[Customer Service] What Your Customers Want

If you walk into a residential account, greet the homeowner and go about your work, you are missing an opportunity to be more successful at your job. When a customer calls to schedule service, they have a series of expectations for the experience and it is up to you, the pest management professional, to understand and fulfill those expectations. This article covers the expectations of the typical pest control customer.

I expect you to know me. Understand that today’s customers are busier than ever and have limited time. They have a pest problem and need your help. They also think about using your competition because to the uninformed pest control customer, one company is as good as another — unless you’ve done a good job educating the customer about what’s different between you and your competition (who may charge a lower price).

I expect you to tell me what to expect. Should I have to call you back? Should I expect an odor? Will you be treating inside and outside? Will I need to confine my pets?

These are just some of the questions your customers may have — but don’t wait for them to ask the questions. Anticipate their concerns and discuss them.
I expect you to have a helpful attitude. Attitude is the No. 1 complaint of consumers — so go into each account thinking “How can I help this person today?” Through discussions with the customer, show them you care by asking questions. Check your attitude with the attitude check test.

A positive attitude means seeing the good in situations, not the bad, and turning obstacles into opportunities. Don’t let negative issues affect you for more than five minutes — then let them go! Work on your attitude every day by reading something inspirational, listening to tapes — whatever lifts your attitude.

I expect you to solve my pest problem. This goes without saying, but it is your customer’s most important expectation. After all, that’s why they hired you. If all the other expectations are met except this one, you will lose the customer.

I expect you to have a sense of urgency. It’s important to respond quickly and be on time. Call at least 30 minutes ahead of your appointment if you know you’re going to be late. 

Because most consumers are extremely busy, they expect you to do your job thoroughly, but efficiently, taking just enough time to solve the problem.

I expect you to be knowledgeable. The customer assumes you know about pests and how to control them. And they also assume that you know about your company, how it was started, who owns it, company mission statement, etc. They likely will have heard your commercials, seen your ads or billboards and will know what they say. You should know about the advertising being done by your company.

To the customer, you ARE the company. When they think about your company, they think about the person they know — and that’s probably you!
I expect you to listen to me. Let the customer know that you understand what they are saying by using active listening techniques.

I expect you to do your job without being distracted. Don’t be distracted by children or pets. If a pet (or child) follows you through the house, ask the homeowner to remove the dog (or child) to another room.

I expect you to communicate well. Communication plays the main role in developing the customers’ expectations as you explain what you’re going to do and, afterwards, what you did. Try to judge by the customer’s body language if they want more information or if they are finished listening. Ask questions to clarify their understanding and ask if there are other questions.

I expect you to be courteous. Treat each customer as if they are your most important customer and, in general, be positive. Be professional, yet friendly.
I expect you to have a sense of integrity. Knowing and doing the right thing in all situations with the customer exemplifies your integrity and that of the company you represent.

I expect you to respect my property. To protect the customer’s carpet, either remove your shoes or wear surgical booties over your shoes. When working outside the home, be aware of plantings and landscaping and avoid damaging plants by stepping or dragging equipment over them. If you are working in tight spaces inside, be aware of decorative items on walls and shelves in the area you are treating.

I expect you to go the extra mile. Try to find things to do for the customer that they do not expect, like picking up newspapers, sweeping spider webs or other small, unexpected actions.

I expect you to look professional. Clean uniforms and clean vehicles are a must! If it’s near the end of the day and your uniform is dirty — stop and change it before going to your next stop.

Be real. Put yourself in the customer’s shoes and remember when you received poor service. Be genuine and helpful to your customers as you treat or inspect.

I expect you to WOW me! What can you do that will make your customer think, “WOW, this guy is a great technician!”

I expect you to have a sense of humor. A sense of humor doesn’t necessarily mean telling jokes, but it does mean have a good nature, smiling and acting as if you enjoy your work.

I expect you to know where to find answers. Your customer doesn’t expect you to know all the answers, but they do expect you to know how to find the answers.

I expect you to be careful of my pets. Pets are members of the family and it is vitally important that you make the customer aware that you are being cautious and careful about their pets.

The author is president of Compelling Communications.