Ready for summer: Building customer loyalty despite COVID-19

by Dave Flaherty | June 11, 2020 11:09 am

By Rachel Pritz

Service companies should explain how their techs use gloves and masks while performing any work in the customer's backyard. — Service companies should explain how their techs use gloves and masks while performing any work in the customer’s backyard.

It has certainly been a difficult time for the pool and spa industry, not to mention the entire world right now, as everyone works to navigate the unknowns of this global pandemic and its profound impact.

That said, pool and spa service professionals are considered essential right now, as stagnant bodies of water can be disastrous. Tens of thousands of pools and spas left to fester without chlorine/bromine and proper maintenance can lead to a public health crisis all on its own! Pools can turn green in as little as two weeks and will breed mosquitoes that can carry viruses such as West Nile, Zika, and more. Taking care of a pool or spa is more than just cleaning it. The water needs to be maintained. That said, a pool and spa service company’s customers (and potential new clients) are going to need help to keep their pool and spa water clean, clear, and safe.

Fortunately, today’s technology and pool/spa service business softwares allow for safe social distancing or the elimination of physical contact with consumers. Whether it is delivering the right chemicals to the client’s doorstep or doing interactive phone calls to troubleshoot problems, it is time to make the most of these technologies to build meaningful relationships while maintaining customer loyalty. The following are some recommendations for service companies on how they can use these innovative solutions to keep their business moving.

Connect with customers and be supportive

Taking care of a spa is more than just cleaning it. The water needs to be maintained.

With the shift to remote work, it is important for professionals to adjust the ways in which they connect with customers who are now working from home. These clients are looking longingly at their pools and spas as they wait for warmer weather to enjoy a ‘staycation’ at home. Right now, people are feeling isolated, so they may be more receptive to phone calls, texts, or emails. To reach each and every customer, a service company can split its customer list among every one of its staff members. Even if the service company’s staff is working from home, they can still connect with dozens of customers and use remote business software to take orders by phone, take notes, schedule service, etc. Not only is this a productive way to reach out to clients, but it is also a great way to cross-train employees while giving them meaningful work that builds deeper customer loyalty.

The author recommends starting with an email (if the customer has opted-in to this method of communication) that tells them the business is open and ready to help. These same messages can also be conveyed in a phone conversation and is a great way to start a conversation. Remember, these are not cold calls as staff members are reaching out to the company’s existing customer base. That said, theses clients will likely be pleased to hear from staff. This is especially true if the business is offering support and solutions to make their summer more enjoyable.

When the client is on the phone, staff should explain the plans for opening their pool and how service techs will help them keep it clean and clear all summer. A business can also offer to do mobile service calls using FaceTime or another video app to troubleshoot problems. If some clients are not comfortable having a service tech in their backyard, offer to walk them through doing the work themselves and charge them a special ‘FaceTime’ service call rate.

Some email subjects or phone call openers might include:

Do not panic—we have a plan to open your pool/spa;
Get your pool opening kits—we will pre-package them and deliver the products to your home via ‘curbside delivery,’ or we will give you a time to pick them up at our warehouse;
Do not panic—we have a plan to keep your pool/spa clean, clear, and safe all summer;
Pool openings—we are here for you;
We are open online;
We deliver;
We can open your pool—in person or remotely;
Do not panic—we will uncover your pool and get that swamp water clean and clear;
We will help ensure your pool/spa water is clean and clear for your summer ‘staycation’; or
Curbside retail available.

Take the time to explain that for everyone’s safety, the retail storefront is closed, but staff will deliver the products they need to their car window or front porch.

Enhance project management

One of the best ways a pool and spa service company can manage its projects and still provide exceptional service during this time is by implementing the latest mobile platforms. Mobile technology will be especially important this spring and summer to not only ensure operations run smoothly, but also make sure the business has a profitable season with happy, loyal customers.

For example, a pool and spa service company should look for a mobile software platform that can be accessed at any time and from anywhere using a phone or tablet, and has the following features:

Record results—record pool or spa water test results from the job site to automatically become a part of the customer’s records (eliminate service forms);
Calculate recommended chemical dosages—prompted by the mobile software platform through the app;
Add job notes—then select an easy-to-use ‘customized checklist’ to record service work performed;
Add parts and chemicals used directly to the ‘sales order’ through the mobile device;
Co-ordinate payments—take payments at the job site. To comply with social distancing, it is best to take online payments and give online receipts;
Inventory search—look up inventory from the job site;
Inventory counts—do physical inventory on service trucks;
Get paid—give customers the convenience of securely paying their bills online with a credit card; and;
Inventory lookup—check prices, quantities on hand in all warehouses, and reference all alternate part numbers. Do physical inventory on service trucks by Universal Product Code (UPC) to always keep inventory up to date.

Further, the software should allow service technicians to view all scheduled pool opening jobs along with the customer’s equipment profile, job notes, directions, and photos on file.

Be creative

Maybe consider a ‘drive-thru’ that is open daily between noon and 6 p.m. This type of scheduling allows a pool and spa service team to pull the orders and have them ready for an assigned pick-up time that is convenient for all. Using mobile technology apps or a business software that allows customers to pre-order and pay is essential. Staff can explain to clients these online pre-payments are required for safety, and provide a specific pick-up time. Do not forget to emphasize the business is putting these procedures in place to avoid congestion and adhere to social-distancing protocols.

Go the extra mile

To take customer service to the next level, service techs can email customers a virtual door hanger to let them know they were at the pool and notify them about what work was performed. This is particularly helpful with social distancing. A service company can also include information on how techs used gloves and masks while in their backyard and took extra steps to clean all surfaces touched during the pool/spa service.

Upsell opportunities

Since customers are not able to visit the store, before service techs hit the road, be sure to call clients in advance to ask them if they want/need anything else for their pool/spa. Many businesses might find its service techs delivering pool toys, floats, basketball hoops, or installing slides and other products that were previously sold only in the retail store.

Pool and spa stores and service professionals need to take advantage of every technology tool available to keep up with demand this spring and summer and foster deep customer loyalty that will continue on long after this crisis has passed.

Rachael Pritz has been active in the pool industry for more than 20 years, which has provided her with an all-encompassing expertise in the trade. She worked at a local pool store while pursuing a master’s degree at the University of Pittsburgh, Pa. With her technical skills and industry knowledge, she joined the launch of RB Retail & Service Solutions in Pittsburgh in 2003. She can be reached via email at rachael@rbcontrolsystems.com.

Source URL: https://www.poolspamarketing.com/trade/features/ready-for-summer-building-customer-loyalty-despite-covid-19/