ManageMy Monthly - September/October 17 - issue no.003 by ManageMy

ManageMy Monthly Monthly TheRepair RepairNetwork Network The

Issue: 3 September/November 17 Issue: 3 September/October 2017

SUSTAINABLE A P P L I A N C E S We take a look at how energy efficient appliances are driving market growth

IN A CROWDED MARKET-PLACE

SMART HOME TRENDS APPLIANCE CARE GUIDE The advice you and your customers need-to-know

ManageMy Our Partner Network

Reviews...everyone knows how powerful word of mouth recommendation is. Which is why reviews are so important in the online space. Users like to understand their peers opinion on goods and services to help them form their decision. Companies who put a big focus on customer service see this reflected in their reviews which in turn has the right impact on their bottom line business performance. Is this something we should look to develop into our repairer lookup?

Recycle network, with more and more devices having built in obsolescence the tonnes of “e-waste” being dumped every year is increasing exponentially. Causing new legislation to be pushed and new commissions springing up to push the recycling of e-waste and electronic devices. As a network of repairers should we be looking to do more to help, creating a recycle network for devices beyond economic repair?

Tell us which solution you prefer and why OR do you have an issue that needs solving more urgently? We want to know how we can help. Tell us here: editorial@managemy.com

............................. Jamie McCoy Chief Product Officer and Head of Marketing

2 ManageMy Monthly September/October 2017

ear reader, we once again welcome you back and thank you for your ongoing inclusion in our ever growing Repairer Network. As our community grows so will the benefits ManageMy brings to your business. In the past month, we have launched a newly designed website and a refined search engine making it even easier for consumers to find your business. This issue we wanted to give back to you; with a guide to one of the most fundamental cues for a successful business - customer retention. Turn to page 14 to see the double page spread devoted to the importance of customer retention to your business, as well as the techniques and tools you can use to keep your customers coming back time and time again As usual, we also bring you regular industry updates we think you need to be aware of. This time we take an in-depth look at one of the more surprising drivers for growth in the appliance sector, the demand for greener appliances on page 8, as well as some interesting and bizarre moves from the decision makers in the appliance sector on page 10. We are proud to bring you our first Repair Partner feature in this issue where our general editor has a chat with Luke from LD Communications (page 16). And, we have an analysis of the trends of connected appliances just a couple of flicks of the page away on page 6.

Remember, this magazine is for you! We want to ensure we are continuing to bring you the information you want to know. Please reach out if you have suggestions, question or would like to be featured within these pages. Contact us via email at editorial@managemy.com, on Facebook as ManageMy or Twitter with the handle @ ManageMy_Life or visit the portal repairers.managemy.com

September/October 2017 ManageMy Monthlyâ&#x20AC;&#x201A;3â&#x20AC;&#x201A;

THE REPAIR NETWORK

Westpoint Building 1, Westpoint Business Park, Paisley, PA3 2RB

Contributors Editor-in-Chief: John Bellingham Executive Editor: Jamie McCoy General Editor: Kieran Simmonds Design: Kieran Simmonds Branding: Phillip Haig

Issue number 3 • Online managemy.com • Editorial inquiries to editorial@managemy.com or 0141 2804150•

All material in this publication is covered by copyright. No part of the content within may be reproduced or transmitted in any form - in whole or in part without written permission from ManageMy. While care has been taken in the production of the magazine, no responsibility is accepted for any errors or omissions.

4 ManageMy Monthly September/October 2017

02 03 06 08 10 11

ManageMy Repairers: A recap of our commitment to you as a repair partner

Editor’s Welcome: Our editor welcomes you to ManageMy Monthly

The Connected Home: An infographic delving into connected appliance trends

Industry News: In this issue we examine how sustainable appliances are driving growth in the market

Fast News: News updates from across sectors + a new washing machine invention Fast News Articles: Overview of the new EU ruling on vacuum cleaners + BuzzFeed entering the appliance market

12 13 14 15 16 18

Appliance Feature: We ask ‘Are lives still at risk from dodgy appliances?’

Appliance Care Guide: A guide for you, or your customers, on how to take care of household appliances. Business Tips: Analysis of the importance of customer retention

Business Tips (cont.): Our guide to retention and 10 tactics you can adopt within your business An interview with: We speak to one of our repair partners to learn more about their experience of working in repairs

Repairer Offer: Read about how consumers will find your business and how you can get in touch with us

September/October 2017 ManageMy Monthly 5

THE CONNECTED HOME An overview of IoT trends

Global Appeal of smart home technology by Country

4 million households in the UK now have a form of smart home system - up 30% in 2 years... we take a look at other stats from the world of smart home technology.

