Latin America. Customers have more access to information, events, seminars and webinars. They are now more educated on the subject of security, learning about technology, procedures and what they should get from security personnel. They may even have information that the security company's expert doesn't have.
TIP: Allow the client to express all their needs, problems, fears and opinions before proposing, designing or recommending security processes. You will understand the client and know their level of education on the subject before intervening.
They want people who are sensitive to service and business
Yes, the main service is security, but this should not interrupt, affect or make it more difficult for the customers of the contracting company the processes. So, even if there are procedures, they will have to be flexible and service-oriented, in the areas that the contracting company requires. If your security service is in a hospital, the client (Hospital) expects its staff to treat patients kindly and humanely. If it's in a mall, they expect their staff to know the location of all the stores.
TIP: Emphasize the training of segment-oriented personnel who will attend to and involve particular needs of the contractor. Technological tools will help you, for example, in an APP you can have the directory of warehouses of a shopping center for quick consultation.
Compare with other industries
Looking at other industries or suppliers in other areas, customers can observe best practices, technology integration and a higher cost/benefit ratio. That is why they demand more from security companies, he feels that this service compared to others is very expensive.
TIP: Evaluate the practices of other types of services and industries, the level of customer service and how they support or positively intervene in the processes of the contracting company. You will find that technology is a great ally to achieve this.
They deal with value, not price
Users are not only looking for low prices, they want to get incredible services that generate value. If they do not perceive differences between services they will choose or look for the cheapest.
TIP: Make a list of your differentials, those elements that make it unique in the industry and for which customers should choose it. If another company does it too, it's not a spread. Creating and applying them will make a difference in your business.
They seek help to grow the business
They need security is true, but because they are usually businesses, they want everything they pay for to help grow their business, otherwise it will be an unnecessary expense and again we will end up at the low price.
TIP: Analyze how you can generate value for your client's business, what strategies or actions of security personnel can impact business results, make customers feel more comfortable or even impact sales.
They want to be in control
Or at least feel like they have it... When a customer pays for a service they expect amazing results and amazing changes, if everything works that way they feel they are in control and will be satisfied. Otherwise he feels like he lost control because things don't work out.
TIP: Show your differentials to the customer and the incredible actions of your service. Use technology to let the customer see the changes, for example, implementing real-time controls, notifications in mobile applications or the like, methods of rating your service.
They are looking for "Plug & Play" services and products
The Internet, smartphones, mobility, social networks, apps, among others, created consumers who obtain immediate and effective results. They expect technology to be a great ally of the physical security service and also to work as it should. The user does not expect a video system that "I wasn't recording," "What didn't cover that area" cameras, or round controls "that are reviewed weekly."
TIP: Make technology your greatest ally, use cutting-edge tools such as cloud-based services and mobile applications (Apps). Create new services that combine man and technology such as blended surveillance, virtual surveillance, among others.
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