The importance of customer satisfaction and how to increase it

Yesterday's J.D. Power 2019 Home Security Satisfaction Study that includes both professionally (pro) installed and DIY home security systems got me to thinking about the importance of customer satisfaction as it pertains to the security industry.

The study, based on responses from 5,289 customers, fielded during July and August of 2019, measured customer satisfaction with home security based on the following: billing and payment; customer service; price; professional monitoring; purchase and installation; and quality of the system.

In the pro installed category, Brinks Home Security ranked highest in customer satisfaction with a score of 858, followed by ADT, scoring 847. The DIY category ranked Ring Alarm highest, with a score of 904, while SimpliSafe was a close second, with a score of 900.

Other key findings include:

• Desire to upgrade: the most common reason customers in pro and DIY install start shopping for a home security system. Pro install customers were spurred to act by special discounts and bundled packages; DIY install customers are motivated by peace-of-mind and protecting their property.
• Brand reputation and pricing: Pro install customers are mostly driven by brand reputation while DIY install customers lean more on price in their decision-making process.
• DIY install customers are more satisfied than pro install customers: DIYers are especially satisfied with pricing and are more likely to have additional security-related products beyond control panels, keypads, hubs and alarm sensors, such as video doorbells, exterior cameras and alarm sirens. It is critical to provide pricing options that meet customers' needs and are easily understood by consumers.

In response to this study, I did some research, and while I think there will always be a part of the population who prefers DIY home security systems, there are three key actions home security professionals can take to retain customers, gain new ones and win-over some of the DIY segment of the industry.

Create extraordinary customer experiences.

• Each customer is unique, so it's necessary to use different tactics to delight them. In other words, consumers want a customized experience.
• Treat each as a person, rather than a persona; work hard to understand how each customer feels; and appreciate their needs.
• Timeliness matters and most customers expect to find whatever they need — pricing, inventory, etc. — from a company in three clicks or less. To solve complex issues, most consumers expect to speak to one person.
• Use multiple channels to engage with customers and potential customers including email, in-person, phone, online chat/live support, mobile apps, online portals, online knowledge bases, messenger apps, online forms, social media, text messaging, online communities and voice assistants.

Be innovative.

• Embrace and become “the expert” in new technologies so you can show savvy consumers you are up-to-date and teach other consumers who may be behind the curve. (Think artificial intelligence and machine learning).
• Connectivity is a major trend in security and offering consumers the opportunity to connect their devices — security systems, smart speakers, fitness trackers, smart thermostats, and more — is key.

Trust is super important.

• Honesty is the best policy when earning customer trust. Through the eyes of a consumer, security, reliability, transparency, ethics and authenticity all equal trust.
• Make sure strong security controls are in play to protect customer data.
• Show consumers that their data is being used legitimately.

Here's a few other resources to help you, the pro installer, increase customer satisfaction:

• State of the Connected Customer report, 2nd edition by SalesForce;
• 7 Ways to Create a Great Customer Experience Strategy by SuperOffice;
• Customer Satisfaction: The Ultimate Guide by HubSpot; and
• 10 Ways to Make Customers Fall in Love with Your Business by Neil Patel.

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