 Hey good afternoon everybody Tom Stewart here with Liz Trotter. This is smart business moves. Hey y'all How you doing Liz? I am well Tom. I liked it. You called my Smile cheesy before we got on you want to know if I had me cheesy smile on that's so much better than the scary clown face Grew for all the time about Sometimes it takes it. I guess we try to smile when it goes on. I don't know. Is there any point really? We always we always try to smile. So we'll be sitting here That's a thing that's a thing. All right. Oh, hey, Denise. I Was just oh and Linda I was gonna say I was just talking to Linda. I know she's around hey Linda All right, you guys ready to Take this this conversation going hey Leslie good to see you I don't know if you guys can see not so much. I was painting rocks. I'm putting together a memorial garden and I have to paint all the rocks and Spray paint I don't know I'm thinking latex paint. I did wear little cotton gloves, but I was not careful I have so much paint everywhere. It's ridiculous. And it's not Wearing the gloves that you clean with yeah, I wasn't Hey Robin, I know I did wear one glove this hand is better because I had this glove. I was holding the rocks while I was spraying But yeah It's raining here and I do not I have limited time the memorials on Saturday I'm swamped tomorrow. I have a 12-hour day. So I have to get them painted today So I'm in these little tiny areas trying to hold up these Painting them putting them into cover. It's it's a whole thing You put newspaper on the ground and then you put the rocks on Couldn't I couldn't couldn't get them on the ground because the route the ground is stopping wet I put plastic on the ground and I couldn't cover them the rain was going it was a whole thing. It sounds tragic They're all painted. So it was not tragic. They're painted. We got we got 40 rocks for our little garden here All right, Robin's ready. Look at how smart Tom is you guys? He took a screenshot yesterday when we asked him to Being obedient That's good, I like it So we can actually hit the hit the hot high points again Do we need to do any kind of a recap you guys? So the people that are on here right now You five get to the side. We need to do any kind of a recap or do you think we can just go? I think Bobby I'm not sure We got way more than five, but five of them turned in the five the five that are chiming in on the ones I'm down. I don't know Bobby was here yesterday, but I know Leslie blended in eat Robin. We're here. So Are you guys good to go or we're working on average about the loss rate per home? Yeah, right. Yeah, and we're coming up with go ahead. We're talking about ways of not losing homes losing customers and we had some ideas Different things that people do good Robin doesn't need it. Everybody's good. Everybody's ready This is the first one. I've been able to make him forever. Don't forget them Texas Yeah, I know Poor people in Texas having a rough time over there My daughter's in Texas and she has a pretty big house and apparently she's got old people there because she has a power She's got electricity. Yeah Don't know why but so the wind the wind turban outside her windows spinning Apparently something's happening. She's got she lives in Flower Mound. That's where Debbie Baku lives and also Debbie Sardone's business bucket and both she lives there. Yeah Bobby she lives in Texas Kenneth go first time today, but good for anything. All right Uh, nice to meet you Kenneth and Good to see you again, Bobby. And yeah, I know I am sad for and the problem with Texas is it's even worse than where I live they're just not used to getting this weather and They're they're even their stores are closed, right? Everything's gone. They don't have power in the stores apparently some stores don't even have backup generators, so They just are closing down and freezing weather there. They have ice storms. I mean, it's not like Living in Wisconsin. Yeah, I could tell them like single digits, right? Yeah, I got bad enough that you know, it's taken out the freaking state And I'm talking about Dallas. I guess it got so cold that like in Houston. It was snowing and that's kind of weird. Yeah Well, and it was snowing Well, wasn't it snowing a lot of Texas was snowing, right? I mean, well, yeah, you cover it from from Dallas to Houston. You pretty much got a good chunk of the state Okay, so yesterday when we hit top of the hour we had questions So we did a screen capture and we said that we would just answer those questions today and here we are today and Susan wants to know what do you think about adding something in the QTS email that our staff Receive points towards some reward with four and five stars This is so you can get more responses from clients That's a that's an interesting idea Yeah, I I think that there's quite a few people that are like sending out postcards or Sending out emails. I like it in the QTS survey. I think that that is something I I'm not sure I've seen I'm not sure I've seen that at all. So I know it works for the other mediums Susan to Tell them tell the client you I guess I'm wondering would you would you say would you actually tell the customer that they get rewards? only if you give them four or five stars or Would you tell them that they you know get recognition regardless of what the review is? I mean I I definitely think you can't say four or five stars. You're gonna get skewed information Yeah, you're gonna it's like well, I really wasn't that happy, but I want them to get there You know points. Yeah, I'm gonna I'm gonna lie Yeah, I'm not lying. I'm just going to you know, I'm just gonna I'm just gonna tell the nice part I think a lot of