Communication — One of the Keys to Success

We live in an age of rapid communication and the speed at which we communicate seems to be reaching warp speed. The media is transmitting information so fast that it is virtually impossible to process and assimilate all the information we receive daily in a reasonable amount of time. To appreciate the voluminous amounts of information available in cyberspace, all anyone has to do is visit the Internet. At the click of a button one can have more information than they can process in a lifetime.

For a service industry like ours this creates more problems than it solves. The combination of these resources and the media has made a wealth of knowledge available to the information-consuming public. Furthermore, this information and instantaneous gratification has empowered the consumer and created a hungry monster that wants information NOW. No longer can a technician respond to a customer by stating, “I’ll have to get back to you.” If the technician falters or does not have access to an immediate answer, that account will belong to someone else.

HOW TO SOLVE THE PROBLEM. The solution to this communication problem can be at every technicians’ fingertips, a cell phone or other rapid communication system. Fortunately, rapid communication systems have caught on a lot faster in our industry than computerization and many more companies are beginning to use them. The greatest impediment to using these systems is typically the cost. However, the benefits far outweigh the cost, and in fact a strong case could be made that used properly, rapid communication systems will not only save a company money but increase production and revenue.

Our company uses the NEXTEL system (and this is not an endorsement) because it offers two capabilities, i.e., telephone and instant two-way communication (walkie talkie), which are critical to a technically oriented service industry.

IMPROVED PRODUCTIVITY. The ability for a technician and/or salesman to instantaneously communicate with the owner, manager and/or technical director of the company is an invaluable asset. The following are some examples of how rapid communications have facilitated our operations. The two-way radio capability has proven to be an invaluable asset in resolving technical problems while our technicians are in the field. It is much easier to analyze a problem while the technician is standing in the immediate vicinity of the pest problem rather than having to leave the area to find a telephone. For example, one of our technicians was sent out to investigate a chronic drain fly problem. As he was standing in the kitchen (the focus area) we reviewed the things he had considered during his evaluation. Describing the area he mentioned a garbage disposal, but he’d failed to inspect it and find out from the customer that it hadn’t worked since they moved in two months prior. After removing the garbage and replacing the disposal the problem disappeared. The ability to analyze this problem over the radio saved us the expense of sending a supervisor to the location and a follow-up visit.

Another example occurred while a technician was servicing an account and a customer’s dog ate some bait out of his service bag that he had momentarily placed on the floor. The homeowner became concerned about the potential health effects on the dog. While the customer was standing next to the technician he radioed to get information about the active ingredient, its concentration and potential health effects. The customer was relieved to learn that there was virtually no possibility of adverse health effects on her dog.

In addition to these two examples, our communication system has permitted us to solve other technical and account problems at the touch of a finger. For instance, we have been able to identify pests, provide information on habits and areas to look for pest problems, suggest products for specific applications and answer questions about product use. This has saved time, prevented callbacks and averted product misuse.

One of the major savings when using a two-way radio system is the ability to assist technicians in gaining access to accounts, reallocating technician resources throughout the day and adding new service calls as they are received throughout the day. Consider how often technicians arrive at an account only to find out there is no one there to provide access. Our system allows the technician to communicate directly with our office and obtain assistance or to call the customer directly.

The inability to gain entry typically translates into nonproductive time and involves another trip to the account. Throughout the week this can result in several hours of lost production, certainly more than enough to pay for the system. The ability to communicate significantly increases productivity and revenue, benefiting the technician and the company.

Some features to consider in selecting a telecommunications system are:

• Reliability — How easy is it to get through? Does the system have a broad enough service area for your routes?
• Flexibility — Does the system offer more than simply a portable telephone?
• Utility — Is it easy to use and carry?
• Expense — Is the pricing structured so that the company can afford to make maximum use of the system?

This type of communication system can have drawbacks. For instance, unauthorized use of the radio/telephone can become very expensive and certainly nonproductive. However, this is easy to monitor and correct through payroll deduction. Or, if the system is occasionally out of service and/or technicians are out of the service area, it can be extremely frustrating when the call won’t go through.

Remember, time is money and communication saves time.

Dr. Richard Kramer is a board certified entomologist and president of Innovative Pest Management, Brookeville, Md. He also serves as technical director of American Pest Management, Takoma Park, Md. He can be reached at 301/570-7138.