The Benefits of Premier Customer Service

While the times may be tough, one residential lawn care company is faring well in today’s gloomy economy. For more than 25 years, Ford’s Hometown Services of Worcester, Mass., has not only expanded its pest control and turf management services throughout the state and Rhode Island, it also has been able to retain about 90 percent of its customers.

Vice President Chris Ford attributes much of his company’s success to the “premier customer service” his staff offers its 5,000 clients.

“Customer service begins with treating each customer as if he or she is your only customer,” he says. “We don’t allow the customer to make us a number, either.  We spend time with them. Getting to know them can be the personal touch that’s invaluable. That way the customer most likely will give us a second chance.”

Customer feedback also is important. Ford says the company distributes report cards to each of its customers, which allows even the most non-confrontational person to speak up about their service concerns.

“Almost all of our customers send them in,” he says. “I personally look at every envelope and follow up immediately if there are negative concerns. I will not just attempt to call them, but I will indeed call them three times a day, everyday, until I reach them and resolve their concerns. I don’t mind being a persistent pest – it shows them my commitment. Not calling a customer back is a mortal sin in this company.”

Additionally, the company makes it a point to contact customers regularly throughout the year.

“We speak with every customer a minimum of five times a year,” Ford explains. “Hearing their concerns before your service not only creates a better service to the customer but also saves on service callbacks.”

Although the company boasts a high retention rate, some people do cancel their accounts because they are not satisfied. To combat it, Ford personally handles all cancellations.

“Studies show that it costs $200 to add a customer and $400 to lose one,” he says. “I speak with every customer and document his or her reason for leaving. Out of the 10 percent average loss, only 3 to 4 percent cancel for dissatisfaction. Many of these are first-year customers who expected too much too quick. Our goal is to educate this group on the true reality that lawn care is a process and takes time.”

Ford’s Hometown Services also has made changes to keep customers from discontinuing services when their budgets tighten. This year, the company is putting more emphasis on the Internet. Now, for the first time, customers can pay online using a variety of payment methods including a plan that allows them to pay over a 12-month cycle.

Maintaining customer satisfaction is only half the battle, though. Ford says employees have to be happy as well. To keep technicians working hard, the company holds monthly contests and employee appreciation days, in addition to providing various production and sales awards and half days on Fridays.

Most importantly, the company makes everyone feel a part of a team, he adds.

“It is so important,” Ford says. “These technicians are the guys on the road, the ones on the frontline seeing the customers. Happy and confident employees are great employees. Invest in them and they will invest in you – they will produce for you with your vision.”

The company may keep the majority of its customers after an initial service, but Ford acknowledges premier customer service doesn’t come cheap.

“We’re detailed throughout the organization and committed to our old school values,” he said. “The more you give the harder it gets. New growth is slow to come with this vision, but customer service remains premier. It affects the bottom line and makes it harder to be price competitive. I’m not rich yet, but I will die proud trying.”