the customers. Well, I know this I've had customers tell me this over the years that they don't want to say anything bad because they're afraid They're gonna get people in trouble and they also don't want to say anything bad I have a lady tell me this straight to my face. I'm not gonna tell you lose You have to stop asking you send the same women to my home every single week. If I see something I don't like I'm not happy. They're gonna shove my toothbrush in a toilet. I know that It's like I mean you like knock on her door saying how come you're not She said that when we called her I I personally called her I love to your face. That was in the phone. No, it's not my phone. Yeah I thought you liked it over knocked on her door. Hey, I'm sick and tired of you not giving me my quality scores No, but I did have another lady I was at her house looking at some damage and she did tell me Something very very similar and that was one-on-one to my face About not not going to say anything bad the lowest score. She's ever going to give us a three She said if I ever have to give a score lower than a three I'll just find in a new service and I'll tell you I Can't afford you anymore either that or you know, I'm gonna throw my toothbrush out after the team leaves Yeah, well, that's a different lady, but I know that people do think those types of things. So I Do think I like I like your idea of using QDS Susan, but you might be careful about Saying the four or five specifically because you might get skewed results I want you don't care about skewed results for a little while or it because you're trying to get some good Google reviews I mean, that's that's legit, too I would be lying if I didn't say that I have asked people to Give us reviews that I knew was do Google reviews that I knew was gonna give us five-star reviews Well, yeah, yeah bonuses. Yeah Bonus opportunities to get more realistic ratings. Yeah at Christmas. We ran a couple of years didn't we Tom run? run This this deal where at Christmas time. We told our clients listen Your You know, it's another way to be able to bonus out your Team members during the holidays is to give a review because they whether you knew it or not They get bonuses when when a review comes in and if you mention their name they get even more But we didn't Stipulate that it had to be a five-star review. It's like just give me the review I mean, you know, if it was a three-star two-star guys even a one-star we'd still We didn't want to but we didn't get bonuses for that Right, we didn't we didn't give bonuses for that. We just wanted the review and I mean We were careful. We didn't give reviews to somebody that called us up that was upset about something You know people were happy. We're like, hey, give us a review. Here's the deal I tell my employees our clients that our employees are eager to please want to know and that we encourage that in our culture That's why we send an email after every clean. Yeah, it's a good. I like that line. It's a good line for sure Yeah, definitely So didn't we have another question from Cindy I think or maybe was from Robin Somebody wanted this to post a scorecard Cindy did. Yeah, that was Cindy I don't know if she's on today, but I thought Tom, maybe you could just share We don't have QDS, but we do have scorecards in main central Which is so similar that you can get an idea of how the QDS scorecards work as well This is I set this up just to save us some some time This is all just just dummy data, but this is what a Clean technician would see a cleaning professional would would see if they were made central these are What I call site specific work instructions homes specific work instructions and a lot of the information is it filled out here in terms of Pet instructions waste, you know, I disposal instructions all kinds of instructions here. These are the rooms in the home It's a whole lot going on here, but I caught basic work order Yeah, so it's a detailed work order. I've already Checked into the home, so I'm gonna go ahead and the way this works is when I check out of the home So you're acting as an employee right? Yeah, I'm pretending I'm an employee. I'll back up a little bit What what customer are you cleaning for? I am cleaning for Jack Spenner So this is the top level and I am Mariah Karioski And I click on this particular job and I'm already Checked in I'm gonna go ahead and check out now Okay, and Mariah is gonna go ahead and check out and If this does what it's supposed to do it'll send a Scorecard here in a moment Yeah, and so it's sending the scorecard to who To the customer to the customer Jack Spenner Okay, all right. So how are you going to see the? the the Scorecard to Jack Spenner when you're not Jack Spenner. Did you put in the main central email? I? Think I did. Okay. Let me check normally This is been her Central software pink pink. Uh-oh. Oh, no, that's sorry Did you send one to real Jack Spenner? I thought I said it to I may have sent it to Rebecca She won't mind My code All right. So while Tom is pulling this up you guys what other things do y'all do? To prevent so right now. We're talking about prevention Prevent loss on actually or to save a loss So if somebody is talking about potentially leaving are there things that you do to get them to stay and I know there are quite a few different strategies that people take to keep their customers from leaving I've gone to some extraordinary Years I know in the past to keep a really good client. I can remember one lady Her name was Julia. She was a weekly customer. She paid us almost $190 a week and She had been a customer for like years. I don't know how many can't remember eight nine ten