The Most Important Part of Marketing: Customer Service

We’ve written before about the importance of not only having a brand but also ensuring its integrity as demonstrated in the brand experience of your customers. Customer service is the linchpin, the essence of your brand and the key ingredient in managing your customers’ brand experience with your company.

When Customer Service Goes Bad, It Can Really Go Bad

If you want proof, you only have to check out the ongoing fallout of the recentToday Show segment on HVAC installers. The network’s investigative team found that 6 out of the 6 contractors they called to fix an HVAC unit with a simple wiring defect — one that ACCA (Air Conditioning Contractors of America) VP Bobby Ring, who participated in the investigation, said should only cost $200 to fix — attempted to overcharge for the repair or even charge for additional, unnecessary repair and parts.

Hidden cameras recorded the technicians as they inspected the unit, fixed the problem, and then inform the homeowner — played by an actor — that the repair would cost much more than it should have been. They also recorded one technician shoving the lead reporter and his cameraman as he stormed out of the house following the “reveal.”

Talk about bad customer service. Each of the technician’s company vans, with their company names emblazoned on the sides, were fully visible during the segment. Ring himself expressed shock and disappointment that none of them provided an honest assessment but instead eroded the reputation of his industry.

The situation is bad enough that ACCA chose to add a special session to the upcoming Service Managers Forum in Austin this October that positions the Today Show report as a teaching moment for HVAC dealers and technicians on improving customer service.

Customer Service is the Lifeblood of Your Business

The six HVAC companies that were caught lying to the homeowner on camera will likely find their reputation suffer to such an extent that their business will follow suit, if not permanently then at least for a long time. Since the first Today Show segment aired, the network has rebroadcast it as part of its primetime Dateline series, widening its reach among the viewing audience. Many of the 700+ comments on the Today Show website were written by customers sharing their own frustrating experiences with HVAC technicians.

The show and its ensuing fallout have shaken the industry, but as ACCA chairperson Laura DiFilippo points out in an interview following the broadcast about what HVAC technicians can learn about the report, the key is to “just do the right thing by your customers and your employees.” In other words, good, old-fashioned customer service.

Final Thoughts

We all know that the industry has its share of unscrupulous contractors. If the Today Show report has taught us anything, it’s that the old adage about bad apples ruining an entire barrel still rings true. Provide awful and/or dishonest customer service, and no door hanger or postcard can save your company’s reputation.

Offer excellent and professional customer service, however, and the Internet and your marketing campaign can be your company’s best friend. Ensure the integrity of your brand by providing nothing but the best customer service to your clients and prospects. They’ll return the favor tenfold with referrals, testimonials, and a reputation that will grow your business.

What did you think of the Today Show report? Did you think it was fair or biased? Share your thoughts in the comments below!