How We Do It: Sept. 2001 - Improving Client Communication at Perficut

To ensure these residential clients have a chance to send us their comments, we enclose a "How Are We Doing?" card with each monthly statement. This way, not only do our customers get a chance to grade our service without calling us, but they also can mark off any additional services that interest them.

To make these cards work, we keep them simple, informative and eye-catching, changing their color monthly so they grab clients’ attention. People are busy and they will not fill out and return the card if it requires too much work. We also use these cards to promote seasonal specials. For instance, in June we had the cards on a green sheet of paper and added a bright pink label reminding clients to schedule their grub applications. For fall, we might remind our customers about our aeration special. On the cards, we ask customers to rate the quality of service they have received as excellent, good, fair or needs improvement. Then we leave room for comments.

These cards also have become a great way for us to promote the services we provide. At the bottom of the card, we ask customers to indicate which additional services they would like to be contacted about in the future. Then we list choices for them to check, including mowing, irrigation installation, irrigation repair, lighting, tree trimming/pruning, custom landscape design, aeration (spring and fall), lawn fertilization, tree/shrub application and holiday lighting.

Of course, these cards only work if customers take the time to fill them out. We make sure to ask for their name and date on the card so that any comments or requests for additional services can be dealt with promptly. In any company there can be problems with service, but solving them quickly is the key to customer satisfaction.

These cards are sent to all customers with a return envelope that does not include postage. We receive about 30 percent response monthly. By the 20th of each month, we have received most of these cards back. As they come in we enter them in the database and the appropriate manager receives a copy of the card immediately. All managers are responsible for resolving any problems in a timely manner. I also receive a list of all good and bad cards and have a chance to go over any concerns with my management team. Many times these will be compliments to managers or crew leaders, which we post in the office.

We use a copy machine, and print two cards on each sheet of colored paper, so the cards are relatively inexpensive to produce.

In addition to the cards, we also incorporated a call report system, where all office calls are entered into a database and every Monday each division manager receives a report of all calls logged the week before. This allows managers the chance to double check that all calls were returned. I also receive the call report and have a chance to go over any calls that concern me with my management team.

Then, our office manager prints a list of the landscape and irrigation jobs completed during the month and we send a thank-you card along with the invoice. This level of customer service sets us apart from the competition.