CONSTRUCTION Accounting ARTICLE -
Contractor Improves Customer Service without a Big Payout

Target Audience: Construction Industry Professionals, Business Owners, Project Managers, General Contractors, Construction Accountants

Faced with slowing business, a commercial general contractor active in both urban and suburban areas decided to forgo the equipment and software upgrades he’d planned for. Yet he still felt helpless watching his backlog dwindle with few new prospects on the horizon. Reaching his wit’s end, he met with his financial advisor, seeking suggestions for ways to retain his current clients and gain an edge over his competition — all while saving money.

With his knowledge of the contractor’s financial needs, the advisor offered a simple solution: a renewed focus on customer service. It’s inexpensive and one of the most effective ways to strengthen business in the short and long term.

The advisor explained the importance of solid, consistent customer service in the construction business. A general contractor’s customer isn’t just the owner. It’s everyone involved in a project, from the developer to the architect to the subcontractors and their employees. That’s a lot of people to satisfy, but there are ways the contractor could stand out as being helpful, attentive and knowledgeable.

For starters, the advisor suggested the contractor double his efforts to stay informed about the industry. For instance, he could attend trade shows and industry events to get a look at what the competition is doing; read industry publications for insight into new construction trends and changing customer needs; and use a formal survey to solicit detailed feedback from customers following completion.

On a larger scale, the advisor recommended implementing a companywide customer service initiative. After all, one instance of poor service on the part of an employee could mar the contractor’s overall reputation. This means providing training to teach staff how to proactively solve problems by listening to customers’ concerns, identifying roadblocks early on and offering solutions to keep projects on schedule.

The advisor explained that, by fostering a company culture in which quality customer service is valued and applauded, employees will better understand how important they are to the process and be more likely to go the extra mile for clients. This consistent focus on exceptional service will encourage repeat business from the contractor’s current clients and increase the likelihood of positive recommendations.

The contractor walked away from the meeting with a renewed sense of purpose knowing he could actively work to improve his business without breaking the bank. And, indeed, his efforts to build his construction company’s customer service repertoire helped bring in new work and heighten his visibility in a very competitive market.

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