Are You as Good as Disney?

by | Sep 26, 2018 | Business Strategy | 0 comments

Are You As Good As Disney?

For many, many years now, the best example of customer service has been the Disney franchise. Their commitment to providing a magical customer experience has been the benchmark for companies to achieve. Recently, I heard Doug Lipp, former trainer at Disney University, speak about how Disney tirelessly trains their employees to provide the level of customer service expected at their theme parks. When listening to Doug, I couldn’t help but realize these same principles apply to the tree care world. So here are Disney’s four keys to great customer service.

Safety – Disney’s top priority is safety. If their customers get injured or do not feel safe inside the park, no amount of magic will get customers to return. The same goes for their employees. They understand that without safe employees, the premises does not stand a chance at being safe for visitors. Isn’t this true with the tree care industry as well? If your employees do not have safety in the forefront of their mind at all times, preventable accidents will happen. Not only do you risk having your employees miss work because of being injured, you also lose out on profit from a job if property damage is done because an employee was careless. Safety should always be the top priority of a tree care company.

Courtesy – Every Disney employee is instructed to be courteous to everyone they meet no matter what. They feel that when their employees treat every interaction with another human being as the most important conversation of their day, the impact on the customer experience is immeasurable. Think about how your crew interacts with your customers. Are they given the freedom to engage with the customer to help them understand what you are doing? Does your crew foreman ensure that all crew members are taking care of the property that they are working on as best as they possibly can. Focusing on courtesy at the jobsite will go a long way in helping ensure that the customer has a great experience with your company.

Show – Because the Disney team performs the first two points really well, their third key to great customer service is what their customers remember, the show. To Disney, the show is when team members provide the unforgettable experience. This can only happen when the effort on safety and courtesy is successfully achieved. They have a mirror on the door of the dressing rooms that all characters look at before they walk into the park. This reminds the team member that as soon as they step out into the park it is show time. How do you put on a show for your customers? Do you have clean looking trucks and equipment being operated by team members all wearing your uniform? When working at a job site, your employees should act in a professional manner no matter if your customer is home. The show that your team puts on starts the minute they get to the job and doesn’t end until they are in the trucks driving away. Even then, your trucks act as a mobile billboard giving a show to other motorists as they drive. Watching true arboricultural professionals at work is a spectacle and one that can tremendously help your company gain more customers if you nail the show.

Efficiency – Disney’s believes that efficiency comes at the very end of their customer experience. They create a better customer experience by focusing on safety, courtesy and show which in turn creates efficiencies throughout their organization. This works so well, that the increase in efficiencies creates additional capacity within their theme parks. In other words, when they succeed at the first three points, they become more profitable as a result. Think about your company. If your team members work safer and do not have many accidents or injuries to deal with, you become more efficient. If your employees are polite to your customers, you as the owner will have less fires to put out. Lastly, if your customers are enjoying the show that you give them, they will talk about your company more, creating free marketing opportunities for your business. The efficiencies a tree service gains from following those key points can make the difference between a thriving organization and one that is struggling to make it.

There are many ways to provide a great customer experience, however, I strongly encourage you to try the Disney model within your company. The more customers that have a fantastic experience with your team, the more likely they are to share their story and recommend your company to others. Isn’t that what we all want? More business from satisfied customers? Take a look at these four principles and find a way to fit them into your culture

Written by: Eric Petersen

Reduce the Risk of Losing a Lawsuit by 1/3rd

by | Sep 18, 2018 | Risk Management | 0 comments

Reduce the Risk Of Losing a LAwsuit by 1/3rd

Written by Eric Petersen, CIC

While attending an advanced insurance seminar recently, I learned that of all of the lawsuits that end in a jury or judicial award, 35% of them come from auto accidents (Bureau of Justice Statistics). When analyzing the incidents from our insured tree services we see the same pattern, where vehicular accidents are the leading cause of all claims.

This probably is not that surprising to you. Tree care companies obviously drive large trucks and equipment all day, every day to get to their work done. A small fender bender in a large truck typically produces more damage and more severe injuries than the same accident with a private passenger vehicle. Unfortunately, a lot of companies do not focus on limiting this huge exposure because it is just seen as a fact of doing business.

Below are the three most common ways to reduce your risk of losing a lawsuit by one third.

Hire the Right Drivers – Do you have a process in place to hire the best drivers? Start by developing a guideline for driving records and review the potential employee’s record at the start of the hiring process. It is not a secret why drivers with bad driving records pay more for their personal insurance, they are more likely to have another incident in the future. Once the applicant passes your written guidelines for their record, have them take a driving test with one of your vehicles. Assess their physical ability to operate your equipment safely. This not only can eliminate the risk of hiring a bad driver, it can also give you a starting point for training the individual.

