If you run an HVAC business, it is easy to get caught up in the technical aspects of your service.
Diagnosing issues, figuring out if you have parts to fix the unit, and weighing up whether the system is even worth repairing.
You think about how to fix the broken HVAC system and what is needed to solve it fast and keep it running.
The problem with this kind of thinking is that it totally ignores the mindset of your potential HVAC customer.
Ignoring the mindset and feelings of new or existing customers means that while your HVAC company solves problems, it has poor customer service and low customer retention.
Exceptional customer service is not as difficult as it seems. It comes down to understanding all customer concerns and how you can solve them.
If you speak directly to your HVAC customers’ pain points, they will trust you and buy from you.
The most successful HVAC professionals focus more on customer satisfaction than on the HVAC issue they are fixing. To do this, you must understand the common pain points of your HVAC customers and how to overcome them.
7 Common HVAC Customer Pain Points
The pain points of an HVAC customer are the direct consequence of these core needs not being adequately addressed. These frustrations are what motivate them to seek out a new service provider or solution. Even if you have excellent HVAC digital marketing, a great team of technicians, and all the right tools, you must first focus on taking care of your customers.
The most significant HVAC customer pain points include:
1) HVAC System Malfunction and Uncomfortable Home
This is the most obvious, immediate, and acute pain point that any HVAC customer can have. Of course, from the customer’s point of view, it seems like the problem randomly occurred and is outside their realm of understanding.
Most times, when you get a request for an HVAC service call, you are going to hear customers say something like:
“I need someone to take a look at my AC system; it’s not working.”
That sentence is about the extent of most HVAC customers’ understanding.
No matter whether it’s a complete HVAC system breakdown, an AC unit blowing warm air in the summer, or a furnace failing in the winter, a breakdown is a major source of stress.
Strange noises, unpleasant odors, and poor airflow also fall into this category. They notice the issues but are unsure what is causing the problems.
2) Unclear or Unexpected HVAC Costs
One of the biggest pain points for most consumers is that HVAC services are not priced clearly or openly. Most HVAC websites do not openly display the costs for an AC repair or an AC installation. This is because
A lack of transparency in pricing for any HVAC service will leave your customers feeling vulnerable to being overcharged or sold unnecessary services.
For most homeowners, the fear of a large, unforeseen HVAC repair bill is a major anxiety. Especially during the summer months, when people want to run their AC system all day, the idea of paying to fix or replace it is not exciting.
Another way that an HVAC customer can become concerned about costs is through sudden spikes in energy bills due to an inefficient system. Of course, this additional cost can often be controlled by regular HVAC maintenance.
3) Slow or Unreliable HVAC Service
Waiting for an HVAC technician to arrive, especially during extreme weather conditions, is a major frustration. As summer heats up, so does demand for every HVAC business, and it can be hard to get a booking even if someone is a loyal customer.
One of the biggest creators of HVAC customer retention is the ability to get people booked for same-day or next-day service.
While this can be difficult, trying to take care of as many existing customer maintenance and repair jobs before peak season allows you to be free to take care of new customers during the summer months.
Another key point: whenever possible, try to reduce the time appointment windows so people can plan around your visit. Although missed appointments can happen, the earlier you can notify a customer that you need to reschedule, the better.
4) Lack of Trust and Transparency
While you might not realize it as an HVAC business owner, many customers often feel at a disadvantage due to their limited technical knowledge. They have no idea why their system is not running, and are unsure how it can be fixed.
Similar to calling other services like a car mechanic, plumber, and electrician, a potential customer hopes to solve the issue quickly and cheaply.
However, if it is unclear what work is being done or how much it will cost, this can erode trust.
A lack of transparency about the HVAC repair or service process can quickly erode customer loyalty. Without explaining what you are doing and why, a customer may become suspicious of being upsold on expensive, unnecessary repairs or replacements.
5) Recurring HVAC System Problems
One of the most aggravating experiences for a customer is when a problem they have already paid to fix reappears. Of course, this is not your fault as the business owner, but often the customer may not be prepared for it.
