Delivering Exceptional Customer Experience

Construction Champions Podcast

Oct 17, 20243 min read

In the world of construction, it's easy to get caught up in the race to the bottom, where companies compete solely on price. However, Vance Morris, a seasoned business coach and consultant, believes that the true path to becoming a "Construction Champion" lies in delivering an exceptional customer experience.

Vance's expertise stems from his time working at Disney, where he learned the art of "extracting money from your wallet and leaving you feeling happy about it." He has since applied these principles to his own home service businesses, including a mold remediation company, an oriental rug washing facility, and a traditional carpet cleaning company.

"My primary goal is to have companies stand out from the competition and not compete on price. That is my mission, 100%, because too many of us are just getting beat up on price, and we are not charging our value."

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Attention to Detail: The Foundation of a Construction Champion

According to Vance, one of the key attributes of a Construction Champion is an "excruciating attention to detail." He recounts his own experience with a roofing company that failed to live up to this standard, leaving nails scattered in his yard and disrupting his property without proper planning.

"Attention to detail, not just in the construction, but in the how you're taking care of the customer. You know, what are you putting in place that is really saying, you know what? We are going to leave this house a lot better off than we found it."

Effective Communication and Customer-Centric Approach

Effective communication is another crucial aspect of becoming a Construction Champion. Vance emphasizes the importance of keeping customers informed and making them feel valued throughout the construction process.

"Even if it's just as simple as a daily check in with the customer and not like sneaking out the back door and jumping in your truck and driving away."

By implementing standard operating procedures (SOPs) that ensure regular communication and attention to detail, construction companies can set themselves apart from the competition and provide a truly exceptional customer experience.

Charging for Value, Not Just Price

Vance firmly believes that construction companies should not compete solely on price. Instead, they should focus on delivering value and creating an experience that customers are willing to pay for.

"If you are charging an appropriate price, well, you should be able to answer the phone live or have somebody doing it or have a call center answering the phone. Um, but, yeah, if you're not charging enough to even have the bare basics of a not even an experience, but just a basic customer service, it's time to seriously look at that."

By offering additional services, guarantees, and attention to detail, construction companies can justify higher prices and attract customers who value quality over the lowest bid.

Becoming the "Disney" of the Construction Industry

Vance draws a parallel between the construction industry and the Disney experience, where customers are willing to pay a premium for a meticulously crafted and memorable experience.

"Disney, on the other hand, charges nine times that amount, $180, for the experience of going on a Disney vacation and creating memories. Now, are Disney's rides nine times better than the county fair? It's arguable. But you're going there for all the things that Disney offers."

Similarly, construction companies that focus on delivering an exceptional customer experience, rather than just the bare minimum, can command higher prices and build a loyal customer base.

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Conclusion: Embracing the Construction Champion Mindset

Becoming a Construction Champion is not just about the quality of the work; it's about the entire customer journey. By prioritizing attention to detail, effective communication, and a customer-centric approach, construction companies can differentiate themselves from the competition and thrive in the industry.

As Vance eloquently states, "If you want to be the Disney of the construction industry, you've got to start acting like it."