WEBVTT
00:00:06.000 --> 00:00:09.439
Season one, episode three, customer expectations.
00:00:09.679 --> 00:00:14.320
Are you building fences or building great customer experiences?
00:00:14.560 --> 00:00:17.760
Hello everyone, and welcome to the Thornton Edge.
00:00:17.839 --> 00:00:29.760
I'm Tony Thornton, and for the next few minutes or so, we're going to talk about something that can make and or break your reputation in today's fence industry, and that is customer expectations.
00:00:30.000 --> 00:00:33.600
After more than 50 years in the fence industry, I've learned a simple truth.
00:00:33.840 --> 00:00:36.719
Customers don't just remember the fence you built.
00:00:36.880 --> 00:00:39.119
They remember the experience you gave them.
00:00:39.359 --> 00:00:42.479
Years ago, customer expectations were fairly simple.
00:00:42.719 --> 00:00:49.840
Build a quality fence, finish the job, collect the payment, but today things have drastically changed.
00:00:50.000 --> 00:00:52.079
Customers expect professionalism.
00:00:52.159 --> 00:00:54.159
They expect great communication.
00:00:54.320 --> 00:01:01.600
They expect reliability, and perhaps most importantly, they expect you to do exactly what you promised.
00:01:01.759 --> 00:01:02.960
Here's a quote for you.
00:01:03.200 --> 00:01:04.799
People will forget what you said.
00:01:05.040 --> 00:01:10.079
People will forget what you did, but people will never forget how you made them feel.
00:01:10.239 --> 00:01:13.359
So let's talk about what that means for your fence business.
00:01:13.519 --> 00:01:14.560
Here's the challenge.
00:01:14.719 --> 00:01:21.280
One of the biggest complaints customers have is not poor workmanship, it is poor communication.
00:01:21.439 --> 00:01:22.719
I want you to think about it.
00:01:22.799 --> 00:01:26.799
How many times have you heard a homeowner say, Well, they never called me back?
00:01:27.040 --> 00:01:29.200
I had no idea when they were coming.
00:01:29.359 --> 00:01:31.920
I couldn't get anyone to answer the phone.
00:01:32.079 --> 00:01:34.640
They finished the job and just disappeared.
00:01:34.879 --> 00:01:41.840
The funny thing is, the fence itself may have been absolutely perfect, but the customer's experience wasn't.
00:01:42.000 --> 00:01:46.959
In today's world, people compare your company not just to other fence contractors.
00:01:47.120 --> 00:01:50.079
They compare you to every company they do business with.
00:01:50.239 --> 00:01:56.959
They compare you to Amazon, FedEx, the local restaurants that gives them exceptional service.
00:01:57.120 --> 00:01:59.359
Their bank, their doctor's office.
00:01:59.519 --> 00:02:12.800
They've become so accustomed to updates, notifications, and quick responses that if your company can't meet these basic expectations, your competition will, or you're giving them the opportunity to do it anyway.
00:02:12.879 --> 00:02:15.439
So let's understand the customer's journey.
00:02:15.599 --> 00:02:19.120
This is something I encourage every contractor to think about.
00:02:19.280 --> 00:02:22.159
Walk through your business from the customer's perspective.
00:02:22.319 --> 00:02:24.159
What happens when they first call?
00:02:24.400 --> 00:02:26.719
Does someone answer the phone professionally?
00:02:26.879 --> 00:02:30.719
How long does it take a schedule to get to be scheduled to get an estimate?
00:02:30.879 --> 00:02:33.120
How quickly do they receive a proposal?
00:02:33.280 --> 00:02:35.840
Do they know what's happening after they sign the contract?
00:02:36.000 --> 00:02:38.240
And in my humble opinion, this is the biggest gap.
00:02:38.400 --> 00:02:41.520
Job has been sold and they don't hear from anyone for several weeks.
00:02:41.680 --> 00:02:43.599
Do they know when the materials are arriving?
00:02:43.759 --> 00:02:45.759
Do they know when the installation begins?
00:02:45.919 --> 00:02:48.639
Do they know how to expect during construction?
00:02:48.800 --> 00:02:51.919
And do they receive a follow-up after the job is complete?
00:02:52.080 --> 00:02:55.280
Customers don't like surprises unless they're good ones.
00:02:55.439 --> 00:03:00.479
So not knowing creates anxiety, but communication creates confidence.
