Set Your Customers Up for Success

Editor’s note: David Schaedel, digital marketing manager, Walker Pest Management, Greenville, S.C., shared the following article on how pest management professionals can create a positive customer experience.

In pest control, the technical work you do is only part of the job. The customer’s experience, from the moment they first reach out to the office to the final follow-up, shapes their perception of your service and your company. And in many cases, that perception determines whether they stay with you or go elsewhere.

Step 1: Listen and See Before You Act

Every great service call starts with listening. This isn’t just nodding along as the customer talks. It means hearing the customer's concerns and worries. While you may be on your third German roach job of the day, this is the only time they’ve dealt with them. Even if you think you know the solution, give the customer time to tell you their concerns! 

Take the time to:

• Ask open-ended questions
• Let them describe their observations in detail
• Examine the areas of concern yourself, even if they seem obvious
• Look for contributing factors they may not have noticed

This shows the customer that you take their concerns seriously and gives you the firsthand information you need to recommend the right solution.

Step 2: Explain the Process

Once you’ve identified the issue and decided on a treatment plan, don’t just jump right in. If the customer is around and interested, take a few moments to explain it in terms they can easily understand. This is where expectation setting begins.

Not all treatments work the same way, so tell them exactly what they can expect:

• Fast-acting products: Explain that they may see quick knockdown and reduced activity within hours, but some pests may still appear for a short time before they’re fully eliminated.
• Slow-acting products: Explain that these are designed for pests to take back to their colony, and that they may actually see more activity at first as pests discover and share the bait. Reinforce that this is intentional and necessary for long-term success. 

Give them a clear mental picture of what’s “normal” after the treatment so they don’t panic if they see activity.

Step 3: Prepare Them for Next Steps

Before you leave, walk them through:

• What they should expect to see over the coming days or weeks
• When to expect follow-up visits and what those visits will involve
• How to contact the office if they have questions or if activity doesn’t match what you discussed

Be specific! Vague timelines and generalities don’t build trust. If you say, “we’ll be back in 10 days,” then make sure you or your team are actually back in 10 days.

Step 4: Document Everything

Good customer service isn’t just verbal. It also needs to be recorded in your documentation. So that everyone has a copy of what happened and why.

Document:

• What the customer reported
• What you found during inspection
• What treatment you performed and why
• What product was used and how much
• What you told the customer to expect
• The agreed-upon next steps and follow-up schedule

Put this in your notes or service software so the office, the next technician and management all have the same information. This prevents miscommunication, ensures consistency and helps everyone keep their promises to the customer.

Step 5: Consistent Follow-Through

Nothing kills trust faster than overpromising and underdelivering. If you’ve told a customer they’ll get a follow-up call or visit in a week, make sure that happens!

This is where quality makes all the difference:

• Check in with the customer proactively
• Verify that what they’re seeing matches expectations
• Adjust the treatment plan if needed
• Continue educating them so they understand what’s happening and why

Bonus Step: Clear, Consistent, and Educational Messaging

From the office to the technician in the field, your communication needs to be:

• Clear – Avoid unnecessary jargon and use plain language
• Consistent – The office, techs and follow-up communication should all reinforce the same message
• Educational – Teach the customer about the process so they can see progress, not problems

Remember, you are their trusted expert. Customers feel most satisfied when they feel seen, heard and helped from the first phone call to the final resolution.

The Takeaway

Great pest control isn’t just about eliminating the pest. It is also about building trust and helping customers feel comfortable in their spaces. Listening carefully, explaining clearly, documenting thoroughly and following through consistently all contribute to a customer experience that keeps people coming back.

Set expectations early, communicate them often and make sure your actions always match your words. Do that, and you’ll not only solve pest problems, but you’ll also build loyal, lifelong customers.