The simPRO customer journey
We’ve all heard about the simPRO journey, which is all about streamlining your business processes so you can get time for a life outside the business. To achieve the simPRO journey as a business owner, one of the first steps is to set up your business processes in a way that ensures consistent and quality customer service at every single interaction.
In this series of blog posts, we will explore the simPRO customer journey – that is, how your customers experience your service when your business is using simPRO. Let’s look at what they experience from start to finish and how we can automate, optimise and fine-tune for repeatability, personalisation, and long-term success.
Let’s start with an example of your customer’s journey to investigate the various Touch points and how the entire service process looks from the customer's point of view.
Take the example of Bob, who has a blocked drain that he needs fixed.
Bob starts the service process by looking at a Google local search result for local plumbers. There’s a 60% chance he’s doing this search on a mobile, so you'd better make sure your website is mobile responsive.
Source: Search Engine Land
To increase the likelihood of Bob finding you in that Google search, you also need to be advertising through Google Adwords in your local areas as applicable.
Another key factor in Bob's decision-making is the number and quality of reviews in your business's Google profile, so take a close look at how your previous customers are talking about you online.
In this example we’ve looked at Bob’s journey through Google, but the same could apply for customers searching on Facebook, Yellow Pages, or other directory sites.
Let’s assume you already have a mobile responsive website and a reasonable social presence to get some reviews on Google Plus and Google Places, so you rank well in search results and look legitimate to the casual visitor.
Next, Bob visits your website and fills in an enquiry form about his requirements. From this point forward, whether you get the job or not depends on his experience: how you handle the enquiry, pricing, and so on. He might have sent the same enquiry to a few different plumbers, or maybe on one of the service-seeking websites.
So the key is to differentiate Bob's interaction with your company from all the other places he enquired. Let’s look at how we can personalise this for Bob, maximising your chances to win the job, while at the same time automating the process to be seamless for the office staff.
First contact: Bob has sent an enquiry for a blocked drain
When he fills in the enquiry form on your website and submits it, does he get a confirmation in clear terms that the message has been received?
Do you promise to get back to Bob about his enquiry within 24 hours?
Best practice in this area is to send an automatic reply to the customer, giving them the details of everything that they have sent you and setting the expectation of when someone will get back to them.
You cannot overdo reviews / testimonials, so you might like to have a testimonial in the footer of the email and in any other contact with the customer.
Second contact: Getting back to Bob about his enquiry
The next step is for the office to contact the customer within the timeframe stated in the original email.
The office calls and gets any additional details of the enquiry, and makes an appointment for a technician to visit and give Bob a quotation. The office also needs to get the customer’s approval for any visit or service charges.
Alternatively, let’s look at what you do if Bob decides not to go ahead with getting a quotation from your business.
Do you discard the customer’s contact details at this stage, or keep them in your CRM to market to them in the future? What if the call went to voicemail and you weren’t able to get them on the phone? How do you follow up this lead? Do you have a backup follow up plan in place? What if Bob was only planning and estimating for the job? For the purpose of this series, we’ll assume a simple straight job conversion, but all of these different outcomes can be mapped out and followed through a CRM, which we’ll look at in detail in future blog posts.
Third contact: Confirmation email with appointment time
At the end of this call the customer gets an email with the appointment confirmation time and any other relevant details, such as any prep work to be done, any access / other important details, council permissions, clearway, main meter access – whatever may be required to prep the client or site for the job.
Fourth contact: Reminder of service on the day or day before
When the appointment is a day away, the customer should get an email or text message confirming the time of the appointment. If possible, it’s good to include a brief bio of the technician who’ll be visiting the location; this helps to build a personalised relationship and gives the customer background on the qualifications and quality of technicians.
Here’s an example of an introductory email with a photo of the technician and a brief bio explaining why he’s the best person for the job and how much experience he’s had.
John Key Master Plumber 18 years’ experience.
The Mr Fix-It-All,
John is a Master Plumber who completed his four-year plumber’s apprenticeship in 1999 and became a licensed plumbing contractor in 2004. He also has accreditation in water purification and filtration, green plumbing, tankless, heat pump, high efficiency and solar thermal water heaters, and rain water harvesting.
John’s expertise is drawn from over 15 years of experience in the field, on plumbing and gasfitting projects ranging from public schools and colleges, to fire stations, storefronts, and custom homes.
John is the Lead Plumber, Pet Feeder, Halloween Dracula, Christmas Santa and Mr Fix-It-all at Perfect Plumbing.
The point of this email is that:
- It builds a personal connection to the client
- It gives the client confidence that the person delivering the service is qualified and certified
- It allows you to charge a premium and differentiate yourself from the competition
- It encourages the client to leave a review after the job is complete.
5th contact : Gentle reminder of the service appointment
On the morning of the appointment , send an SMS or email reminding the client about the appointment and any actions they need to take on the day (clear driveway, access, preparation etc.). This serves as a reminder to the client about the scheduled service and offers a last opportunity to reschedule.
6th contact: Delivery of the service
Next is the actual service. Hope your service delivery is top notch and the issue is actually fixed / resolved in the cost estimate that was given originally.
As soon as the job is complete, the technician changes the status of the job in simPRO to Job Completed.
This then triggers another set of campaigns to follow up the client for how the service went and if it was up to the mark.
You can do a lot at this stage to ensure that every happy customer leaves you a review. It could be offering an incentive (think a movie ticket or coffee voucher) or something else. Here are some examples on how to structure a review campaign intelligently or watch this blog for a more detailed post on review campaigns using CRMs.
Will every job or enquiry go through this perfect scenario? Maybe not, but many will and going through these steps with simPRO and a powerful CRM like Infusionsoft can ensure your communication outreach and touch points on the customer’s journey are as impactful as possible.
Watch out for more on the simPRO customer journey.