something like that and We we had a problem like three times in a row at her house and it's weekly So that's a lot. It might have been four four times in a row was it was a lot though It was just like every single time we were doing something wrong. Oh looks like you found it Tom Okay, I'll finish up real quick and with her I Like I did everything I sent her an email. I called her I sent her flowers. I email or I sent her a text I E-mailed her, you know offering basically the sun the moon and the stars We'll send it team of two the best people on the planet, you know, blah blah blah blah blah But it did work and we did end up keeping her thankfully But sometimes we've been known to do like crazy outlandish things to keep a good customer All right, Tom, what you got? Well, this is what Spinner would have gotten in his email And it's basically just asking for for feedback. It's a picture of The cleaner in here You typically get a better response if you create the perception that they're doing this as a favor for the person who cleaned their home and we give them five choices and But they're really not happy they're saying they're looking for another company and if they're thrilled they're thrilled and it's Got some information down here. No, this is customizable but the point is we're asking feedback and it's a way of Tracking how happy the customers are and you can go here and you can see that in the past This particular customer has given us feedback a couple times in the past, but they've been happy. It's been good work But it really they really haven't been thrilled. Well, let's pretend that Mariah has Really blown them away that time. So we give them an excellent and it gives an opportunity to Put in some additional feedback. I Love this about our scorecards that you can add the tip right there. I love that I could actually They could just add it to the credit card this time file. I'm a thousand bucks. Oh a thousand bucks Yeah, which I was more Mariah curiosity, but I guess hey, she doesn't need a thousand bucks And at this point Since they gave us a really good scorecard. It gives us the ability to copy what They they put it the comments then I could click on a button and like go to to Google and This isn't count as it set up, but it was set up, right? It would then take me to the my Google my business page and they could just just paste what was here and for review That is awesome, too If you guys aren't using that little feature where you give them their own words Back to them so that it's easy that they can just post their own thing. They don't have to write something again Ooh people love that Um the company that Cleans my daughter's house It's Debbie Debbie's company red mobs. I use this made central My daughter didn't know anything about, you know made central at all. She's like, oh mom I love this company that you hooked me up with they're amazing. I was like, hey, yeah, cool I'm glad why what's so amazing about that? She's like when you got to get this cool thing that they have After they're cleaning they sent me this scorecard and went and I love them I told them everything that I loved about them and then they kicked it back to me And I was like, oh, I wish I really hadn't given them all that because now they're gonna want me to give them a Google review She's like, but they sent me back my thing and all I have to do is click the review on my words Automatically my own thing went there. It was amazing. You got to get this mom Love I know all about it But it was kind of cute Julie, it's amazing So our our customers really do love this stuff, too Oh, that's a good one. I didn't eat so one of the ways that you'll save somebody Or just to keep them to make them loyal That's the more to make them loyal to right there are things that we can do to keep them from ever leaving so There's a long list of things that that that that you can do throughout the whole life cycle of A client and you know, it's a more fragile relationship at the beginning Then what it is if somebody's been with you for a while you want to get the feedback That's that's an important part This was something I Guess we were talking about I guess Lizzie you and I were talking about yes yesterday And I thought it would be interesting if we would just drop this into the deck and talk about it a little bit There's there's a couple of dimensions to You know one of the prospects that a new recurring client is going to be a recurring client for the long for a long time What is their you know lifetime value? One dimension is how good a job you do. I'm so in the vertical axis here. We're talking service quality You know, how how how good a job are you doing at? you know establishing, you know agreed upon expectations and Inconsistently meeting them and allowing them at the same time you got another dimension Which is the quiet I'll call it the client quality It's just basically the profiling of the client some clients are Have a much higher probability of being a long-term client than others Would you see we have you seen that Liz? Absolutely. I know everybody on this on this Facebook live has seen this too. There are some clients that are just Good clients for your company. You know that they're going to be happy. They love what you offer They have money. They want bi-weekly cleaning. They can afford bi-weekly cleaning They're happy with the service that you offer and they're just amazing clients That it's just a high quality client and then there are those other clients that maybe they really want cleaning But after they get their house clean, they're like, oh now that my house is so clean I can keep it up and they don't really feel like they