Why are so many people now starting to talk about the Customer journey?
Why is it so important, and where does it start and end? Well, what does CRM stand for? Answer: Customer Relationship Management. Today we start and end with the customer. So let’s take a look at this thing called the customer journey.
Last month’s Boiler Business column spoke about how fixing the leaky bucket would bring you more profits, time, and efficiency than spending more budget on simply getting more customer leads. The best tool for this is a well-configured CRM such as PAYACA or ServiceM8.
Hands up if you give good customer service? If you’re reading this and not in a live room or online with us, I’ll take it as a given that you would say yes and raise a hand.
Tell me – how do you give good customer service?
“We turn up on time” Nice one…what else?
“We wear overshoes as we enter the house” – Good. Keep going.
“We tidy up!” – Ok nice one. Any more?
“My pipework is like fine art!”… Hmmmm.
Ok, so keep your hand up if this sounds like your customer service?
When delivering our development days, 90% of people we speak to do this. So it begs the question that if we are all offering ‘good’ customer service in this way, what makes us unique? How are we “really” standing out?
Mapping the customer journey
A customer journey is a series of steps or stages a customer or potential customer takes towards buying something from you. The impact you can have on your customers’ decision making across these stages is massive. By mapping out your own customers’ journey, you will find opportunities to build perceived value, credibility and reputation – even before someone is your customer resulting in increased profits.
It’s easy as engineers to think that your only opportunity to build trust and deliver that good customer service is when you’re actually with your customer on the job. But as a more modern business owner, we have incredible options available to us to improve communication at v numerous stages before someone is our customer. Think about your actions when booking a holiday, finding that new restaurant or even getting new windows. What do you do?
I bet you do some research! The bigger the problem or the cost, the more time you may put into finding solutions. You see a website that looks like it solves that problem, and you contact them. If they reply quickly, you expect it. But if they answer quickly, giving clear help, information and then something extra of value that you didn’t expect. How would that make you feel? Would you be happy to spend a few more pounds on that customer service? Am I guessing that’s a yes?
So let’s take a look at what happens before you turn up at your customers’ door with your overshoes, flow cup and a fancy thermography camera.
A customer researches their problem and finds your website. If they enquire on your website, what happens then? You must build systems into your business that deliver responses quickly, on time and relevant – even when you’re busy.
If a customer calls and you’re busy under the floor or in a hot, itchy loft, you don’t want to miss the calls. But how can you automate an answer and capture that lead? Which phone system do you have to handle this, even when you can’t answer?
At the home survey, how do your systems allow you to quote quickly, follow up when you say you will and be sure to confirm the job should the opportunity arise? Which software option can help you with this, even when you’re busy??
After the job, how do you ensure your customers leave a review every time? Which email or SMS provider will you use? Will it be built into the CRM or Sales software, or will it be another software system?
Never miss out because you're busy!
Customer service and customer journeys are a system that should work every time, especially when you’re busy. So take some time out of your business to look at every step of the customer journey before they pay you and ask yourself how you improve every touchpoint. How can it be systemised to deliver the same customer service every time?
When your competition has a well-built website and top CRM system similar to your own, the customer journey will give you the advantage. Adopting a customer-first approach to business will set you apart and make you a reliable brand. People will want to do business with and are happy to pay more money for the privilege.
Stay connected.
The Boiler Business is helping the plumbing and heating industry. Our supporting resources, training and learning are now available at www.theboilerbusiness.co.uk. You can engage with 1500 other engineers on The Boiler Business Facebook group. We’d love to connect! www.facebook.com/groups/theboilerbusiness
Tom Lee-Zmuda
Hey buddy. My name is Tom, a former heating engineer turned marketing Jedi. My team and I specialise in helping local HVAC and Solar business owners dominate Google and sell their most profitable services. We are committed to building the best ROI through local SEO, kick-ass websites & sales communications that attract, sell and keep your best five-star customers.
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