One of the most common comments from many of our members who’ve been in the industry a while is about the business over time having to look at a changed approach to the way that it relates to its customers.
That change has been driven by evolving customer expectations and the demand for higher service quality. As homeowners and businesses have become more informed and discerning, there’s been a need adapt to meet these new standards.
Let’s firstly look at some of the factors that have influenced that change:
- Looking back quite a lot of smaller jobs were not priced and dealt with on an hourly rate – a good deal of trust was placed in the customer/contractor relationship with this approach, and it worked well for many years
- In many respects a good deal of that trust has broken down over time, particularly in the new customer/contractor relationship – this has been largely been due to the prevalence of negative press stories and images that have built up over time of customers being ripped off
- As installation and service costs have increased many customers have become very price focussed – expectations can sometimes outstrip the finance available to do the work
- The scope of work that’s undertaken with many customers has changed over time – the industry is more so than ever undertaking high value works in smaller and smaller properties which in turn drives customer expectations and the process of completing the works and what the job is like/ how it works when completed.
This article explores what are seen as the key changes in customer expectations and how we can look at rising to those challenges.
- Transparency and Trust
One of the most significant shifts in customer expectations is the demand for transparency and trust. Customers expect clear, detailed quotations and invoices that break down costs, so they understand exactly what they are paying for. This transparency helps to build trust and prevent problematic disputes over unexpected charges or work that has not formed part of the price for the job.
From an APHC perspective, we can’t emphasise enough the importance of doing the preliminary groundwork when pricing for works, including a thorough site survey based on a detailed review of customer requirements. Then thoroughly detailing the scope of works to be undertaken in the quotation and any supporting documentation. Here it’s important to detail the work that you will do as well as the work that you won’t be doing or being responsible for – such as responsibilities in the event of asbestos being found, the operating performance of any existing system components are to name but a few of the exclusions to be listed.
So, we can meet this expectation by providing itemised detailed quotes and then maintain open communication throughout the project. One positive here is that with the advent of digital tools and communications it’s become much easier to standardise, process and produce quotations and invoices. Then easily send them to the customer enhancing transparency and making the process more efficient.
- Punctuality and Reliability
Punctuality has always been important, but it has become even more critical in today’s fast-paced world. Customers expect contractors to arrive on time and complete the job within the agreed timeframe. Delays can disrupt their schedules and often leads to dissatisfaction.
So, planning work and punctuality are seen as important. One of the most popular customer gripes is a failure to communicate any delays, which from time to time are unavoidable. We therefore need to be factoring some element of time/cost to the administration of our work to cover the communications required to effectively keep customers up to date and hence informed.
- Quality of Workmanship
Quality workmanship is a non-negotiable expectation for modern customers. They want assurance that the work will be done correctly the first time, using quality materials and techniques. Poor workmanship can lead to costly repairs and damage the contractor’s reputation.
Here we’d say there’s a real opportunity to members to sell quality to customers by differentiating themselves from other companies and upselling the quality of materials and installation work you’re providing over others who may be quoting – product samples and a portfolio of previous work to show customers can very much influence their decision making.
Sometimes members are asked to do jobs that are either not feasible or will not meet regulatory standards or the customer plainly doesn’t have sufficient funds available. A useful question in this scenario often voiced by many of our experienced members is – do I really need this work?
It goes without saying that to turnout high quality workmanship we need to invest in ongoing training of staff, staying updated with the latest industry standards, and using approved quality materials. Regular quality checks and taking customer feedback can also help maintain high standards.
- Customer Service and Communication
Excellent customer service is seen as a key differentiator in the plumbing and heating industry. Customers expect contractors to be courteous, respectful, and responsive. Good communication is essential, from the initial inquiry to the completion of the job and beyond.
This can be enhanced by providing basic customer service training for staff in communication skills and customer relations. This need not involve attending costly training courses, it could be achieved by some basic one to one training at induction with on how staff should effectively communicate with the customer followed up by periodic toolbox talks as reminders. Following up with customers after the job is completed to ensure satisfaction and address any concerns can also significantly improve service quality over time.
- Sustainability and Eco-Friendly Practices
With growing awareness of environmental issues, some customers are increasingly looking for contractors who use sustainable and eco-friendly practices. This includes using energy-efficient products, reducing waste, and offering solutions that minimise environmental impact.
We can meet this expectation by staying informed about the latest green technologies and practices. Offering eco-friendly options and educating customers about the benefits can also enhance our reputation and attract environmentally conscious clients.
- Digital Presence and Online Reviews
In the digital age, a strong online presence is often seen as crucial for attracting and retaining customers. Potential clients often research contractors online, looking at reviews and the company’s online presence and accreditations before making a decision.
An online presence can be managed by maintaining an up-to-date website, engaging with customers on social media, and encouraging satisfied customers to leave positive reviews. Responding to negative reviews professionally and addressing any issues can also help maintain a good reputation.
- Health and Safety Standards
Business customers in particular expect contractors to follow strict health and safety protocols to protect both their staff and clients.
We can meet this expectation by implementing effective health and safety policies and procedures and training staff to follow these protocols. Communicating these measures to customers can also reassure them and build trust.
- Technological Advancements
Technological advancements are reshaping the plumbing and heating industry, and customers expect contractors to leverage these innovations. This includes using smart home technologies, advanced diagnostic tools, and more recently efficient project planning software.
We can stay competitive by investing in the latest technologies and training staff to use them effectively. Demonstrating the benefits of these technologies to customers can also enhance their service offering and differentiate your business from competitors.
- Personalised Services
Many customers expect personalised services tailored to their specific needs and preferences. This means understanding their unique requirements and providing customised solutions rather than a one-size-fits-all approach.
We can offer personalised services by taking the time to understand each customer’s needs and preferences. This can involve conducting thorough consultations, offering tailored recommendations, and providing flexible solutions that meet their specific requirements.
- After-Sales Support
After-sales support is becoming increasingly important. Customers expect contractors to provide ongoing support and maintenance services to ensure their systems continue to operate efficiently.
We can enhance after-sales support by offering maintenance contracts, providing regular system checks, and being readily available to address issues should they arise. This not only improves customer satisfaction but also fosters long-term relationships and repeat business.
Conclusion
The landscape of customer expectations and service quality in the plumbing and heating industry is developing rapidly and at pace – we’re seeing many fundamental changes that are being brought about by accreditation schemes such as MCS that are seeking to shape the customer/contractor relationship.
By profiling our business against these expectations, we can not only enhance customer satisfaction but also build a strong reputation and secure long-term success. At the same time, we can look to protect the business as much as possible and circumvent many common areas of customer complaint that can cost time and money.
As the market continues to evolve, staying attuned to customer needs and continuously improving service quality is often seen as key to thriving in this dynamic environment.