66% UK

76%

91%

China

89%

59%

Brazil

Japan

72%

Germany

Top 5 reasons people upgrade...

SMART LIGHTING 1. Reduce energy consumption 2. Improved comfort 3. Variable mood 4. Ability to monitor or control from anywhere in my home 5. Ability to monitor or control when I’m away from my home

SECURITY 1. Protect my home against intruders 2. Monitor when away 3. Monitor from anywhere in my home 4. Notified about fire or gas issues 5. To keep an eye on loved ones

ENTERTAINMENT

CLIMATE CONTROL

1. Mine, and my families comfort 2. Reduce energy consumption 3. Monitor from anywhere in my home 4. Monitor while away from home 5. Improve resale value of my home

Smart Upgrade % that are “very satisﬁed”

69%

53%

41% 80%

31%

72% Non-Smart Upgrade % that are “very satisﬁed”

6 ManageMy Monthly September/October 2017

43%

34%

Strongly Agree

Agree

Disagree

Neither

Strongly disaree

8% Being able to control devices in the home when I am out would be useful to me

19%

20% 40%

13% 4% I would really value the safety and security features a smart home could offer

23%

20% 13%

47%

16% I like the idea of one remote control that could control everything in the home

18%

25% 13%

28%

11% A smart home appeals to me because it would save time and effort

The sheer number of products and brands

22%

36%

16%

What barriers are blocking consumers from buying smart home appliances? Choice

14%

11%

13% I am really interested in having the sort of functions a smart home could offer

24%

34%

19%

Standards

Lack of connectivity to other appliances

Knowledge

Limited understanding and awareness

Appeal by catergory 40 35

Cost

Perceived to be prohibitively expensive

33%

Lighting

35%

Climate Control

38%

Entertainment

Concerns over how secure IoT tech is

38%

Security

5 0

September/October 2017 ManageMy Monthlyâ&#x20AC;&#x201A;7â&#x20AC;&#x201A;

HOW ARE

SUSTAINABLE APPLIANCES

DRIVING GROWTH

With government intervention and an increasingly savvy consumer we see how a push for sustainable and green appliances is stimulating market growth. by Kieran Simmonds

APPLIANCE FEATURE There is an overall positive outlook for the home appliance market. Relatively more stable economies across global markets, a growing housing sector, growth in nuclear families, urbanisation, quality of life improvements and more disposable income for younger consumers has driven growth in the sector. Many say the shift towards energy-efficient appliances is driving growth in the home appliance market - we delve deeper.

Every industry is wrestling with sustainability and developing the strategies that leave the smallest footprint on the Earth while still meeting the needs of the customer. The appliance market is no exception and industry players must work collaboratively to ensure the right mix of initiatives are being introduced. If you take the refrigeration market as an example you can see how sustainability is being defined in different ways. For some the focus of sustainability should be energy efficiency; for others, the focus should be the environmental impact, while some think most about recyclability. What is important is that all appliance manufacturers and government legislators are pulling in the same direction. We will first look at refrigeration units due to the fact they are electricity eating machines, accountable for about 30% of most household’s energy usage. Refrigerator manufacturers path to a more sustainable appliance has led to the use of Polyurethane Foam insulation to improve efficiency of their products. Polyurethane insulation takes up less space than cellulose or fibreglass, and as end consumers in both the commercial and domestic space are demanding increased capacity it is now preferred to other types of efficiency boosting insulation. Insulation has become one of the most important attributes to consider for appliance manufacturers. The consumer market is now more accustomed to instant, and on-demand

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access to information. This easily accessible information means consumers now demand the same easy-to-use readiness when introducing a new appliance into their home. As a result, appliance manufacturers are being driven to develop appliances that deliver the desired energy efficiency while having little to no impact on the end user’s appliance experience. Many manufacturers are prioritising sustainability with appliances as they look for the A rating (or higher) EU energy label. The EU labelling system has been in place since 1992, with the US having a similar ‘Star Rating’ system and China now introducing a 1-5 energy efficiency label. Having a higher rating has been proven to drive sales and allows OEMs to charge more. The implementation of mandatory energy efficiency labelling for white goods, light bulbs and cars was intended to help consumers make decisions on purchases and in the long run save the customer money. The intention of the regulations was to inform and protect consumers. Evidenced by the latest directive to ban vacuum-cleaners that are louder than 90 decibels. This is expected to affect some models and is also likely to impact sales, just as it did when similar legislation was introduced in 2014 (see page 10). The labelling system that was originally seen with reprove from manufacturers has actually turned into a sales tool that is continually used to back up the ‘time-to-update’ marketing techniques some OEMs