need bi-weekly cleaning or It was really more money than they thought it was going to be when they started paying for it It was like it crimped their budget just a little too much or They were expecting service more like a maids service and it doesn't really matter what housekeeper they got in there They really wanted somebody that was going to stand at the foot of their bed and dress them Whatever So they're totally a different a different Thing that we're looking at there when we're talking about quality not not what we are doing for them But who are they and are they a good match for our company is the same thing as like when you're getting an employee, right? employee quality Not every employee is not every prospect is a good employee So there was a time when doing an in-home no obligation consultation was the norm and Some that's still being done to some extent in some areas. I know some people do it But it's it's more of an exception than it used to be And now I guess, you know, a lot of a lot of online booking and we do a lot of online booking a lot more of our jobs are just booked online through You know what we call maids service quote or you know, we're booking tool but even if we're booking online We try to have a telephone conversation with that new client before we do the first job and Part of that is just establishing expectations making sure that You know, we set up an agreement and you know, all of this is automated and they agree to it and click on it It comes back and it's all in the database, but nobody ever reads any of that So just to make sure that they really understand what they should be expecting when we show up and also find a little bit about them in terms of What experiences that they had in the past with professional cleaning companies? We want to know if you ever used a professional cleaning service before and You know, if they say well, no not really this is the first time because my mother-in-law is coming tomorrow then that doesn't You know create a lot of confidence that they're going to be with you for a long amount of time They might be done after that first cleaning after their mother-in-law these They say that yeah, we just moved into town and you know, we you know came from you know Some some some large expensive city and we had you know Every other week service with a national franchise for the last 10 years Then that's a that's a high quality candidate. That's a high quality client That high quality if you do your job right, you could you know have them for a long time Yeah, and and they're already Ready to sign up. They're just want you to Show them that you're the right company for them and then they're like, okay. I'm ready But they already know they want you there's no talking them into it at all Those are those are the easy ones. Those are my favorites. So You know, we love all our clients, but some more so than others and you know, if you're putting your schedule together and You know All of our, you know, all of our cleaners are great, right? But some maybe more so than others So if you're really trying to figure out, you know, who's going to you know, which new customers are going to be going with with Which cleaners or which teams you might want to take that new, you know, client who just moved into town who? had a national franchise provide Every other week service to them for the last ten years with, you know Create the best opportunity for them to get the best experience As you could because that's your higher, you know Quality and the way this works is the higher the quality in this dimension and the higher the service in this dimension The higher the client lifetime value is here. Are you pointing at something Tom? We can't see I'm just pointing on something. I can see it. I don't know The higher the higher or you know the further on this scale The higher the quality of the client and the higher on this scale the higher the quality of service that you're providing So you put those two together you're getting up here and it's really where you want to be because that's You know where you're where you're really making the most money over time. Yeah More money the longer they stay with you the more money you make off them. Yeah I'm just curious. Did you guys all go yesterday and figure out what the lifetime value is of your clients? Did anybody go figure out what the lifetime value was of their client? Remember was really easy number to figure out Tom. Can you show real quick how to figure it out because While we really love showing you guys all this so that you can sit and watch it We really want you to go back and do some of the work, right? Figure out how to Take advantage of of these these learnings alright, so Go ahead Tom. All right You plug in what your average revenue per job is you just build a spreadsheet and so just you need you need to know what the average revenue per job is and You need to know what the average number of jobs per month is for You know a recurring client So like in this example the average revenue for job per job is a hundred fifty dollars And this is talking about recurring recurring jobs And then the average jobs per month for a recurring client Would be in this example is two it doesn't mean that That everybody has cleaned twice a month, but It averages out to closer to twice a month Then closer than three or one or and your number could be anything to be two point five two point two figuring out that recurring Hey Does everybody know how to figure out what their average number of jobs per month per recurring home is? Or we talked about that I Think we did but I'm trying to remember how or where Did we does anybody remember us