EDUCATION CONNECTION
COUNTERTOP CARE AND MAINTENANCE:
A Customer Service Strategy By Frank Sciarrino
You just finished another countertop installation, you’re
maintenance recommendations to your customers. Whether
heading out the door with another satisfied customer,
it’s in a printed brochure, an email campaign, a landing page
and you’re on to the next job site. A few weeks later, if not
or blog content on your website, or — for the more tech-
sooner, you’re alerted about a negative online review. Your
savvy — a text message campaign, teaching your customers
customer’s countertop cracked. It was not cracked when you
how to care for and maintain their newly installed surface
left, but regardless, the customer is blaming you. You have
can be easy and pain-free. It’s about regularly producing and
no way of knowing what really happened. Maybe they stood
distributing content that’s relevant to your audience, in order
on it while changing a light bulb. Perhaps a hot pan caused extreme temperature fluctuations.
to communicate expertise and to promote brand awareness, while simultaneously reducing complaints and repairs, and ultimately supporting new customers.
It’s about regularly producing and distributing
content that’s relevant to your audience, in order
to communicate expertise and to promote brand
awareness, while simultaneously reducing complaints
and repairs, and ultimately supporting new customers.
Here are some examples of how some in the stone and quartz countertop industry use care and maintenance as a sales, marketing and customer service tool: • Start at the beginning. By including care and maintenance during the sales process, you’re quickly establishing the relationship with the customer and
So why is it your fault? It’s all about basic customer service and the management of expectations. You’re not spending enough time nurturing your relationship with your customers by educating them on the proper care and maintenance of
demonstrating your expertise, further building confidence that they should do business with you — someone who’s not only a pro at installing counters but who also takes the time to help customers protect their investment.
their new countertop. Providing information about care
• Create a leave-behind material at installation. A
and long-term maintenance is an essential function of your
brochure would include reminders and tips on care and
marketing and customer service communications. It will help
maintenance, and recommended care product samples like
stave off negative customer reviews and, more likely, reduce
cleaners and sealers. You can take this further by creating
overhead costs by reducing the time spent on avoidable
a branded cutting board made from remnant material.
repairs or remakes.
Affix a label on the back with your company logo, contact
There are several ways to communicate your care and 18 • Vol. 15 / Issue 2 • International Surface Fabricators Association
information and some care tips.
