In the construction industry, a shortage of workers can—and often does—make or break the flow of business. 

And because it’s a market driven by labor availability, it is subject to the whims of the economy more than a lot of other industries. It’s also the largest industry worldwide.

Many economists warn of a high chance of a recession in the coming years, and many different industries will need to pivot their business strategies if they hope to successfully ride out a potential economic downturn. 

This is especially true for the construction industry. During the Great Recession, construction was one of the hardest-hit industries. This is largely due to the fact that the demand for new housing was minimal. People could not afford to move, much less buy new builds. Also, businesses were shutting down left and right, making commercial building nearly non-existent. 

The industry was slower to recover than many others, but by 2012, things were back to the status quo. In recent years, construction spending has even increased.

A recent discussion with our customer, David Pfosi of Edge Construction, revealed something that often goes unnoticed in the construction space: how improving the customer experience can actually set a construction company apart from its peers. You can watch the entire interview with David and learn more about his business philosophy here. 

Challenges Impacting Customer Service in the Construction Industry (That Technology Can Solve)

While many construction professionals don’t spend most of their days in front of a computer, leveraging technology can make your job so much easier if you choose the right elements. Here are some ways you can lean on technology to help you better serve your customers. 

Process and Documentation Problems

Processes — and documentation of those processes — help your operation run more smoothly. When people are unclear about their roles or responsibilities, it delays projects and frustrates customers. 

Many programs simplify documenting processes. They serve as a single source of truth, a place where employees can find every bit of information they need to complete a specific task. You’ll need time to input the processes, but it will lead to greater efficiency down the road. Here are some common tools that can automate processes.

• Documenting Processes: formalize processes and document them to ensure everyone can follow along, even when they aren’t familiar with said processes. 
• Project Management: move projects through various stages of completion with company-wide visibility into where each project stands. 
• CRM (Customer Relationship Management): manage a database of customers and prospects to help with marketing and general organization.  

Poor Communication

Many who work in construction are used to communicating with one another and with customers over the phone. However, if you’re constantly on the move (which is the case for many construction workers), it can be hard for customers to pin you down. 

Make yourself as available as possible to answer questions, whether on the phone, by email, or via text message. You can also designate backup contacts in case you’re tied up and just can’t get to a customer’s question or concern, ensuring customers never feel ignored. 

Also, set expectations with customers in voicemail messages and on your website of what they can expect for response times.

Technology Aversion

Technology can’t solve every problem in business, but it can automate mundane tasks. If you feel like a robot could do parts of your job, you’re probably right. 

Introduction to new technology can be daunting, especially when it’s not something you use in your everyday work. Some people are nervous they will mess something up, or make a change that can’t be reversed. Others are distrustful of technology and how it feels “cold” compared to a human’s involvement. However, there are some ways to help your employees become comfortable with using the technology designed to make their jobs easier. 

Show Examples

Help your employees understand the ways in which a company could successfully use your chosen technology. If possible, bring them into sales calls (or have them watch a demo recording) so they can see its intended use cases. 

Explain the Value Proposition

How is this particular piece of technology going to make their jobs easier/better/faster? Tell them! Make sure they understand exactly why they’re going to have to change their day-to-day process, beyond the obvious benefit of cost saving. 

Train, Train, Train!

After you show them the technology, ensure they know how to use it. Technology can’t change the way you do business if no one actually engages with it. 

Poor Reviews

Whether it’s a shoddy remodel, a rude contractor, or slow project movement, every construction company has the potential to garner negative reviews on sites like Yelp or Google.  There are ways to combat the potential fallout from negative feedback. 

Be available

Many laypeople who aren’t familiar with what it takes to build a home or remodel a bathroom will likely have myriad questions. Make sure to take their calls and answer as many questions as you can, in universally understood terminology. 

Overcommunicate

Problems and delays will inevitably arise; they always do. When that happens, getting ahead of the issue can ease your customers’ concerns. For example, if there’s a delay in the supply chain and materials are not ready when they’re supposed to be, let your customer know as soon as you know, then propose a solution. If permits are held up in government red tape, tell the customer what’s going on. Even if the solution is just to wait, it helps to set expectations ahead of time. 

Lean on Technology

While implementing new technology is one of your challenges, it’s also one of your solutions. Inviting technology into your workplace can improve the experience you provide to your customers. For example, David implemented The Receptionist for iPad in his office to ensure customers didn’t have to wait and wonder when they would be served. 

Remember Your Manners

We say that in the most tongue-in-cheek way, but being kind and putting on your best “customer service face” goes a long way in dealing with upset clients. When presenting a problem, remember to have empathy for their situation and be patient as they work through their frustration.

Why it Matters

If we are indeed facing the possibility of a recession, every business will need to make changes that help it keep as much business as possible. These strategies can improve customers’ perceptions of your business.