00:03:00.719 --> 00:03:05.599
One simple phone call or a text message can prevent frustration and can build trust.
00:03:05.680 --> 00:03:07.120
So let's talk about a solution.
00:03:07.280 --> 00:03:09.520
How do we exceed customer expectations?
00:03:09.680 --> 00:03:11.599
I believe there are four simple principles.
00:03:11.840 --> 00:03:13.599
First, communicate early.
00:03:13.759 --> 00:03:15.840
If you're going to be late, call.
00:03:16.000 --> 00:03:20.080
If there is going to be a delay in materials being received, call.
00:03:20.319 --> 00:03:23.599
If the weather impacts the schedule, give them a call.
00:03:23.759 --> 00:03:26.560
Customers understand these type problems.
00:03:26.719 --> 00:03:29.360
What they don't understand is not hearing from anyone.
00:03:29.520 --> 00:03:32.400
Second, set realistic expectations.
00:03:32.560 --> 00:03:37.360
Don't promise a three-week installation time if you know it's going to take five.
00:03:37.520 --> 00:03:40.719
It's always better to underpromise and overdeliver.
00:03:40.879 --> 00:03:44.560
And we have heard this most of our life, so let's begin doing it.
00:03:44.719 --> 00:03:47.360
Third, we must maintain professionalism.
00:03:47.520 --> 00:03:52.560
Clean trucks, professional appearance, respectful language, organized job sites.
00:03:52.800 --> 00:03:54.879
Small details make a big impression.
00:03:55.039 --> 00:03:59.360
And fourth, follow up with the installation after the installation.
00:03:59.520 --> 00:04:03.360
A quick phone call asking, are you happy with the new fence, Miss Jones?
00:04:03.520 --> 00:04:06.159
This, my friends, can create a customer for life.
00:04:06.319 --> 00:04:12.719
It also gives you an opportunity to address any concerns before they become a negative online review.
00:04:12.800 --> 00:04:16.000
And all of you are striving for that five-star review, right?
00:04:16.240 --> 00:04:18.240
So what is the power of reputation?
00:04:18.399 --> 00:04:23.199
One of the biggest challenges in our industry is the influence of online reviews.
00:04:23.439 --> 00:04:28.560
Years ago, word of mouth happened over the backyard fence or at a social gathering of friends.
00:04:28.720 --> 00:04:30.399
Today it happens online.
00:04:30.800 --> 00:04:33.120
A satisfied customer tells a few friends.
00:04:33.279 --> 00:04:38.079
An unhappy customer tells hundreds and sometimes thousands through social media.
00:04:38.240 --> 00:04:42.240
Every customer interaction becomes part of your marketing strategy.
00:04:42.399 --> 00:04:43.680
Think about it this way.
00:04:43.839 --> 00:04:47.680
Your sales process starts long before you meet a customer.
00:04:47.839 --> 00:04:55.439
They're reading your reviews, they're looking at your website, they're checking your social media, and they're talking to their neighbors.
00:04:55.600 --> 00:04:58.480
They're even contacting those reviews to find out more.
00:04:58.639 --> 00:05:07.120
So you need to understand the quality of your customer experience becomes one of your strongest competitive advantages.
00:05:07.360 --> 00:05:09.759
This is a differentiator, in my opinion.
00:05:09.839 --> 00:05:12.879
And people trust companies that deliver on their promises.
00:05:13.040 --> 00:05:22.560
So this week's challenge for you to do I want you to take a look at your company through your customers' eyes and ask yourself, how quickly do we return calls?
00:05:22.720 --> 00:05:25.360
How quickly do we provide the estimates?
00:05:25.600 --> 00:05:29.839
Do we communicate between closing the sale and scheduling?
00:05:30.000 --> 00:05:34.000
And as mentioned earlier, this is the largest gap, in my opinion.
00:05:34.079 --> 00:05:36.399
And here's the most of your problems.
00:05:36.639 --> 00:05:39.120
Do we communicate schedule changes?
00:05:39.360 --> 00:05:41.040
Do we keep our promises?
00:05:41.279 --> 00:05:43.360
Do we follow up after the job?
00:05:43.519 --> 00:05:45.040
And here's one more question.
00:05:45.279 --> 00:05:46.959
Would I hire my own company?
00:05:47.759 --> 00:05:48.720
That's a big one.