A B C D E F G adopt. Critics of the energy efficiency labels now say the scheme is too easy to manipulate for manufacturers and no longer serves its original purpose to inform customers. The criticism comes as the study ‘Survey of European products’ that appliances actually guzzle far more energy than their labelling may suggest. The vulnerability to misuse became apparent during the study and it was shown a TV switched from standard picture quality (used in test conditions) to HD (predominantly used in homes) increased energy consumption by 130%. Caution has been advised by those that have conducted the study who claim as appliances get smarter it may become easier to cheat the system. Nonethe-less, there is no evidence of a Volkswagen style Dieselgate cover up and with all appliances being tested under the same conditions it remains the best tool for energy efficiency tests, for now. Manufacturers are yet to respond to the study and with energy efficiency being one of the key motivators for sales in appliances they will be hoping the fundamentals of the current system remain the same. The study comes at the same time as calls from the European Parliament to implement a more robust scale for testing efficiency in appliances. “Smart appliances are the new frontier of energy efficient appliances… thanks to open, accessible data, new tools will allow citizens to compare products based on their habits and so buy more

wisely.” said Dario Tamburrano of the Europe of Freedom and Direct Democracy Group when addressing the European Parliament. Manufacturers who have enjoyed the boost in sales that come with consumers seeking the top EU rated appliances will now be looking to smart appliances to prove their efficiency. With growing numbers adopting connected tech, backed by a growing market for IoT products and an increase in tech-savviness amongst consumers is considered to be another driver in the growth of the home appliance market. As smart tech allows consumers to monitor their energy usage it is likely we’ll see manufacturers focusing even more on efficient appliances. These drivers for growth are bolstered by: • Governments who across the board are enforcing more stringent energy and safety legislation. As new energy-efficiency programs are implemented in many regions globally. • A strong demand from the consumer market who look to combat higher utility bills through a more conscientious approach to managing their energy outlay. With the growth in tools that allow for self-monitoring this trend is set to continue. • Manufacturers who want to differentiate their product lines from their competitors. Adopting new technologies that underpin their desire to cut their customer’s energy costs.

The demand for green or sustainable appliances will continue to drive growth if manufacturers can continue to confine appliance energy use, maintain similar appliance cost (due to falling component prices) and give consumers more insight and in-turn more control over their home energy consumption. The signs are all pointing to well-informed consumers along with continued government interventions perpetuating growth in the appliance market and sales of low impact sustainable appliances. Improving efficiency (as a result reducing home energy consumption) of major home appliances in order to meet stringent regulatory standards and reach the highest of ratings on energy efficiency labelling schemes is one step to maintaining growth. OEMs will be exploring ways to ensure the growth in the market continues. All will be happy to meet government guidelines as the incentive based programs to keep appliances green is attractive, and the penalties are known to be costly. These schemes have been proven to help keep energy costs down for consumers and inform their decision on the appliances best suited to their needs. The amount of savings made is being directly linked to the technology used in the appliances. Connected appliance technologies most ardent critics now come to accept with an increased demand for connectivity the market is expected to continue its growth. With a growing market and a more informed consumer manufacturers are likely to remain inclined to building sustainable appliances.

September/October 2017 ManageMy Monthly 9

F A S T

N E W S

Ofgem are threatening to fine energy distributors £13.9m - in the wake of a £9.5m fine to British Gas The regulator said various suppliers ‘fall short’ of expectations and will dole out fines for ‘poor customer service’. State pension age will rise to 68 by 2039 The change is expected to effect 37 million UK citizens, the Government has claimed the change is ‘unavoidable’. EU legislation will ban all charges for card payments From January 13th, 2018 new rules will come into force blocking companies from charging for card payments. Google has to pay small fortune to Apple if it is to remain the default search engine on iOS It is expected to cost $3 billion a year for Google to continue to be the default search engine on the iOS Safari app. The makers of AI driven vacuum cleaner Roomba may sell data collected from homes The autonomous vacuum cleaner has been mapping the homes of its users, owners iRobot say they may sell the data. Tougher laws to protect UK holiday makers If like many, you book your holiday online you will soon have the same protection as those booking with an agent

