Running a successful roofing business goes well beyond high-quality roofing materials and excellent workmanship. In an industry where competition is fierce, and reputation is paramount, customer service is a major competitive differentiator.

Roofing companies that embrace smart customer service strategies can reap significant benefits – from lower marketing costs via referrals and word-of-mouth sources to increased sales through brand preference and trust.

It’s no secret that customers have high expectations from the companies they support, and roofing is no exception. For instance, 73% of customers say that experience is more important than price and product quality when deciding about a purchase. But the bar for that experience is high. McKinsey & Company found that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when they don’t find it.

In addition to frustration, customer dissatisfaction can breed other serious consequences, with 72% of customers switching brands following even one negative experience.

When it comes to creating a winning customer experience playbook for your roofing business, here are some key questions to answer.

How Can I Keep Customers Coming Back for More?

The roofing industry is crowded, with many contractors offering similar services. You need to do what is necessary to stand out and build long-term loyalty. In addition to open and honest communication and seamless service, you must show customers they matter. 

There are a variety of effective ways to help customers understand their value. At Marshall, we send new clients a welcome gift alongside a detailed information packet, helping them better understand what they can expect from their project moving forward. A handwritten thank you note is another must after securing a new contract. It’s incredible how impactful small gestures of appreciation can be when winning over customers and building affinity over time.

How Can I Drive the Referral Engine?

The first step to driving referrals is doing a good job and keeping your word. I’ve found that the rest is easy when you move with honesty and good intentions. You should feel empowered to ask for referrals if you've done a good job. And even as things become more automated and digitized, asking over the phone or in person adds a delightful touch and allows your team to learn if something didn’t go exactly right. All of this adds up to customer loyalty, and the more loyal your customer base, the more likely you will generate referrals and repeat business.

Conversely, poor customer service can lead to negative reviews that are difficult to recover from. In today’s digital age, online reviews, testimonials, and word-of-mouth referrals are powerful tools that potential customers rely on when choosing a roofing company. Companies that deliver exceptional service at every step of the customer journey are likelier to receive glowing reviews and enthusiastic referrals, attracting new clients.

As you think about your customer service strategy, anticipate the feelings and needs of both your customers and your employees so you can meet them where they are. Trust, reputation, and customer experience can shape how your customers view and interact with your business. At the same time, support, empowerment and authenticity can influence how your team delivers great customer service.

Providing exceptional service at every step of the customer journey can differentiate between a one-time project and a lifelong client, a positive review and a damaging complaint, and a struggling business and a thriving enterprise. 

How Can I Get Customers to Trust Me?

Roofing is a big investment for homeowners, and customers are often cautious about selecting a contractor. A poorly installed roof can lead to leaks, structural damage, and costly repairs, not to mention the stress and inconvenience it causes the homeowner. As such, homeowners will want to ensure they can trust that you have their best interests in mind.

Firstly, build a robust online presence with plenty of reviews and a clean website showcasing testimonials and photos of real projects to establish social proof. Even your referrals will double-check your reviews, so make sure to solicit them often and reply to every single one. If you receive a negative review, investigate the situation and call the customer to work things out when possible. Then respond publicly, but do so with grace.

Secondly, make it clear that you are knowledgeable, available, and focused on the customer – from start to finish. Trust is built through every interaction, from the initial inquiry to the final inspection. Provide training to all staff so they can always put their best, most informed foot forward. Be proactive, letting your customers know you are there for them every step of the way. Provide a reliable point of contact, such as a dedicated project manager who can handle all their issues and concerns. 

Thirdly, communicate clearly. Explain your process, discuss potential challenges, and provide regular updates to reassure the customer. When issues arise, handle them swiftly and transparently to turn a potentially negative situation into a positive experience.

Don’t wait for customers to come to you with problems; be clear about what they can expect and check in with them for feedback along the way. To start, ensure your contract contains all product and installation details.

Provide an outline of the next steps with the signed contract, with timelines. When the contract comes in-house, have a member of your customer care or production team reach out with a phone call to welcome the new client, verify details and clarify any points of confusion.

How Can I Best Serve my Customers?

One of the best ways to ensure your customer’s needs are met is by ensuring your employees feel supported and appreciated. In my experience, the happier your staff is, the happier your customers are.

Empowering autonomy, celebrating wins, and being engaged with your team all significantly affect employee satisfaction and retention. Still, I believe it mostly comes down to respect, care, and being fair to people.

My dad, who founded Marshall Building & Remodeling, taught me the importance of leading with kindness and gratitude (or what people today call “servant leadership”). If I’m visiting a job site, it’s not to stand around and observe. It’s to help out and support the team. It’s also important for staff to feel empowered to come up with solutions to client needs and know that the leadership team has their backs.