PestWorld - November/December 2017 - 28

❱❱ STANDARDS

S
'
O
D
DON'TS

including customer service topics in your
required training makes your expectations clear. Evidence of this training can
help your case if an employment dispute
arises. The QualityPro exam required of all
sales and service employees of QualityPro
accredited companies includes a section on
consumer relations.

AND

OF

Customer Relations
BY ALLISON ALLEN, EXECUTIVE DIRECTOR, QUALITYPRO

L

oyal customers are key to growing
your pest control business. To earn
loyalty, build trust. To build trust, meet
or exceed expectations in every interaction
your company has. Successful companies plan
their customers' experience as carefully as they
do their service protocols. QualityPro helps
growing companies stay focused on consumer
relations through its consumer relations standards and sample company policies. Here are
a few of the lessons that QualityPro accredited
companies have taught us over the years.

©ISTOCK.COM/NIRODESIGN

DO HAVE CUSTOMER
COMMUNICATION POLICIES
Take some time and list all the touch-points
between your company and a consumer. Think
through your customers' experience at each
interaction. What do they expect when they
visit your website? Schedule service? Pay a bill?
Design an experience that meets customers'
expectations and ensures consistent messaging across departments and methods of
communication. Finally, put that experience
in writing in your communication policies to
make sure your customers' experience remains
consistent as people and technology change.
DON'T DELEGATE EVERYTHING
Your communication policies and service protocols should include scenarios in which an
employee must bring in a manager or owner.
There will be times when keeping a customer
loyal will require personal communication
from someone who has the authorization to
make the situation right.
DO HAVE DETAILED SERVICE AGREEMENT
Your service agreement is the documentation
of your expectations of your customer and your
28 |

PESTWORLD > NOVEMBER | DECEMBER 2017

customer's expectations of you. The service
agreement gives you the opportunity to make
sure both parties understand the commitment
they are making to one another before starting service.
That said, you can't rely on your customers to read every word of your service agreement. Think about the customer's perceived
contract-what they think they should be
getting-and try to meet those expectations.
For more information, reference QualityPro
Standard 3:2 Termite Warranty/Service
Agreement* and the Model Termite Warranty
available to companies that are pursuing and
maintaining accreditation.
DON'T MAKE IMPOSSIBLE PROMISES
Every customer will have unique needs. To
keep your customer happy, try to meet his
or her needs within reason. All your employees need to understand what "within reason"
means for your company. Many companies
have job shadowing/ride-alongs as part of
their annual training. Customer-facing office
staff spend a day running a route with a service professional. Likewise, the service professional spends a day in the office listening
in on calls and watching a customer service
representative handle the barrage of requests.
These "day-in-the-life-of" experiences help
your employees develop empathy for their
coworkers and may get them to think twice
before making an impossible promise.
DO TRAIN AND TEST YOUR STAFF
ON CUSTOMER SERVICE
Train and test your staff on your customer
communications policies and procedures.
In addition to providing your employees an
opportunity for professional development,

DON'T MAKE FALSE, MISLEADING,
OR UNSUBSTANTIATED CLAIMS
Advertising is any written, graphic or spoken
communication with the public, customers or
potential customers designed to promote the
sale of pest management services or products.
Advertising is regulated by multiple state and
federal agencies including the Federal Trade
Commission (FTC) and your state pesticide
regulatory agency. Check your advertising
(including what your employees are saying
to customers about both the services you provide and the products you use) to ensure your
company does not:
* Make false, misleading or unsubstantiated
claims;
* State that the pesticides you use are safe;
* Use misleading terminology that is not
universally understood or defined for the
industry to describe pesticides or services,
such as "harmless," "safe for children and
pets," "natural," "organic," or "non-toxic;"
* State that the pesticides that you use are
registered or approved by the federal and
state governments; or
* Use images or convey an impression that
contradicts pesticide label directions.  ●
For more information, reference QualityPro
Standard 3:1 Advertising Practices* and the
Advertising Guidelines available to companies that are pursuing and maintaining
accreditation.
* Read the full QualityPro Standards at
www.npmaqualitypro.org.

QualityPro sets the standards of excellence for
professional pest management companies and
their employees through education, training
and certification, providing consumers protection and confidence when selecting a nationally
accredited company. QualityPro is administered by the Foundation for Professional Pest
Management, an independent organization that
has been developing good business practices and
standards in partnership with the National Pest
Management Association since 2004.


http://www.npmaqualitypro.org http://www.ISTOCK.COM/NIRODESIGN

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
https://www.nxtbook.com/naylor/NPMAS/NPMAS0418
https://www.nxtbook.com/naylor/NPMAS/NPMAS0318
https://www.nxtbook.com/naylor/NPMAS/NPMAS0218
https://www.nxtbook.com/naylor/NPMAS/NPMAS0118
https://www.nxtbook.com/naylor/NPMAS/NPMAS0617
https://www.nxtbook.com/naylor/NPMAS/NPMAG0017
https://www.nxtbook.com/naylor/NPMAS/NPMAS0517
https://www.nxtbook.com/naylor/NPMAS/NPMAS0417
https://www.nxtbook.com/naylor/NPMAS/NPMAS0317
https://www.nxtbook.com/naylor/NPMAS/NPMAS0217
https://www.nxtbook.com/naylor/NPMAS/NPMAS0117
https://www.nxtbook.com/naylor/NPMAS/NPMAS0616
https://www.nxtbook.com/naylor/NPMAS/NPMAG0016
https://www.nxtbook.com/naylor/NPMAS/NPMAS0516
https://www.nxtbook.com/naylor/NPMAS/NPMAS0416
https://www.nxtbookmedia.com