A LIGHTER WASH A STUDENT HAS TEAMED UP WITH TOCHI TECH LTD TO DESIGN A NEW ENERGY EFFICIENT COUNTERWEIGHT

It is a little-known fact (to those outside of appliance repair) that all washing machines contain a weighted concrete slap to stop it moving during a cycle. An invention is intending to sandbag the need for a concrete slab, the invention would replace the concrete with a sealable water filled container (see above for comparison). With water filled counterweight weighing only 3kg upon delivery compared to the 25kg of concrete slab. The invention will be a weight off for the delivery and logistics personnel. The researchers behind the invention say that they took into account current

sales trends of around 3.5 million washing machines sold each year (in the UK) into consideration when calculating the benefits. They say a move to a water filled counterweight would save 44625 tonnes of carbon dioxide emissions. It makes a ton of sense, as filling the container up once installed cuts 1/3 of washing machines usual weight and would save money for manufacturers that in turn could be passed onto consumers. “I thought it must have been done before,” the 22-year-old Dylan Knight said, the undergraduate who tested the project for Tochi Tech Ltd. The student went on to say it “100 %” works, leading his tutor Professor Al Habaibeh to herald

10 ManageMy Monthly September/October 2017

its other benefits saying “it provides ergonomic and health and safety benefits to those physically handling washing machines”. It’s lighter, cheaper to produce, better for the environment and an all around interesting idea. However, critics say that this media fuss is much ado about nothing, citing space as the major reason the idea could never really roll forward. It is true that consumers are looking for large capacity washing machines, meaning space is at a high premium, something the creators of the innovate product accept – the water filled chamber takes up more room than concrete blocks.

S R E R U T AC F E U T N I A B M O T T S U VACUUM FORCED D E TH It was announced mid-August that changes to EU regulations will affect vacuum cleaners being sold in the UK. A ban on the sale of ‘deafening’ vacuum cleaners, with a decibel noise level above 80, will come into force at the start of September. It will affect the UK (and other EU countries) and has been brought in to boost energy efficiency and cut carbon emissions. When consumer group Which? tested most new vacuums, it found that there was a dramatic variation of noise levels from 65 to 90 decibels. A noticeable disparity. To compare; at 65 decibels the noise level is parable to a conversation a few feet away and at 90 decibels the sound is more like the sound of a busy high-street.

The rules are expected to affect shoppers as the legislation will directly impact vacuum cleaners currently on the market. John Lewis has stated that among its top-selling models the Miele Classic C1 Edition Powerline scrapes in at 79 decibels and will continue to sell as is. However, the cheaper Hoover Whirlwind Bagless Upright emits 85 decibels and will need to be pulled or had the necessary changes made. Although the current stock can continue to be sold until it sells out. Legislation in 2014 had already had an impact on vacuum manufacturing as the maximum wattage current was reduced to 1600, fueling a backlash by anti-EU campaigners, the point of sale establishments that had to pull their ‘best’ vacuum cleaners and lead to headlines such

as “Now Europe wants to make it harder to clean your carpets”. This time around the legislation is unlikely to reduce overall power – as motor size is rarely an indicator of effectiveness. Dyson, among other manufacturers, has been producing smaller 900-watt motor vacuums for many years. The EU will hope to limit the backlash it received in response to the 2014 legislation and are keen to point out choosing one of the most efficient vacuums could save you £50 over the appliances lifetime. The Quiet Mark group that encourages global companies to reduce the noise of their appliances has welcomed the move – to the contentment of the EU legislators. Quiet Mark representatives spoke of how vacuums are not uncommonly emitting 95 decibels of noise which with prolonged exposure could cause hearing damage.

BuzzFeed wants to sell you a kitchen appliance Buzzfeed, the popular news website that got, mostly young, readers hooked on animal gifs, movie quotes and quizzes is launching an IoT kitchen appliance. It’s called the One Top and essentially it’s a hot plate that connects to your smart phone. The media giant has various arms that distribute mixed genres of media, and their culinary arm is named Tasty. Tasty is known for posting short videos of recipes to try at home. With 1700 video recipes on their app, which must be downloaded to re-

serve your £115 One Top. By selecting a recipe through the app the One Top will know the settings you need and let you know when your chicken breast needs flipping or when to add stock to your stew. It’s not much different from the other IoT hot plates on the market but with the backing of General Electrics appliance labs it should be a fairly well-made piece of kit. It will be interesting to see how well BuzzFeed do with this new transition into kitchenware as many media companies make a push towards an e-commerce into their revenue stream.

