Building Client Loyalty

Landscape contractors can assess their client bases to determine how to leverage business opportunities, as opposed to mending problems of dissatisfied clients. Stark advised business owners how they can exceed client expectations so valuable customers become advocates for your business at CLIP Sensible Software’s 11th annual CLIP Conference, “Dream, Plan, Dominate!” in Gaithersburg, Md., Nov. 14-18, 2000.

First, a contractor must determine a client’s needs, Stark stressed. Important service qualities include:

• Reliability: The ability to perform the promised service dependably and accurately



• Responsiveness: Willingness to help clients and to provide prompt service.



• Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence.



• Empathy: Caring, individualized attention. Understanding the situation from the client’s point of view.



• Tangibles: Appearance of personnel, equipment, facilities and communication materials.

Stark reminded contractors of the importance of building loyal advocates one experience at a time. Overall customer satisfaction can be achieved through processes such as sales, delivery, marketing products, billing and customer service, as well as common attributes a business builds with their customers, such as reliability, credibility and courtesy. Below is a service cycle Stark constructed to identify liabilities and leverage points for customer satisfaction.

1. START-UP
• Job inspection
• Photo documentation
• Start-up folder
• Turnover sales to operations


2. ROUTINE MAINTENANCE
• Specification of work
• Field management
• Quality control
• Personnel development
• Pro-activity
• Communication


3. NON-ROUTINE MAINTENANCE
• Coordination of specialized services (light construction, water, arbor, interior, exterior, etc.)
• Client special requests
• Service recovery


4. RENEWAL
• Time lines
• Research information
• Advance preparation
• Strategy
• Plan

Companies that experience what Stark titles “Code Red” have high client and employee turnover and need to return to the sales/start-up phase to improve customer satisfaction.