The differentiator in highly competitive industries often comes down to one thing: understanding the importance of customer service, and delivering great customer service.
In a competitive marketplace, we generally see one or two providers rising to the top. Consider the fast-food industry. There are fast-food restaurants everywhere and many players in this market. Currently, the leader in this industry is Chick-fil-A. This chain generates more revenue per store in a year than any other fast-food chain in the nation. It also experiences the lowest employee turnover and highest customer loyalty of any other fast-food brand.
How? Hint: It’s not the food, and it’s not the price. Chick-fil-A separates itself from its competitors with the way they serve the customers. Their main differentiator is superior customer service.
Price and product quality do matter. If the chain’s prices were not comparable to its competitors, or its food was no good, it couldn’t compete. But these are not the things that separate Chick-fil-A.
Consider the convenience store industry. A chain from Oklahoma called QuikTrip (QT) leads the industry. It posts better revenue per “person-hour” than any other convenience store chain surveyed. Fortune has ranked QT America’s favorite convenience store for five years in a row.
Why? Same hint: It’s not the sodas and M&Ms, and it’s not the price of gas. Once again, the company separates itself from its competitors through superior customer service.
Why Is the Importance of Customer Service So Critical?
This same dynamic is found in many industries. We also can name competitive industries where a leader has not emerged. In these situations, competitors are forced to compete on price, driving down margins in ways that take the fun out of doing business.
In the landscape industry, leaders differentiate themselves in the same way. They acknowledge that there are many competitors who can provide a comparable product at comparable prices. Their strategy is to provide a better experience for their customers. This approach does not happen through good intentions or hope; it happens through preparation, planning and training.
Preparation and Planning: The Foundation of Great Service
Few would question the importance of customer service. But how do we accomplish great customer service? This preparation involves proactively planning for routine service, valuing relationships, and anticipating service recovery.
What concepts, phrases or prompts can you empower your team with to ensure a good experience for your customers during routine service interactions? Start by asking what your customers value.
Understand that ours is a relationship industry, as opposed to a transactional one. Relationships need management as much as landscapes do. What are the dynamics of great relationships as opposed to those that are not so great?
And finally, have a plan for when things go wrong. A disappointed customer doesn’t benefit from blame or condemnation. He or she benefits through a well-thought-out service recovery plan. It’s no secret that things will go wrong from time to time, so draft a plan to anticipate it and train your team to the plan.
Account Managers: The Face of Your Brand
Account managers are critical to embodying the importance of customer service. They act as the primary point of contact, building trust and ensuring client satisfaction. By equipping account managers with the right tools and training, companies can strengthen relationships and reinforce their commitment to service excellence.
Five Ways Customer Service Drives Success
To highlight the importance of customer service, consider these benefits:
- Builds Client Loyalty: Exceptional service encourages repeat business.
- Enhances Reputation: Positive experiences lead to word-of-mouth referrals.
- Increases Retention: Satisfied clients are less likely to switch providers.
- Drives Revenue: Studies show 86% of customers pay more for better service.
- Sets You Apart: In competitive markets, service is a true differentiator.
Envisor’s Approach to Service Excellence
Through our Green Dot System, Envisor helps landscape businesses implement best practices that prioritize the importance of customer service. From training programs to operational frameworks, we empower teams to deliver results that keep clients coming back.
Conclusion
In the landscape industry, the importance of customer service is the enduring differentiator that drives success. By focusing on preparation, empowering account managers, and leveraging systems like Green Dot, businesses can create lasting client relationships and stand out in a crowded market. Let Envisor help you make customer service your competitive edge.
Customer service is the enduring differentiator in our industry. Use it.