However, selling slogan t-shirts is a far stretch from kitchen appliances. Critics have called it a desperate bid to return to profitability. While you have to admire the ambition, as it highlights BuzzFeed’s willingness to make bigger bets on products, it remains to be seen if customers will have trust in an experimental-online-media hub for cooking their fry ups. Features: Surface Sensor Slow Cook Thermostat Tableside cooking

September/October 2017 ManageMy Monthly 11

ARE LIVES STILL AT RISK FROM DODGY APPLIANCES?

Chief executive of consumer group Which? Peter Vicary Smith said: “The product safety system simply isn’t fitfor-purpose and it’s over reliance on a local approach to a national problem poses a grave risk to customers.” Which? is calling for a national body that would have the legislative clout to force multinational OEMs to recall faulty goods. The call comes in the wake of the disaster at Grenfell Tower but as we’ve covered in previous issues has long been a bone of contention. Labour MP Andy Slaughter wants ministers to act now to “prevent further tragedies”. It is suspected it was a faulty fridge-freezer that caused the fire that killed at least 80 people. As reported in the Mirror, fire chiefs have called for a ban on plastic backed fridge-freezers because of the speed in which they are engulfed in flames. It would seem to make sense that using highly flammable elements in fire prone appliances is a bad idea, then again, so is cladding a building with 300 residents (100000 across the UK) in flammable plastic. With metal backed fridge-freezers the fire does not spread so easily, and if contained, will extinguish itself in 20 minutes. In contrast, “Once a spark ignites in the compressor which powers the freezer, it can be as little as 90 seconds before the whole kitchen is engulfed in flames” as stated by London Fire Brigade watch managers Andy Vaughan-Davies. The foam used to insulate fridge-freezers is highly flammable and has been described as “the equivalent of having four gallons of petrol around your freezer” by Andy Vaughan-Davies. Fridge-freezers are considered by fire experts to be the most dangerous appliance in the home. This is due to being one of the devices which are left switched on around-the-clock. In 2015 the Fire Brigade started asking the government to ensure that the backs of fridge-freezers are noncombustible or made from fire retardant materials as standard. Casualties from fires in the home are caused by cheap plastic-backed fridges in 20% of cases.

12 ManageMy Monthly September/October 2017

An interesting proposal given that in America a fridge must be metal-backed or face the threat of litigation, meaning that fridge-freezer fires cause casualties in only 3% of cases. This is due to safety regulations in the US being led by insurers where as in Europe they are usually led by OEMs. Andy Vaughan-Davies added “In the United States fridge-freezers are built safer with a metal back and they don’t have the same problems with fire… a win-win situation.” Whirlpool, which owns Hotpoint has not given any indication on whether the model (FF175BP) which is thought to be the model that caused the initial fire in Grenfell was plastic-backed or otherwise. Metropolitan Detective Fiona McCormack is leading the investigation into the blaze. She said documents and materials had been seized from “a number of organisations”. She was speaking in regards to Kensington and Chelsea council and the Tenant Management Organisation. The Met has now announced that there are grounds for charges of corporate manslaughter based on the ongoing investigation. Detective McCormack added: “We are looking at every criminal offence from manslaughter onwards, we are looking at every health and safety and fire safety offences and we are reviewing every company at the moment involved in the building and refurbishment of Grenfell Tower.” With corporate manslaughter charge to be brought Ms McCormack warned that the death toll could still rise yet. The Mirror newspaper has called for the government to reform the product recall system since 2015 when Whirlpool admitted to selling 5.3 million faulty tumble dryers over a 10-year span. Consumer champion Lynn Faulds-Wood carried out an independent review for the government in 2016 but so far no action has been taking to implement her proposals. Among her suggested improvements was a need for a single product database of appliances nationwide, so consumers could check whether they have a faulty device.

