Increasing Customer Satisfaction
Bob Russo, NJWMA, Executive Director
Selling quality can increase customer satisfaction and boost your profits, but only if you can quantify that your company will actually provide better service than other movers. Many consumers just want the best price because they think all movers will do the same job, so to book the move, it’s important for you to communicate what a ”better move” will look like by providing the details of your moving process with all the benefits that you offer in a nice brochure and on your website.
Include the basic legal requirements that movers must provide as well as your license number and van line affiliation if applicable, or that you are an independent carrier. Then itemize each benefit that your company offers that represents a higher quality service above the legal requirements, such as background checked or drug screened employees, any awards or accreditations the company has earned, and any training or other special benefits that you offer.
For example, workers should know how to handle and protect items like a glass or marble top table, a grandfather clock or a flat screen TV, and know when such items can be boxed or when they must be crated. Promoting that you have knowledgeable employees on the job will reduce the risk of damage to the consumer’s possessions and should result in more satisfied customers. Employees should be trained on proper lifting methods in order to be able to perform the strenuous requirements of lifting furniture and heavy boxes on a daily basis. Workers that practice safety are less likely to be injured on a job, which will reduce workman’s comp claims, and they are less likely to call out the next day from an injury. That may be a hidden benefit for the moving company, but it can help make the customer feel confident that their goods are handled properly by trained and insured personnel.
Also, be sure to promote any advanced technology that you use such as vehicle tracking, ELDs and cameras in your vehicles or warehouse, because technology that can track your vehicles during each job and communicate with your dispatcher or with the crew chief will justify any delays; your customers can be reassured that their shipment is being tracked at all times during the move. Any investment in quality does have a cost; but since quality can help increase your sales and improve employee morale and retention, it has true value; therefore, you can promote it to the customer. Whenever you help educate a consumer about the realities of picking the right mover, you will elevate your own company.
Selling quality can be difficult when dealing with consumers lured by lowball quotes over the phone or the internet because once they believe they will save money, they adopt a victim mentality. The best thing you can do is tell them that you run (or work for) an ethical company and that you respect honest completion, but you just want to alert them that they may be hiring an unlicensed or sub-par moving company, and it could be a bait and switch trap. Give them the required publications and tell them to contact AMSA or your state moving association before they hire a mover to learn more about the red flags of moving.
Unfortunately, some consumers will only care about the price, not the risk they take (until they get ripped off); we can’t save them all. But some consumers will contact a moving association to investigate the other companies. That fact shows us that consumers are interested in knowing who is unlicensed, and that leaves the door open for the good guy to win the move.