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The importance of customer satisfaction and how to increase it

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Wednesday, October 30, 2019

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: 

 

SimpliSafe now backed by PE firm Hellman & Friedman

DIY security provider to focus on increasing market penetration
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07/03/2018

BOSTON—SimpliSafe, a provider of DIY installed home security systems, on June 29 announced an investment from private equity firm Hellman & Friedman to accelerate SimpliSafe’s growth and expansion of the home security market. Terms of the transaction were not announced.

Good news for dealers: Consumers still disappointed with DIY cameras

Satisfaction with other smart home devices slowly rising, Argus Insights says
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09/30/2015

LOS GATOS, Calif.—Consumers’ disappointment with DIY home security cameras could become a “renaissance” for traditional dealers, according to John Feland, CEO of Argus Insights. Customers need some help, he said, and dealers are positioned to do just that.

Sequoia pumps $57m into SimpliSafe

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Wednesday, May 28, 2014

In the modern security environment, there’s no shortage of relatively new, tech-savvy companies intent on revising the traditional alarm monitoring business model. That some of these upstart companies, such as Cambridge, Mass.-based SimpliSafe, are now attracting serious outside investment interest is a development that bears watching.

SimpliSafe, which provides wireless security systems and professional monitoring services without long-term contracts, recently partnered with Sequoia, a prominent venture capital firm in Silicon Valley, to raise $57 million. On its website, the company claims to have 100,000 customers.

SimpliSafe describes itself as a “disruptive tech company working to help people live safely,” while touting its in-house maxim that “being safe should be simple.”

Interestingly enough, SimpliSafe doesn’t fit perfectly into the DIY/MIY mold; it’s really more of a hybrid between those types of systems and more traditional security units. A Wall Street Journal blog noted that a SimpliSafe system with sensors and other burglary protection components, along with a hardware package, typically costs about $260. The company also offers monitoring services for $14.99 per month, but doesn’t require customers to purchase them.

In a company blog, Chad Laurans, CEO of SimpliSafe, said the following: “We’ve eliminated unnecessary middlemen, so we can pass the savings onto our customers and pour our resources into product innovation and customer service.”

Down the road, one of the biggest threats to central station RMR could be the proliferation of increasingly sophisticated DIY/MIY systems that unite ease of use and installation with competitive pricing models. As of yet, there’s no clear writing on the wall that says central station RMR will suffer the effects of “disintermediation” at the hands of innovative MIY products. But a $57 million infusion is no small sum for the security industry. It goes without saying that an investment of this scale can be transformative from a product development standpoint.

It will be interesting to see if this pared down version of security and alarm monitoring indeed proves to be disruptive, and if so, how the monitoring industry responds to the challenge. 

DIY security system featured on ‘Ask This Old House’

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03/27/2014

BOSTON—Do-it-yourself wireless home security system SimpliSafe was featured in a March 6 episode of “Ask This Old House,” the Emmy-nominated series presented by the home improvement experts at “This Old House,” according to a March 20 news release from SimpliSafe.