Tips for building customer satisfaction and loyalty

Building customer satisfaction and creating customer loyalty is essential to growing your construction business. A satisfied customer is more likely to be a repeat customer and much more likely to recommend you to others. The key is to build long-term relationships with your customers. Here’s how:

Make your customers feel special by rewarding them for their loyalty.

1. Exceed expectations

It’s not just about going the proverbial “extra mile.” Think of building customer satisfaction as going an extra 10 miles. For example, you might not charge for something the customer contracted for, such as debris removal or a custom finish on a new marble counter. Or you could provide something extra, over an above what the customer is expecting, at no charge. Another technique is to offer useful advice and helpful tips to your customers after completing their construction or remodeling projects. For example, you could show them how to preserve and care for the new deck you built for them, tell them about a “trick of the trade” for cleaning the new windows you installed, or give them a bottle of the cleaner you think works best on the ceramic tile you installed.

2. Educate your customers

Let your clients know more about your company and the services you provide. Tell your customers the reasons they should use your company instead of the competition. Explain why the products, tools or techniques you use are superior and will result in a better finished product. People like to do business with knowledgeable people.

3. Communicate with your customers

Communication is more than just discussing the project with your customer. The best way to show that you care about your customers is to be accessible. Take time to listen to any concerns they have and answer any questions they have about the work you’re doing for them. After a job is completed, continue to communicate with your customers. Create a database of contact information for all of your customers, including phone number, email, physical address and the work you did for them. Then once or twice a year, contact your previous customers with helpful advice or information about special discounts you’re offering, or you might send them photos of recent work or inexpensive give-aways that include your company name and address with a note asking them to recommend you to their friends.

4. If something goes wrong, make it right

If you make a mistake on the job, acknowledge it, take responsibility for it and take action to correct it immediately. Explain how you plan to resolve the problem and how long it will take. Customers want immediate resolution. Think of repairs and callbacks as urgent; don’t put them off. Always give your customer the benefit of the doubt. Try to see things from their point of view and act accordingly.

5. Be truthful and reliable

Customer satisfaction and loyalty are built on integrity. Clients want to know you are honest and reliable. One of the surest ways to gain a reputation as a reliable business is to be consistent with the quality of your work and your responsiveness. Always do what you say you’re going to do. If you promise a call back or make an appointment, follow through. If you say a project will be completed by Friday, be sure it’s completed then. If there is an unavoidable problem that could delay the work, talk to your customer immediately and let them be a part of the solution. They’ll be much happier if they know about the problem in advance and agree to whatever changes or delays are necessary.

6. Ask for feedback

The best way to determine how well you are building customer satisfaction is to get their opinions in a systematic way by using a customer satisfaction survey. It can be as simple as a one-page questionnaire with a few key questions that you attach to an invoice or receipt. Include a stamped, self-addressed envelope to increase the chances of having the survey returned.

Your survey should always include the two questions that matter most: Would you use our services again? And would you refer us to your friends? In addition, ask what you could have done better on the project; it’s a great way to get information to help you improve your company.  Copy and use this sample customer feedback form or use it to get ideas about creating your own customer satisfaction survey.

7. Reward your customers

Make your customers feel special by rewarding them for their loyalty. Showing gratitude to your customers for their business and referrals can be as easy as offering a discount for future work. Gift cards and thank you gifts when a customer refers a friend will be very much appreciated and help increase the likelihood of future referrals. You don’t have to spend much, a simple $10 gift card to The Home Depot or Starbucks will be much appreciated.

The bottom line when it comes to building customer satisfaction is to deliver what you say you will when you say you will, get customer feedback and stay in touch with your customers.

—By Carlos V. Uribe