Appliance Care Guide If you, or your customers, follow these tips you can ensure appliances remain in top condition for as long as possible. Fridges and freezers Be sure to install fridges and freezers in a dry, ventilated room, keep away from direct sunlight or other heat sources (radiators). Defrost your freezer regularly. Clean the rear of the fridge or freezer every 6 months. Empty and clean the drainage hole, ensuring it is clear. Ovens and hobs Always check the oven and hob is off after use, at the switch is best. Clean your oven regularly. Some have a self clean option, make sure the oven is empty before using ‘self-clean’. Self clean ovens will still need an occassional cleaning with cleaning products and a cloth. Wipe down electric hobs after each use – manufacturers supply tools for burnt on stains. Clean grates on gas hobs, drip pans, and burners caps with soapy water. Be careful to never have flammable objects like kitchen roll away from hot plates and gas burners. Dishwashers Ensure the filter is checked and cleaned regularly. Only clean as described in instruction booklet or the manufacturers online guide. Food-waste disposers Occasionally scrub the rubber splash guard with a long brush and hot soapy water. Never pour fat, oil or grease into the disposer. Microwaves Do not attempt to heat non-food products unless instructions state that it is safe to do so. Keep the vents of microwave ovens clear and don’t put metal dishes onto the turntable. Clean after each use with a wet soapy cloth or sponge and remember to clean the door seal. Washing machines Leave the door open after use to allow for drying. Occasionally clean the soap dispenser by removing the drawer and washing in a sink. Check the filter occasionally, clean if needed. Most washing machines have a maintenance cycle (check the instruction booklet) this should be done once a year. Tumble dryers Install in a dry, well ventilated room. Clean the filter of debris (fluff and lint) after every use. Clear the vent tubes of fluff and lint periodically. Remove items from dryer immediately once the cycle has ended. Don’t stop a dryer in mid-cycle as it will have a cooling time included, this reduces the temperature and creasing of items. Small appliances Leave portable hot appliances out to cool down before storing them away i.e. irons, hair straighteners and steam cleaners as they can get extremely hot. Kettles and toasters should always be in the open, never in a cupboard and preferably not under one either. Clean toaster crumbs regularly. Do not use electric heaters to dry any items. Never use electrical equipment in wet environment. When tidying electronics away do not wrap cabling tightly, it can damage them and expose live wires. September/October 2017 ManageMy Monthly 13

WHY RETENTION IS IMPORTANT TO YOUR BUSINESS WHY RETENTION IS IMPORTANT TO YOUR BUSINESS

80%

The Cost of Poor Service

Customers

80% of future revenue for any business comes from 20% of your current customers...

79%

who have a negative experience tell others about it.

61%

will take their business to a competitor when they end a business relationship. have ended business relationships due to poor customer service.

71% 55%

would pay more for better service experience

Satisfaction Strategies the steps bricks and mortar stores are taking

62% have customer service strategies

35% have implmented cross-channel intergration

Three seperate studies say the same thing, that it is...

7 X £££

7 times more expensive bringing in new customers that retaining the ones you have.

24% planning to implement customer experience programs

a 5% increase in customer retention can increase proﬁtability by

75%

Statistics from: Forbes, shop.org, NRF.org, oracle.com, forrester.com

14 ManageMy Monthly September/October 2017

Our Quick Guide to Retention Acquisition Whatever your strategy is to acquire new customers it is where the retention process begins. Use your current marketing channels, contacts or footflow. Engage and Interact Talk to and observe your customers. Connect with them. Take note of what they’re telling you and engage with what they say. Undersell and Over Deliver Always be clear on what the customer should expect. Build trust through honest appraisals.

If at the end you do better than expected you’ll have an impressed customer. Build Connections As you will see in our retention tactics below there are various ways to do this. Spending on building these connections has jumped from £300 million to £1.7 billion in 6 years - don’t miss out. Remind them: Don’t hold back in reminding the customer why they chose you. Once the transaction is completed it is okay to talk up the job you’ve done.

10 Tactics to Keep Your Customers 10: Events: Whether you’re an offline or online business this is an easy one to do. Slow day on the job? You could always make a podcast or self-shot video. Find a way to get your views across, whether they’re moans and gripes or something great you want to share. Bricks and mortar stores can host parties, buy a bottle of bubbly invite people down for a launch or a discount event – turn it into an exclusive event for current customers and you have yourself a retention strategy.

your upcoming sales, launches, offers or just say thank you for their custom.

9: Frequent shopper program: Ever bought a coffee or a tea and they’ve given you a card to stamp? Same principle here, give your customers a simple reason to come back to you and they probably will.

4: Measure value: Monitor and measure customer value, especially a customer that you think could return over a long period. If they are likely to be lifetime customers then make sure they have every reason to come back to you. Work out where their value is based on the frequency you expect them to use your service.

8: Complaints: Service is paramount for customer retention; one way you can emphasize service is to turn complaints into opportunities. Try and resolve an issue where possible, don’t treat it as an annoyance but more as a chance to engage. 7: Social media: Whether your customer base is 10 or 10000 using social media is a free way of communicating with customers and the wider area. It is good to be active and share your insights into the industry or just general chatter, but the important thing is becoming more visible to your customer base. 6: Send regular communications: Emails, letters or social messages are an inexpensive and easy way to maintain communication with your customers. Remind them of

5: Service is paramount: The way to keep your customers is through excellent service, build a relationship and encourage your team to do the same. Follow up with customers after resolving their issues and make sure no loose ends remain. Customers are a likely to switch companies because of service almost as much as price!

