04/18/2024

How to Make Your CSRs the Best They Can Be

Seth Garber, Pest Daily

When you work in a service-oriented industry like pest or wildlife control, the quality of the customer experience is everything. If you’re able to solve someone’s ant problem while providing them with personalized, friendly service, they’re probably going to stick with you for life. Plus, there’s a good chance they’ll sing your praises to their friends and family as well. That’s always a great thing, right?

But before you have the opportunity to wow customers with your knowledge and expertise, they have to hire you first - and that’s where your customer service representatives come in. CSRs play an integral role in creating a positive initial impression of your company and showing your prospects why you’re the perfect choice for them.

“Your CSRs are quite literally the face - and the voice - of your organization,” said Seth Garber, a leading industry consultant and founder of the e-learning platform Pest Daily. “By training them on the real-life situations they’ll be dealing with, they’ll be prepared to handle anything that comes their way. And that’s ultimately what’s going to make your company stand out, especially for the customers who need your help the most.”

If you’re looking to empower your CSRs and get them excited about delivering outstanding service every time, here are five of Garber’s recommendations:

• Provide comprehensive, ongoing education and training: Your CSRs don’t have to become subject matter experts on every insect under the sun but it’s important that they have a basic understanding of common household pests, their behaviors and any telltale signs of infestations. Additionally, they should have a solid grasp on the services your company provides, what each treatment entails and how long they can expect them to take. Building this level of knowledge doesn’t happen overnight, though, and because industry standards and company procedures can change frequently, Garber recommends doing regular training sessions to keep your CSRs updated and informed - it's something that your customers will definitely notice and appreciate! “When someone calls in and your CSRs can immediately demonstrate that they understand the problem and how to solve it, that’s huge,” Garber said. “It builds a lot of trust in your company and makes prospective customers feel confident that you can take care of them.”
  
  
• Teach active listening skills: When people reach out to a pest control company for help, they’re probably feeling pretty anxious and worried about what’s going on at their home. They may even feel embarrassed that they have a pest issue in the first place! That’s why Garber stresses the importance of teaching your CSRs to be compassionate, active listeners. For example, when they’re on a call, they should be paying full attention to what the customer is saying, validating her concerns, showing empathy, clarifying information, asking questions and reassuring her that she’s come to the right place. “When someone is in the middle of something that’s super stressful, the last thing they need is to be treated like a number,” Garber said. “Simply making that person feel heard and understood can go a long way in turning a negative situation into a positive experience.”
  
  
• Develop your team’s problem-solving abilities: Scenario training can be one of the most valuable teaching tools out there and can be beneficial for CSRs at every stage of their careers. Garber suggests creating a list of the most common situations that your CSRs will face, having them roleplay how they would address them and then providing constructive feedback. It’s also a good idea to have CSRs share success stories of how they handled a particularly tricky situation and ended up with a positive outcome. “Hearing those types of stories can be incredibly educational and motivating for the entire team,” Garber said. Additionally, he advises empowering your CSRs to make small decisions on behalf of the company to solve customer issues more efficiently. By focusing on the ongoing development of these valuable skills, you’ll build the confidence of your team members and make them more effective in their customer interactions. It’s a win-win!
  
  
• Encourage the use of technology: Any time your CSRs speak to customers, make sure they’re taking notes in your CRM. That way, customers won’t have to re-explain their situation every time they call and it can allow the CSR to engage with them on a more personal level. Garber also recommends creating a shared drive to compile information that CSRs can refer to including FAQs, product sheets and guides to common pests. Putting the information your CSRs need in one central location can prevent them from having to scramble to find it when they’re on the phone with a customer. That’s a surefire way to make that person second guess your ability to solve their problem and you definitely don’t want that to happen.
  
  
• Implement a follow-up strategy: After every service is completed, Garber recommends having your CSRs follow up to make sure the customer is satisfied and address any additional concerns that may exist. A follow-up call also gives you the opportunity to solicit feedback and find out if there are any ways to improve the customer experience. Knowledge is power and the more you understand what your customers want, the better off you’ll be in the long run.

The bottom line: Developing your CSR team is an ongoing process and it can take time and patience. However, by investing in your people and supporting their professional growth through training and role-playing exercises, they’ll gain confidence in themselves and become an invaluable asset to your company and your customers. What more could you ask for?

Seth Garber, the founder and CEO of Pest Daily, has been an active member of the pest control community since 2008. A former owner/operator himself, Garber is now considered to be the top consultant in the industry and has developed unique, innovative methodologies to help pest control companies grow strategically and intentionally. To learn more, visit www.pestdaily.com.