talking about the average monthly loss rate per recurring home? Where did we talk about this? Yeah, you take all the jobs that you do in a month you subtract from that Your one-time jobs and what's left over that number is all your recurring jobs And you divide that by your number of recurring clients bang Maybe the day before yesterday Maybe over there in column D. Tom recurring jobs divided by recurring clients Next next line. I'm gonna say homes go some clients have more than one home Gonna move that down It's where we want to be right recurring job. Oh average of sorry average jobs per month. Yes And we've talked about the average monthly loss rate how to how to calculate that I've been like me homes And this is at a month There are all of this stuff in a month, right? Okay, we use that formula for every individual client every year Tom's formula is the aggregate We did that too for trending etc. We like to look at each client also it helped us decide who to love more That's good David We did not on here. So I'm thinking Linda you did not Figure out your lifetime value, right? So here's your second opportunity right here Figure out yourself second opportunity Take a take a screenshot of this and you can Build a little tiny spreadsheet for yourself here And All right keep going Tom average months are occurring home In we're almost there because we'll calculate for you the average Months for recurring home. That's just one divided by this average monthly loss rate for recurring home So the bigger this number is Lower this number is So you want the you want this number obviously to be is But it's not going to be zero because people buy people move Like we said the post office will tell you that 2% Every month not all of them move out of your service delivery area though and that varies a lot from one part of the country to the other but If they ever tells you that they never lose a recurring customer then They're they're doing their math differently than the way that we do or the way that you should yeah It looks like Lily has figured hers out and her average months is 40 same as our example Hey, good to see you. Yeah, that's nice, right three three years and four months. That's decent I I would like having a customer for three years and three months. That's pretty good I get a good chunk of good chunk of money from that customer So from there you you just take the number of months times the number of Jobs in a month times the revenue per job That gives you the revenue, which is the top line number. That's an important number But a more important number is how much of that 12 000 dollars flows down to Cover your operating expenses and and eventually net profit and that's basically Whatever your loaded direct payroll to revenue is you subtract that number from one and multiply at times that number Gotcha, did the did times example make sense lily? She was wondering why It was 40 how you got to 40 So 40 was one divided by 2.5. It's one divided by the loss rate If I have a loss rate of say 10 percent It's one divided by point one which comes out to be 10 Have a loss rate of five percent one divided by point zero five is 20 Um, let's see maybe put and where it says one divided by loss rate tom maybe do In parentheses point zero five for this example because I could see people easily doing one divided by five There we go. So for this example, it would be point zero five for the five percent Now I'm going to go ahead and change just to point two, you know that I'm going to forget to change that I was going to mess everybody up. I'm going to do it right now I'll put it back. Okay And this number here is the revenue times really one minus Whatever this number is you just Multiply that times one minus your loaded direct payroll to revenue, which is a proxy for cogs Which means it's Almost the same thing is your cost of goods sold or Also known as your variable cost All right talked about that in a while No, it's been at least a week since we talked about that and maybe two weeks David's saying that they also looked at high lifetime value and investigated if there was a correlation to the cleaners Who were caring for the home? Absolutely. That that is super valuable a separate story for right now, but absolutely, I mean We talk about lifetime value of the client. There's also lifetime value of an employee, right? Which is super valuable too just for right now. This is the number that we're we're working with All right, what's next I want to talk about quality just for a little bit. Okay You know, I I see this happening even with my own business from from from time to time And we talk about this ad nauseam. It's like why are that customer leave? Well, they left because of bad quality Right, you hear that I don't think a lot of people usually say but bad quality my experience is most people say they can't afford the service Not bad quality can't afford the service or bad cleaning Same thing. Yeah No, but a lot of times a lot of times You know, we we've done You know, Tom that we've done these calls and we've called on other companies so I've been in a couple of groups now where we've done round robbing calling and so I will call the X clients of another company To find out why they really left independent survey And people will give us completely different information. It's anonymous to the business owner, but and they tell us almost to a one that the people that couldn't afford it was Almost always came down to value It was so rare that it wasn't value Meaning the the level of service that they were getting for the amount of money that they were paying that it was It was so negligible. It was always It was always quality