Maintenance agreements are critical to the home service industry, offering ample benefits for customers and companies alike. And yet, maintenance agreements don’t support themselves. For your company’s maintenance agreements to prove beneficial, it’s important that you have a system in place for actively managing them.
Understanding Maintenance Agreements
But let’s back up for a minute. When we talk about maintenance agreements, we’re essentially talking about customer loyalty programs. Customers who enroll in a service agreement will pay a fee—usually on a monthly, quarterly, or annual basis—in exchange for a certain number of preventive maintenance visits, and/or discounts on service calls. This provides the customer with peace of mind—their needed service professional is always just a phone call away—and it provides the company with recurring revenues. HVAC companies can especially benefit from these recurring benefits, given the seasonal nature of their work.
Creating Touchpoints with Your Customers
Again, though, to get the most value out of your maintenance agreements, it’s important that you have a systematic approach. That approach should create multiple touchpoints with your customers, reminding them of the value of the maintenance agreement and gently nudging them to set up an appointment for any repair needs they may have.
As you consider different strategies for creating these customer touchpoints, here are some specific things you can do.
- Educate and inform. For this first tip, you’ll need to make use of digital marketing channels. This might mean a blog, an email newsletter, social media, or all of the above. Using those channels, provide your customers with some general tips and strategies for maintenance and upkeep, focusing on the simple tasks they can do themselves—changing HVAC filters, for example. At the same time, remind them that, for more complicated tasks, they’ll want to call in the professionals.
- Listen to what your customers say. If you have customers asking you questions on Facebook or Twitter, try to respond in a timely and helpful way—showing them that you’re both knowledgeable and caring. You might even go a step further and solicit feedback. Send out a survey or questionnaire to your maintenance agreement members, and ask them to tell you the pros and cons they see with the program.
- Provide special offers to maintenance plan members. Allow them to feel like they are part of a special club. Provide coupons, discounts, or other special offers that are only available to maintenance plan members. Consider making them time-sensitive promotions, adding a sense of urgency.
One of the primary goals of a maintenance agreement is to turn customers into raving, lifelong fans of your home service trade. That doesn’t happen by accident. It happens when you focus on creating these key touchpoints.
Learn more about the best ways to use a maintenance agreement to grow your home service trade; reach out to Contractor in Charge and let’s talk.