PestWorld - November/December 2017 - 11

WHAT
WANT

Hint: It's Probably Not What You Think!

A
BY AMY BELL

©ISTOCK.COM/DRAFTER123

KEY TAKEAWAYS

■ According to the 2017 Listen360 survey, the most
successful pest control businesses have three things
in common: They offer a smooth scheduling process, friendly,
knowledgeable and thorough technicians, and effective
products that get results.
■ The survey offered the following advice:
* Encourage technicians and office staff to engage in friendly,
helpful conversations with customers.
* Make it a goal to reduce customer anxiety by demonstrating
your company's knowledge and experience at effectively solving pest problems.
* Delight customers with products that are highly effective, high
quality and low odor.
■ It's critical to communicate clearly with customers and follow
through on any promises made.
■ Not only should techs explain what treatment they are
providing and why, but they should also ask the customer if
they've had any pest issues or other concerns since the last visit.
■ Take advantage of all methods to communicate with clients,
including phone, email, online chat, text, instant messaging
and social media.
■ It's important to educate your customers about the treatments
you use in and around their homes.
■ Pest control customers want results, respect and honesty.
■ It's also important to deal head-on with customer complaints.
Listen carefully to what the customer has to say, and let them
finish. Ask questions in a caring and concerned manner, and
apologize without blaming.

AS A SEASONED VETERAN IN THE PEST management industry, you
know exactly what your customers want...right? Not necessarily. If you assume your customers desire nothing more than a
bug-free home, think again.
"Customers don't just want ants out of their kitchen," explains
Rick DeDonato, marketing director for Royal Pest Solutions in
New Castle, Delaware. "They want to know you care about them
and respect them."
In fact, a recent survey found that pest control customers want
much more than just effective service. Listen360, an Alpharetta,
Georgia-based customer engagement software provider, surveyed more than 1,500 pest control customers to discover exactly
what makes them happy.
"Our goal was to learn which aspects of the customer experience had the greatest impact on customer loyalty in the pest
control industry," says Mike Mitchell, marketing director for
Listen360. "In ultra-competitive industries like pest control,
knowing how to keep customers happy-so they not only return,
but also refer their friends, family and colleagues-is key to
loyalty, organic growth and long-term success."
Keep reading to learn exactly what your customers really want.

CUSTOMERS WANT TO BE DELIGHTED
According to the survey, the most successful pest control businesses have three things in common: They offer a smooth scheduling process, friendly, knowledgeable and thorough technicians,
and effective products that get results.
However, Mitchell says loyal customers aren't simply satisfied with their pest control service-they are delighted by
it. These are the customers who will not only remain loyal to

PESTWORLD > NOVEMBER | DECEMBER 2017

| 11


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Table of Contents for the Digital Edition of PestWorld - November/December 2017

President’s Message
What Customers Want
Reaching Out to Millennials
New Strategies Yield New Customers
Heard From the Hill: Legislative Day 2018
Marketing Corner: How to Make the Most Out of Your Facebook Presence
Membership Programs: Announcing NPMA’s New Resource Center
Standards: Do’s and Don’ts of Customer Relations
Ask the Expert
Pestworld 2017
Calendar of Events
Index of Advertisers
PestWorld - November/December 2017 - Intro
PestWorld - November/December 2017 - cover1
PestWorld - November/December 2017 - cover2
PestWorld - November/December 2017 - 3
PestWorld - November/December 2017 - 4
PestWorld - November/December 2017 - 5
PestWorld - November/December 2017 - 6
PestWorld - November/December 2017 - 7
PestWorld - November/December 2017 - 8
PestWorld - November/December 2017 - President’s Message
PestWorld - November/December 2017 - What Customers Want
PestWorld - November/December 2017 - 11
PestWorld - November/December 2017 - 12
PestWorld - November/December 2017 - 13
PestWorld - November/December 2017 - Reaching Out to Millennials
PestWorld - November/December 2017 - 15
PestWorld - November/December 2017 - 16
PestWorld - November/December 2017 - 17
PestWorld - November/December 2017 - New Strategies Yield New Customers
PestWorld - November/December 2017 - 19
PestWorld - November/December 2017 - 20
PestWorld - November/December 2017 - 21
PestWorld - November/December 2017 - 22
PestWorld - November/December 2017 - Heard From the Hill: Legislative Day 2018
PestWorld - November/December 2017 - Marketing Corner: How to Make the Most Out of Your Facebook Presence
PestWorld - November/December 2017 - 25
PestWorld - November/December 2017 - Membership Programs: Announcing NPMA’s New Resource Center
PestWorld - November/December 2017 - 27
PestWorld - November/December 2017 - Standards: Do’s and Don’ts of Customer Relations
PestWorld - November/December 2017 - Ask the Expert
PestWorld - November/December 2017 - Pestworld 2017
PestWorld - November/December 2017 - 31
PestWorld - November/December 2017 - 32
PestWorld - November/December 2017 - 33
PestWorld - November/December 2017 - Index of Advertisers
PestWorld - November/December 2017 - cover3
PestWorld - November/December 2017 - cover4
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