a misalignment of expectations Mm-hmm. Yep. Um, but in their mind quality again Because they were expecting this to be done and they didn't do it. So it was a quality issue And that was a never that's a good one to Linda going in a different direction It was never established up front though that you know, this is what you should expect and No argument, you know Cleaning is a hard thing to define And too often when you're booking a new client when we're booking a new client The discussion goes along something along the lines of do you clean homes? Yeah, we clean homes. It's like well, great I want you to clean my home. Well, thanks. We'll be there tomorrow And there's a whole lot of different definitions for what cleaning home is and it's kind of like do you guys sell fruit? Yeah, we sell fruit And we show up with a bunch of apples and they were expecting oranges Yeah, absolutely So I would even argue that there is no such thing as really quality because the quality is In the customer's expectation. That's where the quality lies. So there is no real Like definition of just quality Uh Because it's different for each person for each customer all of this is out of a book Called serve qual We've started we've shared this before Avonlea. I'm sure we have Yep, we have There's a That's where there's a book Right there on your right. You can see the graph for it too There it is right there in the middle, huh to change the cover. Yeah an old book Um This is the 2020 edition My editions are older than that. Yeah This is what mine looks like 2009 So why the other one y'all by the new updated one? If you want, yeah, maybe a little bit more uh relevant today. It's uh It's still the same basic stuff, Tom. It's can the kindle version is 58 bucks It's a pricey little one. You need to get a paper back Ah whereas You get spiral bound for almost eight hundred bucks Anyway No, Tom. We're not getting that Come on Liz. I want it Okay Three things to think about service quality one is service quality is more difficult for customers to evaluate than what they call goods quantity Quality rather and goods are tangible things that you can hold you know The toaster you can pick it up and you can feel how heavy it is and how you know Well, it toast bread and the design and so forth You can make a lot of judgments about something that's tangible whereas service is a lot more abstract Another common theme When you're talking about service quality is customers do not evaluate service quality solely on the outcome of the service And this is really really important more times than not unhappy customers are unhappy about A lot more in things than just how well you got the ring out of their bathtub Yep Anybody that's run a cleaning company knows that you get complaints about Everything under the sun and a lot of times you don't hear about some of the other things Until the customer is angry because the thing that triggers them initially is maybe something that's not in their home Right, that's the that that might be the thing that they know how to complain about Because they know how to talk about that. It's really hard to complain about things like They just move things around They don't put things back where they belong. It sounds petty It's hard to complain about but it's quality and the customer's mind it might not be in the company's mind or They don't pick up my stuff, you know every time I come home. It doesn't even look like they clean in here Well, because we're not a pickup service, maybe I know a lot of companies don't do pickup service So We cleaned around all of your stuff. Yeah, your house still looks dirty because you left all your stuff laying around But that wasn't my job. That was your job So different expectation again between the customer and company My house doesn't smell clean. Yeah, that's a great one Especially now And then you got all the scheduling stuff the time that you show up the amount of time that you're in the home You know, even even even how they pay for the service, you know Who shows up to the home a different person coming they haven't even seen the person clean yet and they're already not happy Yeah, they don't like they don't like that person. Uh, maybe they don't like men in the home Maybe they don't like, you know, there's so many things that can impact what they would call quality the quality of the service Um, did you close the blinds the wrong way? Did you lay them down instead of lay them up when you left? Did you leave a light on that you should have left off? You know, there's just so many different things Favorite no, no, I didn't I did not And a lot of those are within the control of your your your cleaning professionals, right? You know, not all the way the thermostat got, you know, adjusted things like that and all of that kind of goes back on the on the cleaning professional now Did you tell them what to do we got a model here? We're going to jump in this in a minute, but there's a lot of things that even be completely be on their control Your cleaning professionals don't have any control over how many homes you had them clean before you got there and What, you know, and bounds of reasonability what time they're going to show up? Um Like I said terms and how people pay, you know, they want to play with a credit card or they want to pay with a check or You know, you get their bill wrong and you think they you know, you send them an extra invoice because I mean all those types of things happen um and there are things that Look like they are directly related to the cleaning professional, but they're actually not maybe it's a function of how they were trained Maybe the customer doesn't like