How to ensure your engineers don’t hurt your brand reputation

Today, most businesses require a good brand reputation. Your brand is established in the way you look and the way you sound. To help with this, your marketing team might have created some brand guidelines. These could include things such as your logo, colours, font and tone of voice. But there is another part of your brand identity that is even more important – and that’s the way you behave and connect with people.

In fact, even though the world has become increasingly digital, customer service remains as crucial as ever. Let’s face it; if you have two identical stores, selling two identical products, right next to each other, most people will buy from the one that offers the best service.

Let’s look at some stats:

  • 77% of customers would recommend a brand to a friend after having a single positive experience. (Temkin Group)
  • 93% of customers are likely to make repeat purchases with companies who offer excellent customer service. (HubSpot Research)

Your engineers are just as important as your customer-support staff

Of course, many companies invest the time and resources into making sure their customer care teams deliver exceptional levels of service. But some forget that their engineers are out there, in the field, interacting with their customers every day. So, it’s vital that your engineers don’t hurt your brand reputation.

“Customer service shouldn’t just be a department, it should be the entire company.”

Tony Hsieh

So, how can you ensure your field service engineers deliver the level of customer service your brand demands?

Train them to understand the importance of client care

You can’t blame your engineers for not delivering customer care excellence if you haven’t taken the time to show them how to do this. Yes, many engineers have first-class people skills, but others need a little help.

Demonstrate how you expect them to behave on a visit, how they should respond to any issues, and how to deal with unhappy customers. Also, never underestimate the power of friendly conversation – whether that’s explaining the work being done, or something less formal. Of course, you can go too far the other way, so your engineers must remain professional at all times.

Look after employee wellbeing

If you are spending all your time thinking about your customers, and not your employees, you are probably going to make them both unhappy.  Because excellent customer service requires motivated and healthy employees.

If an engineer turns up for a visit overly-tired or disengaged, the customer will notice it. But, if you treat your staff well, they are more likely to care about what they do and provide better customer service. And this, in turn, should result in a stronger brand and increased growth and profits.

At the same time, it’s important to recognise (and even reward) staff where they have excelled in the delivery of good customer service. Because staff that don’t feel appreciated often feel demotivated.

Invest in the right technology

Without giving your employees access to the right technology, you could be making it difficult for them to do their jobs. And, the harder it is for them to provide a quality service, the more likely it is that your customers  – and subsequently your brand – will suffer.

On the other hand, technology can also be used to reduce the burden of tedious work, so employees spend less time on admin and more on tasks they enjoy. At the same time, technology can be used to enhance customer communications and provide a better standard of service across the board. So you can create happy customers and employees. That’s a win-tine.

Boost first-time fix rates

If there is one thing that customers hate it’s time-consuming, complicated and costly service. So your first-time fix (FTF) rate is critical if you want to ensure a positive brand reputation. Of course, a 100% first-time fix rate isn’t always possible. But it’s imperative that it’s as high as it can be. So look at the steps you can take to improve yours – from sending the right people to the right jobs, to making sure these engineers have all the information and parts they need.

Our service management software can help your business work smarter and give your brand reputation a boost. Contact us today to find out more.

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