3: Budget for retention: As you can see in the graphic opposite 5% increase in retention focus can yield 75% profitability according to a Forbes survey. Be sure that you budget for retention as well as acquisition marketing. 2: Prioritise retention: If your focus has been bringing in new customers (acquisition) it is time to prioritise retention strategies, add tactics from this list and include them in your marketing mix and if you have a team let them know. 1: CRM: Adding a CRM (customer relationship management) system will allow you to track, monitor and communicate with customers using an automated platform. It makes the tactics listed here easier to implement and means you can customize your communication mix.

September/October 2017 ManageMy Monthly 15

Partner Interview with:

We speak to Luke from ManageMy repair partner: LD Communications about working in repairs.

Hi Luke, first off tell us a little bit about maintain relationships with both cusyour business, what type of repairs tomers and suppliers. Managing staff you specialise in? (white goods etc) and their working hours. As well as the accounts and finances of the business. We’ve been trading for 4 years, specialising in mobile phone, tablet When it comes to your business, are and PC/Mac repairs. As well as there any changes you’ve noticed in unlocking and accessories. previous years? Where you have to advertise? Types of repairs? Changes How did you find yourself in how things are made, making working in repairs? it easier or harder to repair? From the age of 12, I would take apart electronics and reassemble. Breaking most things along the way. This led to me gaining an understanding though of electronics and how they work. By 14 I was building and selling computers online and to friends and family. From the age of 18, I worked in sales for leading mobile phone retailers. Whilst doing this, I started to advertise mobile phone repairs that would get dropped off at home that I would carry out from my bedroom. I started to build a reputation through social media and via word of mouth. I then came to realise there was a demand for the services I had to offer. We opened our first retail repairs store 4 years ago. The success has led to the opening our second store through which we hope to further expand our business. What does your day-to-day working schedule look like? My role duties do vary, I am however mostly myself carrying out repairs. Responsibilities also include the running of the business. I can be placing orders, managing stock, building and

Advertising has relatively been the same. Social media has been successful for us as well as other sponsored and paid for online advertising. Media such as newspapers, brochures, programmes haven’t seemed to have worked. Unless you’re advertising your brand week in week out via this way it’s likely to go missing. Technology is always moving and changing. As technology changes and becomes more advanced so do repairs. Certain models such as Samsung’s Galaxy A/S/J series have made repairs harder as they are sealed units as opposed to easily accessible components that can be accessed by screws. Something like an S7 Edge Charging Port is very difficult to replace without replacing the LCD, in comparison with its previous predecessors Galaxy S4/S3/S2 being much easier.

implement the Touch ID feature in it’s next or a soon upcoming model, screens display. This is likely to screen replacements difficult or less attractive if done through a third-party as device owners are likely to lose fingerprint recognition. If a Touch ID component is replaced in other Apple devices then fingerprint recognition no longer works. iPhone screen replacements are one of our leading services. You have fantastic customer reviews online, what’s your secret in providing customer satisfaction? Customer service is paramount in everything we do. We offer honest impartial advice. We update our customers and communicate with them however we can. Devices are personal and we rely on them more everyday. Understanding the importance these products have to our customers helps us deliver a better service. Our warranty period for repairs is 4 months that we are proud to honour where applicable. We only use the highest level of quality parts, genuine original when possible. Do you think customer satisfaction is overlooked by other repair businesses?

It seems the industry has developed an untrusting, negative experience. Faulty parts, lack of technical understanding and ignorance to how important and personal devices are to people have all contributed We’re keeping a close eye on how manu- towards this. There are some very good facturers are controlling repairs and third competitors out there but as with any party access. It’s likely that Apple will business, there are also some bad ones. Going forward, are there any trends in the repair sector you’re keeping an eye on?

16 ManageMy Monthly September/October 2017

What would you say is the biggest issue facing repairers like yourself today? Ability to source good quality, original replacement parts. The market is flooded with poor quality, refurbished or reused parts. Especially with Apple having strict control of its supply chain You have a strong social media presence. What advantages does a social platform have in helping you to engage with your customers and the local area? It’s a great way that we’re able to connect with people. Sometimes we find people post to social media to say that their device is broken, or they’ll be seeking and asking their friends for recommendations where to get something repaired. Our Facebook page is often then shared in reply to these

comments. Customers can then communicate with us via the page, find our address and contact details. We have worked hard to maintain a good review score which also gives a very important initial impression of our business. What goals do you have for your business in the mid to long term? We wanted to expand our business through a second store which we have achieved. We are now working towards business growth through the new store and hope to serve a wider community of local customers. Our stores are based just outside of local towns which works well for repairs, we’ve found people are happy to find us. Long term we would like to be a leading local retailer for accessories but to do this we would need to be in a location with more passing footfall. This is likely to be something we’ll focus on for our next move.