that they dry They dry clean things Instead of using water and rinsing because that's how they clean is with water and rinsing Or they don't like the type of mop That the cleaning professional is using they don't think it cleans well So they complain that you know, she didn't do a good job mopping the floor, but that's the system It's not really within the cleaning professionals control either. They have to mop with what you get them to mop with Yeah, they can mop harder longer faster But still if the customer doesn't like your mop regardless It's a losing dial for them we're cleaning professional reminds the client of The girl her husband left her for that's a real thing That's right Or you just have your people that work for you are just too cute and it's um Upsetting she doesn't like her husband being home. Well, I had this happen to me Uh, she was newlywed and she either wanted us to send all men to the home or she was going to find another service We did send all men Which was easy. We were happy to send men, but It was awkward Yeah, or What about I'm sure some of you guys have dealt with this We have been cleaning a home and the husband comes home And nobody ever told the husband that the wife was paying for cleaning and we're in trouble now. We're yelled at we're the bad guys What did we do? We didn't do anything Your wife hired us. She's the one that's been paying us talk to her So there are a lot of things that don't have anything to do with the quality of the work And as far as quality is concerned the third point here is the only criteria that count in evaluating cleaning service quality Um are defined by customers only customers judge quality all other judgments are really irrelevant Yeah, and going back to your little very simple l graph tom That's how you define your client quality are when you are In agreement about what quality is when the customer agrees with you about what quality is From your standpoint the quality that you provide and they are on board with yes that and that's what I want Then you have quality then you have quality service so and I would argue that mcdonald's per Um provides a quality of quality burger because when I I want that exact McDonald's burger. I get the exact McDonald's burger never tastes different It's no matter what which mcdonald's I go to. Uh, it's always got the same number of pickles. It's got it tastes the same so That's it It's it's consistent now And so they say what they do and they do what they say and the eyes of some consumers They might say why does it meet my expectation of of what i'm looking for but there's Billions and billions of them served, right? Yeah, absolutely You know You just got to have the mcdonald's customer And I don't go to mcdonald's every day. I only want a mcdonald's customer when I want I mean a mcdonald's hamburger when I make want a mcdonald's hamburger And on the other days I might not think mcdonald's is so great But I do on the days I want it So we got about 10 more minutes and we got two more slides that we're going to get through and we're going to wrap this up this way There's five dimensions of quality So when you're really trying to figure out how you want to provide that quality service to you know, extend that You know lifetime value of a customer as long as you can as a home as long as you can and to Minimize the loss rate per month You want to be looking at first at the tangibles and that's just physical appearance everything from your equipment to your uniforms to um You know the literature in your website, right all of that just makes an impression and these are tangible things that your clients can say All right, so I'm going to just point out something to you guys If you want to recreate this which I highly recommend super super helpful We switched it around to rater r a t e r it was easier to remember reliability assurance tangibles responsiveness um empathy. Oh, I did wrong It was Thank reliability assurance tangibles empathy and responsiveness So putting the e the r's um alphabetically helped me too But having it in a way you can remember it you can ask your people about it You can ask them. Um, give me a rater's score So you can talk about this in a much larger way where all of your people understand These are the dimensions of service quality and it's a much bigger story It can it can help you with the matter meaning and measure that we're always talking about This can really help with the meaning part of the job. It gives people that feeling of of meaning They're doing something meaningful in their work. I had to interrupt town. Go ahead. No, that's cool But you see where we're going with this So you don't want to be talking in terms of well, they weren't happy with the service or You know, they couldn't even if they couldn't afford the service you need to have more of a discussion You know, well, you know What could have been better because if it was good enough if it was better than what it was if it's perceived to been of higher quality and more value In a lot of cases they would have made a different decision and would have saved somebody somewhere else And well in in a number of cases It's just easier to say that they're making some some some budget adjustments because they don't want to have this discussion right And this is a hard discussion to have And a lot of times it is more than just one area It is one of these other ones. You're going to go through these real quick with them, Tom Reliability ability to perform the promise service dependably and accurately. I guess that's kind of the whole mcdonalds thing, right? They're reliable You can argue what a what a good hamburger is but you know what