00:05:48.959 --> 00:05:50.160
Would you hire yourself?
00:05:50.319 --> 00:05:55.120
If the answer isn't immediately yes, you've identified the opportunity for improvement.
00:05:55.199 --> 00:05:58.480
Remember, great customer service doesn't happen by accident.
00:05:58.720 --> 00:06:00.079
It is a process.
00:06:00.240 --> 00:06:02.399
So I'd like to leave you with a final thought.
00:06:02.560 --> 00:06:07.040
At the end of the day, customers don't simply buy fence, they buy peace of mind.
00:06:07.199 --> 00:06:15.199
They buy security, they buy privacy, they buy curb appeal and aesthetics, and they buy confidence that they have hired the right fence company.
00:06:15.360 --> 00:06:21.839
The fence you build may last twenty or thirty years, but the impression you leave on them can last a lifetime.
00:06:22.000 --> 00:06:24.480
A great customer experience doesn't cost money.
00:06:24.720 --> 00:06:26.480
Poor customer service does.
00:06:26.720 --> 00:06:31.920
Build great fences, but more importantly, build great relationships.
00:06:32.079 --> 00:06:34.319
So thank you for spending these few minutes with me.
00:06:34.399 --> 00:06:43.439
And if you have any interest in a free consultation scorecard for your business, visit fencing consultinggroup.com and click on the free scorecard.
00:06:43.680 --> 00:06:46.639
Also, check out the Fence Masters Peer-to-Peer Group.
00:06:46.720 --> 00:06:47.519
Become a member.
00:06:47.600 --> 00:06:48.639
We'd love to have you.
00:06:48.800 --> 00:06:51.759
I'm Tony Thornton, and this has been the Thornton Edge.
00:06:51.839 --> 00:07:01.360
And remember, very important, people may forget your price, they may even forget your timeline, but they'll never forget how you treated them.
00:07:01.519 --> 00:07:10.800
So exceed expectations, earn their trust, build a great fence, but more importantly, build a great fence business that customers are proud to recommend.
00:07:10.879 --> 00:07:12.079
I'll see you next time.
00:07:12.240 --> 00:07:13.839
Keep on fencing.
00:00:06.000 --> 00:00:09.439
Season one, episode three, customer expectations.
00:00:09.679 --> 00:00:14.320
Are you building fences or building great customer experiences?
00:00:14.560 --> 00:00:17.760
Hello everyone, and welcome to the Thornton Edge.
00:00:17.839 --> 00:00:29.760
I'm Tony Thornton, and for the next few minutes or so, we're going to talk about something that can make and or break your reputation in today's fence industry, and that is customer expectations.
00:00:30.000 --> 00:00:33.600
After more than 50 years in the fence industry, I've learned a simple truth.
00:00:33.840 --> 00:00:36.719
Customers don't just remember the fence you built.
00:00:36.880 --> 00:00:39.119
They remember the experience you gave them.
00:00:39.359 --> 00:00:42.479
Years ago, customer expectations were fairly simple.
00:00:42.719 --> 00:00:49.840
Build a quality fence, finish the job, collect the payment, but today things have drastically changed.
00:00:50.000 --> 00:00:52.079
Customers expect professionalism.
00:00:52.159 --> 00:00:54.159
They expect great communication.
00:00:54.320 --> 00:01:01.600
They expect reliability, and perhaps most importantly, they expect you to do exactly what you promised.
00:01:01.759 --> 00:01:02.960
Here's a quote for you.
00:01:03.200 --> 00:01:04.799
People will forget what you said.
00:01:05.040 --> 00:01:10.079
People will forget what you did, but people will never forget how you made them feel.
00:01:10.239 --> 00:01:13.359
So let's talk about what that means for your fence business.
00:01:13.519 --> 00:01:14.560
Here's the challenge.
00:01:14.719 --> 00:01:21.280
One of the biggest complaints customers have is not poor workmanship, it is poor communication.
00:01:21.439 --> 00:01:22.719
I want you to think about it.
00:01:22.799 --> 00:01:26.799
How many times have you heard a homeowner say, Well, they never called me back?
00:01:27.040 --> 00:01:29.200
I had no idea when they were coming.
00:01:29.359 --> 00:01:31.920
I couldn't get anyone to answer the phone.
00:01:32.079 --> 00:01:34.640
They finished the job and just disappeared.
