I heard this quote the other day :
“History doesn’t repeat itself, but it sure does rhyme”
One of the best ways to improve your customer satisfaction and the overall experience of your brand is to find your headaches. If you keep getting the same technical questions about your building product over and over from your customers -take heed. They are giving you valuable information. Here’s what to do with that information.
Complete the Feedback Loop
Rather than letting history repeat itself by putting out the same fire over and over again, realize that there are things you can do right now to reduce the amount of problems occurring in the field and in the offices of architects, engineers, contractors, builders and do-it-yourselfers who are specify and using your building products. Complete the feedback loop with your customers by making a list of the top customer service headaches you have. Once you have that list you have more than half the battle won.
Practice the Art of Demonstration
Use the art of demonstration and just in time learning to educate your customers before they have the problem. This can be done in a number of ways, but I would like to remind you about the power of visual learning. Whether it is on your web site, at a trade show, at a box lunch continuing education presentation – the job is the same – educational demonstration.
The importance of Visual Learning
The importance of visual impressions is something we are hardwired to understand. A large portion of the human brain is dedicated to visual processing and we make split second decisions about the world around us without thinking about it.
Bottom Line > Use engaging drawings, details and video to communicate the what, how and why of your products.
These Case Studies should give you some ideas.
What are the most common questions your customers ask you? There is always a way to close the loop so history stops repeating itself.
Regards and I hope you find beauty today, even when you have a headache.
-JY
About the Author :
Jason Yana has 2 decades of experience in architectural technology, 3d graphics and construction marketing. This unique combination provides highly-effective visual representations of building products that fuel marketing and support efforts.
His award-winning body of work informs, inspires and educates building product customers.