As a Security Guard Agency You Must Wow Your Customers

As a security guard agency it is more imperative than ever to reduce customer attrition.  According to a study by IBISWorld, there are more than 40,000 security guard companies in the US.  Rest assured, the competition is knocking on your customers’ doors daily.  With so much competition in the industry, customer loyalty is the single most important factor in your business.  So how do you make sure that your clients stay your clients? Wow them.
For an example of what Wowing your customers is, let’s consider the housekeepers at Walt Disney World. Their jobs can’t be easy, in fact cleaning up after people on a Disney vacation is probably pretty challenging. Even with that being the case, the housekeepers will do little things that make guests say, “Wow.” For example, while the guests are out with their children in the Magic Kingdom, the children will often leave their stuffed Disney characters in their hotel rooms. Often times, the housekeepers will position the stuffed toys with playing cards in their hands to create a moment of magic for the children.
Although the Wow factor has been around for a while (The Pursuit of WOW!, 1994), few security guard companies understand the meaning or value of Wowing their clients.  So fortunately for you, Wow is still a rare enough experience in the security guard industry that you can use it as a huge differentiator.  Use Wow to create high levels of loyalty with your clients.

5 Security Guard Agency Wow Principles

Here are 5 principles that any security guard company can use to achieve the Wow factor for their customers.

  1. Go the extra mile with customer service – Many security guard companies think that price is the reason that many customers leave.  But according to a study performed by the Rockefeller Corporation, 68% of customers leave because of poor customer service.  Because customer service is so crucial, you must treat every customer interaction as an opportunity to build your brand.  Make sure that your customers always walk away with a positive view of your company after every conversation.customers_leave
  2. Never forget to innovate – Listen when your customers make suggestions, or even when they complain.  Use each instance to extract an idea that will lead to something great.  For instance, if your customers complain about your security guards’ reports, consider investing in daily activity report software.  If they mention training, consider upgrading your training curriculum.
  3. Always be honest – I haven’t met a client yet that likes being lied to.  When you maintain an open and honest dialogue, even in the most difficult situations, your customers learn to trust you.  Unlike price, the trust that you build through honest communication is something that your competitors can’t match.
  4. Advocate for your customer – Ensure that you have personnel outside of your operations department who can be true customer advocates within your organization.  Customer advocates are crucial when concerns arise that your clients are not  confident in raising with your operations department.  Having this secondary reporting structure helps build confidence with your customers that their concerns will always be addressed.
  5. Get to know your customer – Find out as much as you can about your customers and the challenges that they face.  Don’t be afraid to ask questions.  The more you know and understand about them and their needs, the more of an asset you become.

As a security guard vendor you must always remember that customers drive your business. If your customers are Wowed, feel respected, and are honored they tend to stay your customers for a long time.  But most importantly, they also become the best salesmen for your company.
How do you WOW your customers?  Is there something that you would add to the list?  Please leave a comment below.
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By Courtney Sparkman

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