Let’s Get Personal: 3 Ways to Grow Your Customer Relationships


Steve Raines
Co-Founder & Chief Innovation Office
January 17, 2019
minutes to read

Get to the Point

  1. Take Note of Some Unique Details — Identify a few personal things that stand out about the customer.
  2. Make Time to Reach Out — A handwritten letter or brief note on a quote to the customer really stands out.
  3. Personalize the Experience — Recording info about the customer means you and everyone in your company can develop a more personal interaction.

Reaching out to a customer after a job to thank them for the opportunity is more than just good manners — it’s a sure-fire way to build a relationship. Demonstrating that you listen is one of the key ways you’ll earn their respect, trust and, ultimately, their long-term business. Combining these is a powerful way to develop a rapport with your customers, build loyalty and increase referrals.

Here’s how to make it happen.

Seek Out What Makes the Customer Unique

When you’re in the customer’s home, identify a few personal things that stand out. Maybe it’s a pet’s name, or a favorite sports team, or a funny interaction you had with the homeowner or their kids. Record this information for later.

You don’t have to make a big show of this — in fact, it’s better if you don’t. Just continue the job as normal.

Reach Out Personally

In an era in which our mailboxes are stuffed with credit card offers and flyers for politicians, a personal letter really stands out. A two- or three-sentence thank you card will leave a lasting impression on a customer. Personalizing it with the information you have collected makes it even more impactful.

You can do the same when you send along a quote to the customer. For example, if you’ve noted the name of the customer’s dog is Coco, you might add a note with a proposal that says something like, “I know Coco would like me to visit again, so let me know if there is a good time for me to come by.”

Adding details about the individual allows for a friendlier and more personal conversation when a customer calls.

Build the Relationship Across Your Company

Having a system that records information about the history of work allows your scheduler to develop a more personal interaction, and adding details about the individual allows for a friendlier and more personal conversation when a customer calls. It also gives other technicians the opportunity to personalize the customer’s experience.

Going back to the example of our friend Coco, the owner’s dog, a tech might show up and say, “Oh, this must be Coco. I’ve been wanting to meet her since we heard about her back at the shop!”

In addition to these methods, it’s also essential to use the right tool for the job. Handwritten notes on a job work fine the first time, but they don’t provide long-term value. You’ll want your techs to have access to the information, as well. Instead, record the information in the property or customer information section of your field service software.

Pointman offers unlimited custom fields for gathering information about your customers, their properties and jobs you’ve done for them. Learn more about how Pointman PACT helps you follow up on this information — and know what to ask in the first place.

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4. Add-On or Upsell Count and Amount

Here, we’re looking at repairs sold beyond the original reason for the call. Every time you enter a customer’s home your techs have the chance to sell value added work, beyond the repair itself. If you’re training your techs to sell add-on products, don’t you want to know who's doing it well, and who may need a training refresher?

5. Agreement Opportunities/Sales

Maintenance agreements are the key to a consistent client base and essential for keeping your team busy during the shoulder seasons. Every time your technician is in the home of a non-member there is an opportunity to sell. Are they delivering? You need to know.

6. Future Opportunities

Are your technicians talking to customers with forced air heat about the improved comfort that comes with a humidifier? How about the benefits of water softeners or whole-house surge protection? If the customer is interested, but not now, you need to be able to follow up on those opportunities.

Pass Along these Points

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