00:01:34.879 --> 00:01:41.840
The funny thing is, the fence itself may have been absolutely perfect, but the customer's experience wasn't.
00:01:42.000 --> 00:01:46.959
In today's world, people compare your company not just to other fence contractors.
00:01:47.120 --> 00:01:50.079
They compare you to every company they do business with.
00:01:50.239 --> 00:01:56.959
They compare you to Amazon, FedEx, the local restaurants that gives them exceptional service.
00:01:57.120 --> 00:01:59.359
Their bank, their doctor's office.
00:01:59.519 --> 00:02:12.800
They've become so accustomed to updates, notifications, and quick responses that if your company can't meet these basic expectations, your competition will, or you're giving them the opportunity to do it anyway.
00:02:12.879 --> 00:02:15.439
So let's understand the customer's journey.
00:02:15.599 --> 00:02:19.120
This is something I encourage every contractor to think about.
00:02:19.280 --> 00:02:22.159
Walk through your business from the customer's perspective.
00:02:22.319 --> 00:02:24.159
What happens when they first call?
00:02:24.400 --> 00:02:26.719
Does someone answer the phone professionally?
00:02:26.879 --> 00:02:30.719
How long does it take a schedule to get to be scheduled to get an estimate?
00:02:30.879 --> 00:02:33.120
How quickly do they receive a proposal?
00:02:33.280 --> 00:02:35.840
Do they know what's happening after they sign the contract?
00:02:36.000 --> 00:02:38.240
And in my humble opinion, this is the biggest gap.
00:02:38.400 --> 00:02:41.520
Job has been sold and they don't hear from anyone for several weeks.
00:02:41.680 --> 00:02:43.599
Do they know when the materials are arriving?
00:02:43.759 --> 00:02:45.759
Do they know when the installation begins?
00:02:45.919 --> 00:02:48.639
Do they know how to expect during construction?
00:02:48.800 --> 00:02:51.919
And do they receive a follow-up after the job is complete?
00:02:52.080 --> 00:02:55.280
Customers don't like surprises unless they're good ones.
00:02:55.439 --> 00:03:00.479
So not knowing creates anxiety, but communication creates confidence.
00:03:00.719 --> 00:03:05.599
One simple phone call or a text message can prevent frustration and can build trust.
00:03:05.680 --> 00:03:07.120
So let's talk about a solution.
00:03:07.280 --> 00:03:09.520
How do we exceed customer expectations?
00:03:09.680 --> 00:03:11.599
I believe there are four simple principles.
00:03:11.840 --> 00:03:13.599
First, communicate early.
00:03:13.759 --> 00:03:15.840
If you're going to be late, call.
00:03:16.000 --> 00:03:20.080
If there is going to be a delay in materials being received, call.
00:03:20.319 --> 00:03:23.599
If the weather impacts the schedule, give them a call.
00:03:23.759 --> 00:03:26.560
Customers understand these type problems.
00:03:26.719 --> 00:03:29.360
What they don't understand is not hearing from anyone.
00:03:29.520 --> 00:03:32.400
Second, set realistic expectations.
00:03:32.560 --> 00:03:37.360
Don't promise a three-week installation time if you know it's going to take five.
00:03:37.520 --> 00:03:40.719
It's always better to underpromise and overdeliver.
00:03:40.879 --> 00:03:44.560
And we have heard this most of our life, so let's begin doing it.
00:03:44.719 --> 00:03:47.360
Third, we must maintain professionalism.
00:03:47.520 --> 00:03:52.560
Clean trucks, professional appearance, respectful language, organized job sites.
00:03:52.800 --> 00:03:54.879
Small details make a big impression.
00:03:55.039 --> 00:03:59.360
And fourth, follow up with the installation after the installation.
00:03:59.520 --> 00:04:03.360
A quick phone call asking, are you happy with the new fence, Miss Jones?
00:04:03.520 --> 00:04:06.159
This, my friends, can create a customer for life.
00:04:06.319 --> 00:04:12.719
It also gives you an opportunity to address any concerns before they become a negative online review.
00:04:12.800 --> 00:04:16.000
And all of you are striving for that five-star review, right?
00:04:16.240 --> 00:04:18.240
So what is the power of reputation?
00:04:18.399 --> 00:04:23.199
One of the biggest challenges in our industry is the influence of online reviews.