you're getting And in our field that means you show up on the day that you say you're going to show up You're always there on that day. It's not constantly bumping them off the schedule moving them around And that they can count on what you're going to do that you do what you say you're going to do And they're used to getting the same stuff over and over again In responsiveness is willing to help customers and provide prompt service it's kind of like somebody's answering your phone and You you you basically are acting like you care, right? Yeah And another aspect of this is when they're in your in the home And if the customer asks them something while they're in the home, hey, can you do this? This responsiveness is going to matter Your people in the home need to know how to be able to respond In a way where the customer feels that they're being responsive Because if they're just like well, we can't do that today. We don't have time This is our you know, we don't have enough time to get to that or whatever It's not it's not going to bode well for your company Assurance knowledge and courtesy of employees and their ability to convey trust and confidence You know, that's the everything that we talked about in terms of of training. That's a that's a huge part of that and just being courteous and and Making making your your clients feel feel comfortable and safe And we know this right this We part of us doesn't like this, but we all recognize that we have to do this part of us Has to judge somewhat the appearance of our employees if somebody has a look that is not Commensurate with what we're trying to provide We're not going to be able to hire them because we need to be able to convey trust and confidence for sure Um, for example, I had a guy that applied For our company and Neck tattoos are a little bit rough for some people to handle but two teardrops down on his cheek That was an out for us because too many people I don't even know what those two teardrops meant for him But in my area too many people think that means he killed two people So i'm sorry. I can't hire you too many people are going to think you're a threat I never see Empathy is the final one being able to feel what your your your clients are feeling and let them Know that, you know You you you feel their pain And this I think disc plays a lot into this um, so when you are dealing with a customer that's upset in some way something has happened Oh, we got a whole another slide here So you guys know what empathy is. I'll let I'll let us get to our next slide here But I'd like to use disc in this area Well, we can talk about this because really this is this is pretty much the the end of it I had another slide there so I like to think about disc because when people are Upset and bothered by something they respond in different ways and they need different things from you And it's easy to fall into a pattern of responding according to who we are And how we like to respond to people Versus what they need and giving people what they need based on who they are For example the customer that um is a very high g When he's gets angry and he gets over the edge angry He might start with a loud voice or start really sounding angry um When he's upset when his level of upset might not be any more than the person that is just Stating it bluntly what they're upset about just saying yes Was upset because they left the door wide open And um, I'd like it if you talk to them and not have them do that again, right? So um Still understanding that all of the different behavioral styles need a different response Because they need an empathetic response a response that goes to how they're feeling not to how we want to respond That was a long winded way of saying that sorry y'all So we are pretty much Don I believe with the um, we're still saying attrition right there But we're gonna change that to loss, right? Too down too down To kpi's down y'all. What are we working on next week? Tom? Do we know yet? Yeah We have to come back monday to find out how to come back monday unless you want to throw your vote out right now If you have a particular kpi that you would like to see us work on next week We'll throw it into the chat. You've got one minute To throw it in there We're out of here in one minute. Um, what does david say down here? Rory Sutherland at ogle v calls the mcgee's choice minimizing risk variants Oh, that's that's good What why the sad face david? Is that a sad face? It looks like a sad face A pokey face Pokey face. What's pokey face? I don't know what that is. Yeah Yeah You know Yeah, there's little risk of variants Yeah Unless I hear that you overseas I hear that the burgers taste different in different countries But they always taste the same within each individual country But I heard japanese mcdonalds burgers do not taste like american mcdonalds burgers. What is it? They have I guess there was a piece in movie pulp fiction where they talk about in france It's not even a quarter pounder because they use the metric system What's it called? I I forget Oh, that's funny. It has a totally different name. That makes sense. There's lots or something like that. Okay. Yeah in french Oh, what's in a sad face with a thinking face? Hmm thinking. Okay. Gotcha. So the finger was up like at the brain. I got ya And I'm thinking it's the top of the hour All right. You're good Tom. So All right, you guys didn't throw out a kpi. So tom will decide what we're going to talk about next We'll be here monday and we'll click off another one You guys uh, have an awesome rest of your week great and save weekend and we'll see you here monday five o'clock eastern Bye. Bye. He's good. Bye. Bye