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Successful home service brands don’t see an appointment as “just another job.” They use each service call as an opportunity to connect, build relationships, establish long-term impact and educate. In other words, they’re excellent at providing a quality customer experience.
In this article, I want to examine the key role customer education plays in elite customer service and how it has helped some of the top-performing home service providers drive repeat business and generate referrals.
Teach and Inform From the First Point of Contact
Customer education is a powerful sales tool. An emphasis on education empowers your marketing team to be proactive with their communication. They don’t have to confine their activities to pushing sales gimmicks and promotions.
Customer education is a way to connect with potential customers based on shared pain points and struggles. A plumber in upstate New York, for instance, might focus content in the fall on frozen pipes and energy-efficient hot water tanks. This aligns with customer interests and answers questions they might have heading into a cold season.
Service-related education also allows you to set clear expectations in a potential customer’s mind. Information is an effective way to help customers understand what’s being done, why it matters and what to expect next.
For example, Axiom Pest Control has a “Learning Center” on its website that provides details on individual pests and answers FAQs. This helps inform potential customers about what they may be dealing with and what next steps to take. Giving customers information helps them feel empowered to make decisions confidently. It also is the first step in building trust and credibility between them and your company.
If you’re in home service, you want to treat that initial touchpoint and first contact as a way to immediately start educating and building trust.
Post-Service Communication and Follow-Up
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