When it comes to getting access to parts for repairs how easy/ difficult is that to do? Is it an issue area for the business at times? We have a good relationship with lots of suppliers. Local and nationwide meaning we’re able to source the very good majority of parts. It can be difficult sometimes sourcing high quality/original parts with the price being seemingly important over quality for certain competitors. Quality for us is more important. It ensures repairs are carried out to the highest standard, which leads to repeat business, recommendations, less time wasted on working with faulty components.

For more info visit;: facebook.com/ldmcomms/ ldmcomms.co.uk/

Events in September/October - 2017 IoT Build and Deploy 04 September Rishworth School - Rishworth Introduction to Renewables 04 September Dudley College - Dudley Autumn Fair 03 - 06 September National Exhibition Centre - Birmingham Tower Hamlets Restart Party 09 September Professional Development Centre - London Hack Wimbledon90 09 September Wimbletech Zone 2 - London Bristol DOD 2017 10 September Station Approach - Bristol Securing Your Business In a Digital Age 11 September De Montford University - Leicester Computer Repair and Computer Networking 14 September ItsPro - Ilford Creative Technology Workshop 16 September Mickleover Library - Derby Leytonstone Restart Party 16 September St John Church - London

The Big Fix 23 September The Gallery - London Conversations About Tech 23 September The Lighthouse - Glasgow Westminster Restart Party 30 September Church Street - London Portable Appliance Testing 03 October Halfway Inn - Carmarthenshire 3D Technology Seminar with Canon 05 October Canon Open Experience - Uxbridge Connect with London’s Technology Scene 06 October Second Home - London Mesh Repair Cafe 07 October Mesh - Plymouth Introduction to Renewables - Heat Production 16 October Dudley College - Dudley Leytonstone Restart Party 21 October St John Church - London Technology Scotland Annual Dinner 2017 24 October The Principal Edinburgh - Edinburgh

September/October 2017 ManageMy Monthly 17

ManageMy Connecting Consumers to Repairers The ManageMy vision is to revolutionise the way we manage our home and mobile electronics. We want to make it effortless to register all your electronics, store warranty details, find repairers when things break or just click a button to find the cheapest place to buy a brand-new replacement. All of what we design and build is shaped by you, so we’re always keen to find out what sort of things you’d like to see us add. How could we improve the features we have? A booking engine when sorting a repair? Other things around the home you’d like to see managed in one place? Send us your thoughts, feedback and ideas to editorial@managemy.com and we’ll print the best ones each month. ............................. Jamie McCoy Chief Product Officer & Head of Marketing

.......................................................................... Interview by Kieran Simmonds

18 ManageMy Monthly September/October 2017

T e a m t h e M e e t

John Bellingham MD & Co-Founder

Alistair Fairley Commercial Director & Co-Founder

Gino Maccio Chief Financial Officer

Carl Maughan Chief Technology Officer

Dan Morris Business Analyst

Will Coltart Front Developer & UI/UX Designer

Chloe Grinter Office Manager

Glynnis Whannel Telesales Representative

Jennier Coyle Telesales Representative

Stephen Kennedy Non-Executive Director

Jamie McCoy Chief Product Officer & Head of Marketing

Kieran Simmonds Content Manager

Laura McQuillan Telesales Representative

Jordan McLeod

September/October 2017 ManageMy Monthlyâ&#x20AC;&#x201A;19â&#x20AC;&#x201A; Telesales Representative

ManageMy GE T IN T O U C H Whether you want to talk about the editorial, the repair network, consumer offer or anything else relating to ManageMy or your business - all you need is to reach out!

Contact us for the following enquiries. Feedback: editorial@managemy.com Editorial + Letters to: kieran.simmonds@managemy.com or ManageMy - FAO Kieran Simmonds Westpoint Building 1, Westpoint Business Park, Paisley, PA3 2RB

Alternatively, you can check out the forum repairers.managemy.com Here you can reach out to our editor or the repair netowrk. Ask our helpful moderators to point you in the right direction if you need help.