SHOWING VALUE I would like to address the 5th step in the A.S.S.I.S.T. acronym, which is showing the customer value. This step is often overlooked in the repair process, but when done properly, it can dramatically increase your customer retention and future business. Even if the repair or diagnosis is a simply one that only takes a few minutes, the customer still wants to see value in what they are paying. We can walk through just a few of the ways this can be done with little to no cost to the franchisee. Providing value to the customer encourages positive customer feedback while reducing customer acquisition costs since they are more likely to refer you new customers. Let’s start in the laundry room. If you happen to be working on a washing machine, it’s a good idea to inspect the dryer while you are at it. You can easily pop open the cabinet and clean out any lint that might have built up inside the cabinet. In turn, I recommend taking pictures of the inside before and after the cleaning so you can show the customer. You can also inspect the belt and other components of the dryer to insure proper functioning. This is also a good time BY STEVE BOWLES, FRANCHISE CONSULTANT
to make recommendations to the customer as far as explaining ways they can improve the performance of their appliance. This might even result in an additional repair while in the home. Now, moving on into the kitchen. Another great opportunity for you to add value to a repair, would be to clean or replace (depending on the price) the vent-a-hood filter over the stove. Many times this is forgotten about by the homeowner. You could also clean the stove top and drip pans. This is another opportunity for you to upsell various product you might have while showing value at the same time. If you happen to be working on the refrigerator and already have it out from the wall, take advantage on the opportunity there for showing value to the customer, by going ahead and cleaning the evaporator coils. Explain to the customer verbally and on the work order what you did, and why it’s good to do this on a regular basis. A final area for consideration when trying to add value to a call is making sure your technicians are in full uniform and prepared for whatever situation they might encounter. I have encountered many techs that have not been in full uniform and been out on far too many field rides with technicians that were not prepared and/or didn’t have the equipment or tool needed for the job. In turn, they would ask the customer to borrow theirs. I have seen techs ask customers for tools, towels, buckets, ladders, etc. The customer is paying for expert appliance repair and the convenience of not having to get involved in the repair. By the customer having to provide materials to a tech, it makes the company come across as incompetent and unprepared. By having the little things like the correct tools, a Shop Vac, extra towels, buckets, etc. available it appears that it isn’t this company’s first rodeo and that they have experienced this situation before and are ready for it. Sometimes, you might think the customer isn’t watching or won’t notice if you try to rush through a call, not pay attention to detail, or miss a step in Front Line Service. However, all you are doing is hurting yourself and the brand as everything always comes out in the wash (no pun intended). I leave you with this. There are many ways to show value to a customer, and a franchisee knows if they are or are not doing it on a regular basis. A customer might not be able to describe what they are looking for in a service professional, but I can assure you that they know value when they see it.
toolbox ® |4th Edition 11
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