[Customer Service] Greet, help, thank

Pam Chambers, founder of Pam Chambers and Associates, had her house treated for termites in early 2004. She reports that she was happy with the pest control company she chose to perform the treatment and considers herself a loyal customer. With her own experience in mind, Chambers took to the stage during a seminar at NPMA PestWorld to share her insights about “how to turn satisfied customers into loyal customers.” She began by explaining that not all satisfied customers are loyal. “Loyal customers will forgive you when you make mistakes,” she says. “But it takes work to change a satisfied customer into a loyal customer. You have to raise the bar on customer service.”
Chambers, a presentation coach based in Honolulu, Hawaii, focused on several tactics that pest management companies can use to provide the kind of outstanding service that will build rapport with customers and keep them coming back. She began by suggesting that companies adopt a simple customer service motto: “Greet, help, thank.” These three actions are key elements when it comes to building customer loyalty, she says.

FIRST IMPRESSIONS. Technicians (and anyone else who interacts with the customer) are crucial to a pest control company’s image. Therefore, they should be aware of their body language, voice, words used in conversation and appearance. “These are the four instruments,” Chambers says. “They should be in tune and played well together to create harmony.” If nothing else, pest control professionals should learn to match their customers’ instruments in order to build rapport and trust. “Customers form quick impressions and want to determine if they have made the right decision,” she notes. “They want to do business with people who are like themselves.”
For instance, when greeting a customer or prospect, pest control professionals should make eye contact and shake hands in order to establish a sense of trust. A sincere smile and pleasant verbal greeting are also required for a professional introduction. And while it sounds simple enough, Chambers explains that each component of a greeting is important and must be offered with confidence and ease. In some cases, practicing greetings and introductions with co-workers will help pest management employees develop this skill.
One of the most difficult aspects of greeting others involves mastering a professional handshake. Chambers spent some time with her audience practicing various types of handshakes and explaining how each is construed. In general, it is important to offer a firm, but not crushing, grip. However, she reminded participants to be aware of the customer’s personal style and match it, if at all possible. In this, as in most other aspects of customer relations, it is best to let the customer take the lead. If a customer seems reluctant to shake hands, a slight bow from the waist can substitute as a sign of respect, Chambers adds.
Once the introductory handshake is completed, note the customer’s body language and stance. “Try to adopt the same posture and even facial expression,” Chambers says. “This will help put the customer at ease.”
Another of the four instruments, voice, is also an important part of making a positive first impression. Speak with a moderate pace and volume, ensuring that the customer easily can understand you. Men need to beware of sounding monotone, while women should avoid lifting their tone at the end of a sentence, which makes the speaker sound as if she is questioning her own statement. In addition, pest management professionals should leave any technical phrases and jargon at the office.
Appearance is important and relatively easy to master. Employees should wear uniforms with the company name and logo. Management must appear professional, but  not overly formal. Basic cleanliness and grooming go a long way toward a positive impression. “And it doesn’t hurt to make sure that belts and shoes match,” Chambers says. When asked what type of belt goes best with tennis shoes or work shoes, Chambers recommended canvas or heavy fabric.

SOLVING PROBLEMS. After a pleasant greeting sets the tone for a positive encounter, pest control professionals should begin helping their customers solve their pest problems. “Don’t try to sell through fear,” Chambers says. “No one wants to be intimidated or scared.” In other words, avoid telling a customer that his or her house will fall down without a specific treatment. “People want to feel smart, secure and valued,” she adds. Thus, pest management professionals must educate their customers about the value of their services by explaining benefits and results.
Chambers recommends the “feel, felt, found” strategy when conveying the value of a specific service, particularly an expensive one. A typical example of this strategy is: “You may feel that this is an expensive option. Other customers have felt the same way, but they found that it was well worth the cost to solve this problem.”
Despite the best efforts of the most well trained staff, there will be the occasional customer complaint. Yet Chambers says that savvy business owners and managers welcome these opportunities to learn more about customer needs and cement a good relationship through responsive service. “Turn mistakes into assets,” she said. “Some people love complaints because then they can get to the business of fixing the problem. View this as a chance to thank your customer for helping you to become a better company.” Customers who do not receive a prompt and effective remedy for their problems typically tell at least 20 other people of their negative experiences, she added.
Besides thanking customers personally for the opportunity to serve them, Chambers strongly recommends that companies mail written, hand-signed thank you notes to customers shortly after service is complete. While e-mail may seem like a quick, inexpensive way to achieve the same end, Chambers says that written notes have much more impact because they are becoming less common. If possible, have the company owner or branch manager sign the note along with the technician who worked with the customer. “This shows teamwork and shows customers that they matter,” she says. “It’s an easy and inexpensive way to build loyalty.”
By following these basic strategies, Chambers says that pest control companies can look forward to building a base of loyal customers — just like her.

The author offers marketing and customer service to help customers attract more clients. She can be reached via e-mail at jvanklaveren@giemedia.com.