig Thomas, Craig Thomas Pest Control, Hyde Park, N.Y., plans to introduce handhelds in 2007. Not only will they eliminate his clerical staff’s manual re-entry of service ticket data and automate billing, but he’ll be able to easily submit pest application records required by law to New York state without having to hire extra help to do so. Massey Services, Maitland, Fla., plans to expand handheld use throughout its commercial accounts, and then focus on residential, says Adam Jones, Massey vice president and director of quality assurance. Jones particularly likes the devices’ "electronic format that can be graphed" for measuring internal and job-related processes. This data can help pest management professionals and commercial customers pinpoint problem areas and times of the year. Handhelds "increase efficiency, reporting and recording capabilities," Rambo says.

Routing Software and GPS Tracking — "The most important technology impacting the bottom line is route organization software," says Massey’s Jones. These programs automate the routing processes for improved customer service and fleet management. "The most difficult job a technician has is scheduling," says Truly Nolen District Manager Dan Galvan, Phoenix. Pest management professionals with three to five routes will reduce costs with routing software, says Jones, since one technician — instead of two or three — can be scheduled per subdivision. "We’re more efficient with every gallon of gas we buy," he says. Rising gasoline prices may make these systems a necessity, despite being around for the past 20 years. And, they may provide an insurance break. Thomas is talking to insurance carriers about discounts for employing these and other programs.

Digital Cameras — Relatively inexpensive, digital cameras let you attach a digital image to inspection reports for improved customer communication and documentation. Privacy and corporate restrictions, however, may limit their use in commercial facilities.

Infrared Cameras — Introduced years ago, these sensitive devices are relatively easy to use and can be helpful during home and termite inspection to identify insulation and structural gaps as well as moisture. "It’s a way to look at a building and see how structurally tight it is," Rambo says. With energy prices skyrocketing, homeowners will pay for this information, he adds. Barriers include the average $10,000 cost, and training is necessary to set up and interpret the device properly. Craig Thomas is investigating infrared technology to help identify foundation cracks prior to termite treatment. New York state does not allow soil to be treated with termiticide if cracks are found, as the chemical may work its way indoors. But cracks are not always visible, especially if walls are covered with decorative paneling or drywall. The infrared camera may help limit liability, Thomas says.

New "fusion" technology, which runs about $15,000, superimposes infrared images onto regular photos, so pest management professionals and customers can see "hot spots" within the walls of the structure.

CO2 Detection and Listening Devices — At an average cost of $3,000 to $4,000, these devices aren’t inexpensive, but they can help pinpoint pest activity before technicians punch a hole in a customer’s wall. High CO2 levels may indicate the presence of termites, and listening devices allow pest management professionals to hear drywood and subterranean termites, and carpenter ants. Microwave, x-ray and Resistograph (electronically controlled drill resistance measurement) technology also let technicians "look inside" a structure.

Termite-Sniffing Dogs — It’s hard to categorize man’s best friend as "technology" and termite-sniffing dogs have been around a long time, but "interest is regenerating in dogs" that are well trained and well handled, says Rambo.

FINAL LOOK. Before venturing into high-tech devices, pest management professionals must consider the costs and "see the business," warns Rambo. Incorporate technology and the marketing advantage it provides into your business plan, and then actively sell it, experts say. Or else, it risks merely becoming an expensive "toy."

"Technology must improve the life of the service technician and the perception of our performance by the customer," Jones says. If it doesn’t achieve one or both, it may not be necessary, he added. Jones says he doesn’t expect high-tech field devices to become the daily norm any time soon.

"A good, thorough inspection will catch 90 to 95 percent of the problem," says All-Ways Termite & Pest Control President Tracy Hamlin, Enterprise, Fla.

As expected, technician training cannot be underestimated. Consistency of data entry is essential, Jones says. And, change is always difficult and met with resistance, making a well-planned training program — group sessions combined with one-on-one instruction — a necessity.

Technology helps lay the foundation for growth, says Thomas, who’s completing a 5,400-square-foot addition with advanced training facility and insect identification center with microscopes. "You need to always look beyond to grow your business."

Consider the cost of lost opportunity, Meyers says, and designate a percentage of funds to develop infrastructure five to 10 years out. "Those who don’t invest early will pay a higher price later on."