86% of Canadian customers prefer to support small businesses over big brands, recent research from the Canadian Federation of Independent Business reveals. This is primarily due to friendliness (46%), unique or excellent products/services (38%), and the desire to help smaller businesses succeed (50%). So, while SMEs in the home services industry may find it difficult to compete with big names who can offer cheaper prices or a bigger product/service range, the reality is that if you offer a great customer experience, customers will be eager to return and refer others. So, whether you’re a plumber, electrician, or HVAC technician, focus on providing a personalised service that meets (or even exceeds) customers needs, and you’ll successfully build-long term relationships and become the go-to local provider in your niche.
Use personalised touches
81% of customers prefer to use businesses that provide personalised experiences — which is when messaging, offers, and recommendations are tailored to each customer’s unique history, needs, and preferences. When you provide customers with personal touches, you build trust that makes them loyal to your business over the rest. In fact, 71% of customers actually expect personalised brand interactions, so they’re essential if you want to compete with big home services brands.
For example, provide customers with service suggestions based upon their history. This can include maintenance reminders that help customers avoid future breakdowns and expensive repairs. These reminders are particularly useful in the spring and fall to help homeowners prepare for upcoming harsh weather. When you help customers avoid emergencies, customers see that you put people ahead of profits, which gains their trust and appreciation.
Exceed expectations
48% of customers are happy to pay more for customer service that exceeds their expectations. Although it’s not possible or necessary to go above and beyond every time, it can “wow” customers when you do and give you a competitive edge over big names. For example, if there’s another job you can complete for the customer on top of the one you’ve been called out for, do it. This doesn’t have to be a huge amount of work — if you’re repairing a HVAC unit, for instance, change the filters while you’re at it. Once finished, tell the customer about the extra job, and that you were happy to complete it. List it on the invoice as free of charge. This thanks the customer for their custom and further reinforces your value.
It’s also just as important to encourage customers to leave online reviews on platforms like Yelp, Facebook, and Google, so word spreads about how great your service is. As 95% of customers read online reviews before they decide to go with a company, reviews help attract new customers and boost your profits. In fact, businesses with a four-star average rating or more enjoy 32% greater revenue than those with lower reviews. And, if you do get a negative review, don’t panic. A professional, empathetic response and genuine effort to resolve the situation on your part can regain trust with the customer, and build credibility with anyone else reading.
Form an emotional connection with customers
“Companies that provide an emotional connection with customers outperform the sales growth of their competitors by 85%”, Forbes reports. If your home services brand can elicit positive emotions in customers (such as, trust, happiness, and sense of community), they’re more likely to develop an emotional bond that turns them into loyal repeat clients. So, for example, create a Facebook group where customers can ask questions about their home maintenance issues and your services. This is a great way to build community and keep up to date with and respond to customers’ current moods and needs.
Whereas big brands may use somewhat impersonal strategies like quick polls or blog posts to touch base with customers, you can instead regularly interact with them via the group. This strengthens relationships with new customers and can even win you new ones. But, always reply to comments promptly as you want customers to feel heard and valued, and not unimportant or ignored.
SMEs in the home services industry may have to work harder to compete against big brands, but it’s not impossible. As long as you provide a great customer experience, you’ll develop a relationship with customers and keep them coming back for more.
