Small-volume builders miss out on many of the perks that large companies enjoy: economy of scale, clout with trades, huge marketing budgets, departments full of people to handle each major function; the list goes on and on. But one of the most significant advantages of being a small-volume builder is that your systems—notwithstanding your leased copier—are within your direct control. Your staff is in full view. If something fails a customer, correcting it is a simple matter of, well, correcting it.
Wrong light fixture installed? Is this the correct carpet pad? Aren’t the cabinets supposed to have hardware? How about that broken window in the hall bath? A swift acknowledgment is what the customer seeks: “Thank you for bringing this to our attention. We’re on it.”
Now, to take service to the next level, outline your plan for correction. “You can expect an update on Tuesday. Brent is overseeing this if you have any further questions in the meantime.”
Brent of course solves the problem and provides said update on Tuesday: “The replacement will be installed on Thursday. I’ll call you to confirm once that’s complete.” And, like beautifully competent clockwork, the Thursday call comes: “All fixed! Let me know what you think next time you stop by the site.”
Add “we regret your inconvenience” and you have performed at a level that far exceeds the majority of experiences that customer has. Best of all, he is likely to tell others how wonderful your company is. He might say, “They’re not perfect, but you know, they are competent.” A simple, desirable, and all too rare trait in today’s business world.
Carol Smith offers customer service assessment, consulting, and training programs for home builders. She can be reached at csmithhomeaddress@att.net.
