Turn That Frown Upside Down

This article by Marc Henson, Head of Marketing and Technology at Kubu Smart Security 🔒 was first published in Total Installer Magazine June 2024 Edition.

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Ryan, your normal columnist from Kubu has been away having a well earned rest, so this month, you’ll have to put up with me.  I’m Marc – Head of Marketing and Technology here at Kubu. It’s great to be here!

I recently had the pleasure of being invited to attend an Industry Innovation Round Table event, hosted by the superb Business Pilot and VBH, and what an event it was.

The insights shared during this event were nothing short of enlightening. It became abundantly clear that customer service is not just a department but the lifeblood of any business, and plays a pivotal role in ensuring business success.

At the round table, one standout point was how integral customer service is to brand reputation. It’s not just about solving problems; it’s about creating positive, lasting impressions. 

Exceptional customer service can turn a one-time buyer into a lifelong advocate for your brand, which is especially critical in our industry, where trust and security are paramount.

Customer Service as a Marketing Strategy

As a marketing guy, I’ve always been a strong advocate for customer service being integrated with the marketing strategy of the business, as it’s often said that acquiring a new customer is five times more expensive than retaining an existing one. 

A happy customer is a brand’s best ambassador, more likely to provide valuable recommendations which, in turn, drives sales more effectively than any advert or social media posts ever will.

I believe that the personal touch in customer service cannot be overstated, with today’s consumers expecting near-instant responses and personalised interactions. Most of the time this is ‘solved’ by introducing automated call centres or chat bots. 

Uuugghh! 

Who wants to ‘Press 1’ to listen to the same music for the next 30 minutes? or ‘Press 2’ to be told your call is important to us, but we’re unusually busy. Again. 

I get it.  It’s challenging to always provide immediate responses, but there has to be a better way, right?  Well, yes. There is.

Something that seems to be forgotten is that focusing on delivering a first-class product and service is the absolute number 1 best way to preempt many customer service issues, shortening the queue or bypassing them all together. 

According to a recent interview with Christian Thrane – Managing Director of Marketing at EE and BT – they have spent the last 5 years doing exactly this, and have found their Customer Service teams are up to 50% less busy than they used to be, and their Net Promoter Score (marketing speak for how likely a customer is to recommend a product or service) has increased massively too. When you think about it, you can see it too. How often do you hear anybody complaining about BT anymore?  

At Kubu, User Experience is always front and centre. We constantly strive to ensure our products and services are as user-friendly and reliable as possible – both for Consumers and our Installers.

The problem is, we’re not infallible. We will all drop the ball at some point.

It’s how we handle the issues that truly matters. Transforming a one-star review into a five-star experience will create a powerful advocate for your brand – driving those recommendations and sales. 

Evolution of the Kubu Pro Installer Scheme

This philosophy is the driving force behind the evolution of our Kubu Pro Installer Scheme. 

For our Smart as Standard Installers, we now offer a comprehensive pick, pack, and dispatch service, delivering Kubu Kits directly to their customers in time for installation. This service is designed to support the installer and ensure a seamless customer experience from start to finish.

Moreover, we take all Kubu-related customer service calls off the installers’ hands. Our dedicated support staff handle any issues related to Kubu or Works with Kubu locking systems, reducing potential call-outs and allowing fitting staff to focus on their primary tasks without worrying about the technology side of things. 

This means your business can enjoy the benefits of fitting and selling smart windows and doors without additional stress.

Comprehensive Support for Pro Installers

Being part of the Kubu Pro Installer Scheme comes with numerous benefits. Our members receive extensive sales, marketing, and training support. This includes access to our media kit, personalised marketing materials, showroom setups, and ongoing staff training. This support ensures our installers are well-equipped to promote and sell smart technology effectively.

Rounding it all up…

To finish off my little cameo, I cannot state it enough that Customer Service cannot be too important. It’s not just a support function; it’s a critical component of a sales and marketing strategy. 

Ensuring customer satisfaction through exceptional service can transform customers into lifelong brand advocates, driving more sales through positive word-of-mouth than traditional advertising ever could – which is why we are committed to providing not only innovative smart security solutions but also unparalleled support to our installers and their customers.

Thanks for having me! Until next time… 

Be Smart. Work with Kubu.