By Jim D’Amico, President
Rock star Lenny Kravitz once said…
“The loyalty rate isn’t that high. I could have a big hit, then put out the next single, and they say, ‘Oh yeah, who are you? Prove it again’.”
Much like famous musicians, in many ways as a contractor you need to continue to substantiate your value to the customer in order to increase customer loyalty. Yet this can be a two-way street, with you beginning the process by proving your loyalty to the customer… and it all begins with electrical, plumbing, or HVAC maintenance agreements..
When a person signs up for an with electrical, plumbing, or HVAC maintenance agreement they have a set of expectations including properly maintained equipment, and overall value on their investment. The best way to provide that value is to show up when promised. This may sound simple but can actually be quite challenging. (Note: If this is one of your challenges please take a look at Service Frequency.)
However, when you overcome the hurdles of showing up twice per year the customer not only experiences the value of your maintenance agreement, they are also aware of your interest in their comfort and safety… In other words, your loyalty to them.
With your company showing up like clockwork, why would they consider calling another contractor for service?
It’s likely they wouldn’t. By being dependable you will have increased customer loyalty and may have made them your customer for life.