Repeated breakdowns lead to additional costs and inconvenience, but cqn also severely damage the confidence in the HVAC technician and your company’s competence.
For this problem to be solved, you need to set clear customer expectations. You must be transparent and clear about how long the HVAC system has left in it’s lifespan.
Even if the unit will only get them through another summer, it is worth being upfront about it from the start of any HAVC repair job.
6) Poor Indoor Air Quality Concerns
An increasing number of customers are concerned about the impact of their HVAC system on their health. Allergies, asthma, irritation from air pollution, and many other medical conditions can be exacerbated by an old or poorly maintained HVAC system.
Issues like dust, allergens, mold, and dry or humid air are significant pain points that HVAC customers expect their HVAC provider to address.
To allay customer concerns, you can provide an indoor air quality test or show photos of vents or dirty air filters. Taking this extra step can show your potential customer what may be causing air quality problems for them.
7) Unethical HVAC Sales Tactics
Nobody likes the feeling of being sold to or coerced into buying something they don’t want or need.
Unfortunately, a reality of the HVAC industry is that many customers have no idea what is wrong with their system and rely on the integrity of the HVAC technician who is helping them.
If a new customer feels like they are being duped or tricked into an expensive HVAC repair or being sold an unneeded new AC system, then your customer relationships will sour.
For this reason, you must ensure you have a very clear HVAC sales process that helps your customers to feel informed and in control at every step of the process.
Whenever possible, offer options for both HVAC repairs and HVAC replacement, even if the customer does not choose the optimum option, you can feel confident you have acted with integrity.
Having a clear pricing plan in place also helps, and tiered pricing lists can help customers to make the best decision based on their budget.
And as always, act with integrity whenever dealing with a customer. A highly trusted reputation will attract more referrals and grow your business over the long-term.
What HVAC Customer Needs Can You Fill?
If you aim to offer stellar HVAC customer service, then you must focus on the core needs of each customer. Remember that every single new customer is an individual and needs to be treated as one, rather than as just another HVAC problem to solve.
When you are clear on the HVAC pain points, you can then start to consider which needs you can fulfill. Being able to solve problems and fulfill needs is a cornerstone of creating a satisfied customer for your HVAC business.
At its most fundamental level, an HVAC customer’s primary need is comfort and reliability.
Potential customers expect their heating, ventilation, and air conditioning systems to function flawlessly and help keep a comfortable temperature and healthy indoor air quality, regardless of the weather outside.
Beyond this foundational need, several other critical requirements shape the HVAC customer’s experience:
- Timeliness and Responsiveness: When an HVAC system fails, particularly during extreme heat or cold, the situation can quickly become an emergency. Customers have a critical need for a swift response and prompt service to restore comfort and safety.
- Expertise and Trust: Customers are not HVAC experts and therefore place a high value on the knowledge and competence of HVAC technicians. They need to trust that the diagnosis of the problem is accurate and that the proposed solution is the most effective and necessary one. This trust extends to fair and transparent pricing.
- Cost-Effectiveness: The financial aspect of HVAC services is a significant consideration. This includes not only the upfront cost of repairs or a new system but also the long-term operational costs reflected in their utility bills. Energy efficiency is a key factor in this equation.
- Clear Communication and Professionalism: From the initial phone call to the completion of the job, customers need clear, understandable communication. Customers want to be informed about the problem, the proposed solution, the timeline, and the costs involved. Professional and respectful behavior from technicians is also a core expectation.
- System Longevity and Proactive Maintenance: Customers want their significant investment in an HVAC system to last. They are increasingly aware of the value of regular maintenance to prevent catastrophic failures, extend the life of their equipment, and maintain optimal performance.
By taking the time to consider your customers point of view, their pain points and frustrations, you can start to stand out even in an area that is crowded with competition.
Every HVAC contractor goes into business to fix technical problems, but it is the customer relationships that you create that make you a big success.
Focus first on your customer concerns and deliver excellent customer service, and your HVAC business will grow and flourish for many years to come.
Need help growing your HVAC customer base?