00:04:23.439 --> 00:04:28.560
Years ago, word of mouth happened over the backyard fence or at a social gathering of friends.
00:04:28.720 --> 00:04:30.399
Today it happens online.
00:04:30.800 --> 00:04:33.120
A satisfied customer tells a few friends.
00:04:33.279 --> 00:04:38.079
An unhappy customer tells hundreds and sometimes thousands through social media.
00:04:38.240 --> 00:04:42.240
Every customer interaction becomes part of your marketing strategy.
00:04:42.399 --> 00:04:43.680
Think about it this way.
00:04:43.839 --> 00:04:47.680
Your sales process starts long before you meet a customer.
00:04:47.839 --> 00:04:55.439
They're reading your reviews, they're looking at your website, they're checking your social media, and they're talking to their neighbors.
00:04:55.600 --> 00:04:58.480
They're even contacting those reviews to find out more.
00:04:58.639 --> 00:05:07.120
So you need to understand the quality of your customer experience becomes one of your strongest competitive advantages.
00:05:07.360 --> 00:05:09.759
This is a differentiator, in my opinion.
00:05:09.839 --> 00:05:12.879
And people trust companies that deliver on their promises.
00:05:13.040 --> 00:05:22.560
So this week's challenge for you to do I want you to take a look at your company through your customers' eyes and ask yourself, how quickly do we return calls?
00:05:22.720 --> 00:05:25.360
How quickly do we provide the estimates?
00:05:25.600 --> 00:05:29.839
Do we communicate between closing the sale and scheduling?
00:05:30.000 --> 00:05:34.000
And as mentioned earlier, this is the largest gap, in my opinion.
00:05:34.079 --> 00:05:36.399
And here's the most of your problems.
00:05:36.639 --> 00:05:39.120
Do we communicate schedule changes?
00:05:39.360 --> 00:05:41.040
Do we keep our promises?
00:05:41.279 --> 00:05:43.360
Do we follow up after the job?
00:05:43.519 --> 00:05:45.040
And here's one more question.
00:05:45.279 --> 00:05:46.959
Would I hire my own company?
00:05:47.759 --> 00:05:48.720
That's a big one.
00:05:48.959 --> 00:05:50.160
Would you hire yourself?
00:05:50.319 --> 00:05:55.120
If the answer isn't immediately yes, you've identified the opportunity for improvement.
00:05:55.199 --> 00:05:58.480
Remember, great customer service doesn't happen by accident.
00:05:58.720 --> 00:06:00.079
It is a process.
00:06:00.240 --> 00:06:02.399
So I'd like to leave you with a final thought.
00:06:02.560 --> 00:06:07.040
At the end of the day, customers don't simply buy fence, they buy peace of mind.
00:06:07.199 --> 00:06:15.199
They buy security, they buy privacy, they buy curb appeal and aesthetics, and they buy confidence that they have hired the right fence company.
00:06:15.360 --> 00:06:21.839
The fence you build may last twenty or thirty years, but the impression you leave on them can last a lifetime.
00:06:22.000 --> 00:06:24.480
A great customer experience doesn't cost money.
00:06:24.720 --> 00:06:26.480
Poor customer service does.
00:06:26.720 --> 00:06:31.920
Build great fences, but more importantly, build great relationships.
00:06:32.079 --> 00:06:34.319
So thank you for spending these few minutes with me.
00:06:34.399 --> 00:06:43.439
And if you have any interest in a free consultation scorecard for your business, visit fencing consultinggroup.com and click on the free scorecard.
00:06:43.680 --> 00:06:46.639
Also, check out the Fence Masters Peer-to-Peer Group.
00:06:46.720 --> 00:06:47.519
Become a member.
00:06:47.600 --> 00:06:48.639
We'd love to have you.
00:06:48.800 --> 00:06:51.759
I'm Tony Thornton, and this has been the Thornton Edge.
00:06:51.839 --> 00:07:01.360
And remember, very important, people may forget your price, they may even forget your timeline, but they'll never forget how you treated them.
00:07:01.519 --> 00:07:10.800
So exceed expectations, earn their trust, build a great fence, but more importantly, build a great fence business that customers are proud to recommend.
00:07:10.879 --> 00:07:12.079
I'll see you next time.
00:07:12.240 --> 00:07:13.839
Keep on fencing.
