ADT

Yesterday’s J.D. Power 2019 Home Security Satisfaction Study that includes both professionally (pro) installed and DIY home security systems got me to thinking about the importance of customer satisfaction as it pertains to the security industry. 

The study, based on responses from 5,289 customers, fielded during July and August of 2019, measured customer satisfaction with home security based on the following: billing and payment; customer service; price; professional monitoring; purchase and installation; and quality of the system. 

In the pro installed category, Brinks Home Security ranked highest in customer satisfaction with a score of 858, followed by ADT, scoring 847. The DIY category ranked Ring Alarm highest, with a score of 904, while SimpliSafe was a close second, with a score of 900. 

Other key findings include: 

• Desire to upgrade: the most common reason customers in pro and DIY install start shopping for a home security system. Pro install customers were spurred to act by special discounts and bundled packages; DIY install customers are motivated by peace-of-mind and protecting their property. 
• Brand reputation and pricing: Pro install customers are mostly driven by brand reputation while DIY install customers lean more on price in their decision-making process. 
• DIY install customers are more satisfied than pro install customers: DIYers are especially satisfied with pricing and are more likely to have additional security-related products beyond control panels, keypads, hubs and alarm sensors, such as video doorbells, exterior cameras and alarm sirens. It is critical to provide pricing options that meet customers’ needs and are easily understood by consumers.

In response to this study, I did some research, and while I think there will always be a part of the population who prefers DIY home security systems, there are three key actions home security professionals can take to retain customers, gain new ones and win-over some of the DIY segment of the industry.

Create extraordinary customer experiences. 

• Each customer is unique, so it’s necessary to use different tactics to delight them. In other words, consumers want a customized experience. 
• Treat each as a person, rather than a persona; work hard to understand how each customer feels; and appreciate their needs. 
• Timeliness matters and most customers expect to find whatever they need — pricing, inventory, etc. — from a company in three clicks or less. To solve complex issues, most consumers expect to speak to one person.
• Use multiple channels to engage with customers and potential customers including email, in-person, phone, online chat/live support, mobile apps, online portals, online knowledge bases, messenger apps, online forms, social media, text messaging, online communities and voice assistants. 

Be innovative.

• Embrace and become “the expert” in new technologies so you can show savvy consumers you are up-to-date and teach other consumers who may be behind the curve. (Think artificial intelligence and machine learning). 
• Connectivity is a major trend in security and offering consumers the opportunity to connect their devices — security systems, smart speakers, fitness trackers, smart thermostats, and more — is key. 

Trust is super important. 

• Honesty is the best policy when earning customer trust. Through the eyes of a consumer, security, reliability, transparency, ethics and authenticity all equal trust.
• Make sure strong security controls are in play to protect customer data. 
• Show consumers that their data is being used legitimately.

Here’s a few other resources to help you, the pro installer, increase customer satisfaction: 

• State of the Connected Customer report, 2nd edition by SalesForce; 
• 7 Ways to Create a Great Customer Experience Strategy by SuperOffice; 
• Customer Satisfaction: The Ultimate Guide by HubSpot; and 
• 10 Ways to Make Customers Fall in Love with Your Business by Neil Patel.

There’s been a lot of activity with ADT Commerical lately and it looks like the commercial side of business continues to grow organically and through acquisition. ADT Commerical recently acquired Design Systems Group and purchased Systems Group and Fusion Fire Protection to further broaden its commercial presence. In fact, ADT's commerial side of the business now accounts for nearly $1 billion in revenue.

Here’s a little bit about each of the acquired companies and what each company’s president has to say about the acquisition.

Systems Group is headquartered in Denver and provides commercial fire alarm detection, installation, inspection and maintenance services in Colorado. It was founded in 2004 and specializes in installation and service of integrated fire alarm, fire sprinkler, distributed antenna systems (DAS) and mass notification systems. 

“The team here at Systems Group has built a company admired and respected by the industry and customers alike,” John Ballman, Systems Group president said in the announcement. “Becoming a part of the ADT Commercial organization takes us to a higher level, both in terms of delivering for clients, and further achieving professional status for our employees.”

Fusion Fire Protection is headquartered in Hanover, Md. and serves the fire sprinkler systems needs of customers in Baltimore, Washington, D.C., and Northern Virginia. Established in 2015, in its short run, the company has earned the respect and loyalty of commercial customers. 

“Aligning with ADT Commercial reinforces our customer-centric commitment by strengthening and expanding our ability to deliver the most advanced technologies while still maintaining our agility and responsiveness,” Joe Roberts, Fusion Fire partner and president, said. 

Both companies are staffed by NICET-certified professionals enabling them to assist customers with design, project management, system installation, and testing, service and maintenance. 

“Systems Group in Denver and Fusion Fire Protection in Maryland represent the very best of the best in the fire alarm, fire sprinkler, and life safety arena, and illustrate our consistent dedication to best serve the needs of our mid-market, national and large-scale commercial customers,” Dan Bresingham, executive vice president, ADT Commercial, expressed.

Existing customers of both Systems Groups and Fusion Fire Protection will continue to work with the same people they know and trust to manage their accounts, now with ADT Commercial’s added resources and reach. 

“The addition of these tenured, well-trained professional teams furthers our aim of offering an advanced suite of end-to-end solutions for security, life safety and fire,” Michael McWilliams, senior vice president field operations, ADT Commercial said. “Backed by the strength of a nationally recognized organization, these teams will be empowered by local leadership, and will continue to provide the level of service expected by their customers.”  

I wonder what ADT’s next move will be? Rest assured that you will be the first to know as I keep my eyes and ears open and on the pulse of this company.