For HVAC businesses, customer retention is key. HVAC systems only need to be replaced every 10-15 years, so the majority of service revenue comes from HVAC system check-ups, repairs and troubleshooting.
That’s why every HVAC business needs CRM (customer relationship management) marketing. CRM marketing is all about storing important information about your customers and using that information to build relationships. The relationships you form will keep past customers choosing your business time after time, allowing your business to grow.
See how CRM marketing can help you grow your business.
Stay connected through email
Email marketing, one of the core features of CRM software, is one of the best ways of reaching and staying connected with your audience. Studies also show that the average ROI for email marketing is 42:1, so investing time into email marketing is a no-brainer for HVAC businesses.
You can stay connected with customers by sending them emails with:
Seasonal tune-up reminders
Appointment reminders and follow-ups
Review requests
Special promotions
Recall information
New product information
Company news
Email marketing doesn’t just build relationships with your customers — it keeps your company top of mind, so when one of your email subscribers has an HVAC issue, you’re the one they call.
Provide a top-notch customer experience
Customer experience is one of the most important factors for repeat business. According to PwC’s Future of CX report, “in the U.S., even when people love a company or product, 59% will walk away after several bad experiences, 17% after just one bad experience.”
CRM marketing helps improve your customer experience in a couple different ways.
Centralized data: Keeping key customer information accessible so that every member of your company’s team can offer stellar customer support interactions and make customers feel important. For instance, if someone calls in with a question about the HVAC system you installed for them, the person answering the phone should be able to look up past service details and system information, and be able to properly explain their service options.
Automated communication: A CRM marketing program can help you stay connected with your clients even when you’re busy. Appointment reminders and follow-ups, appointment confirmation emails and other automated email journeys provide a smooth customer experience for your clients.
Build your reputation
Reputation is key for local HVAC businesses. The more positive online reviews you have for your business, the more likely new customers will find and choose you when they search for an HVAC company in their area.
CRM software helps you build your online reputation with automated review requests. These work by sending clients follow-up emails or texts after a service appointment to remind them to leave a review.
Simply asking for reviews can help you get more online reviews and grow your online reputation.
Run ad campaigns that work
Last but not least, CRM marketing can help you build effective online marketing campaigns.
How? Customer data. A smart CRM can help you determine what campaigns are working and what campaigns need adjustments. Plus, you can use customer data to find trends and insights to help you fine-tune your ad targeting and messaging across different advertising channels.