Maintain Your Fleet – Are your trucks operating as safely as possible? Clearly, a well maintained vehicle is less likely to have a failure and cause an accident. So, create a maintenance schedule for each vehicle based off of the manufacturer’s recommendation. Whether your mechanic is in house or owns a separate business across town, make sure you keep a written record of the maintenance done to each truck and trailer so that you can prove the steps you took to minimize an accident from mechanical or equipment failure.

DOT Compliance – Do you know what you are required to have in place from a Department of Transportation perspective? If you are operating out of compliance and a serious accident occurs, judges and juries will have an easier time awarding a large settlement. Look for a separate article specifically on DOT compliance in a few weeks.

If one of your team members is involved in a serious accident, the judge and jury will look at what types of measures your company took to prevent the accident in the first place. If you can prove all three of these points above, your company will have a much better chance at winning the lawsuit or minimizing the settlement. And speaking about the settlement, make sure you purchase adequate liability limits on your Business Auto policy that will allow you to remain in business if a terrible accident does occur.

For more help with your safety program and/or tree care company, contact ArboRisk to learn more about our Thrive Safety Package!

5 Simple and Powerful Safety Meeting Topics

by | Sep 12, 2018 | Safety | 0 comments

5 Simple and Powerful Safety Meeting Topics

Keeping your safety meetings interesting to your employees can sometimes be a challenge. Below are five simple yet very powerful meeting ideas that you can use to help continue to promote your culture of safety.

Watch Face Exercise – At the TCIA’s 2018 Winter Management Conference, Jim Spigener stated that 75% of all work related fatalities in the United States come from making a mistake while doing routine work. 75%!! To prove this point, he asked everyone to write down as many details about the face of your favorite watch. He said to include specifics like colors, what the numbers look like, what shape are the hands of the watch, etc. It was shocking to see how difficult it was to explain something as common as my favorite watch. This exercise will make the connection that we take routine items and tasks for granted which could lead to a serious accident.

Scenario Training – Gather your team in small groups and have the team write out three near miss scenarios from their personal experience. Then instruct the group to discuss the events and create solutions to avoid this near miss in the future. Have a team member from each group share their group’s near misses and solutions. This promotes open communication between team members and encourages everyone to continue to better themselves to be safe every day.

Old Rope Under Tension – Because many Arborists learn by watching something happen, this meeting topic shows the importance of always having a second line secured while making a cut. Take an old rope that is out of commission and put it under tension in a vertical setting like it would be when climbing a tree. Use a handsaw to lightly touch the rope until the rope fails. If you have enough rope, split your team up into groups to perform the same test. When the arborist realizes how little pressure is needed from the handsaw to compromise the rope, you should never again see someone not being tied in twice before making a cut.

What is Your Safety Story? – I wrote an entire post on this idea in a previous article (click here for it), however, it was such an easy, influential topic, I wanted to mention it again. Begin the safety meeting by asking everyone to write down a time when safety mattered to them. It could be from a serious accident that happened to them or one they witnessed. It could be from an event they heard about. Whatever it is, everyone has a story about the importance of safety that gets to their core. After everyone is done writing, explain why safety matters to you and what your safety story is. Then break the team up into small groups to discuss their individual safety stories. While this is similar to the Scenario Training exercise, this meeting idea should help employees dig deeper to find their motivator for safe behavior. When you focus on personal stories that revolve around safety, the message of working safe becomes a reality for your team.

Chainsaw Demo – Gather your team around a log in your yard. Tell everyone to watch very closely as the chain tears through the log easily. Ask them to take note of the sounds that it makes, the sight of the wood chips flying, perhaps the smell of the exhaust, chain oil and gas mixture. Get them to really be present in the moment of how powerful this machine is. Turn off the saw and pause, for dramatic effect. Quietly ask your team, what would they hear, see and smell if that saw was going through one of their limbs. A chainsaw is the most common tool that we use as Arborists and like our watch face, very often we take for granted what we use every day. When your team really thinks about the damage that a chainsaw can do and how quickly it can happen, there should be no reason that chaps are left in the truck.

There you go, five simple yet extremely powerful ideas to keep your safety meetings fresh and make safety personal to everyone on your team. By committing to safety excellence, we all can make sure that every arborist gets home safe each night.

Lastly, I want to credit Scott Jamieson of Bartlett Tree Experts for sharing the Scenario Training, Old Rope Under Tension and Safety Story meeting ideas at a TCIA Roundtable that ArboRisk hosted back in June of 2018. Thanks for your dedication to the industry Scott!

Written by: Eric Petersen

How Changing One Word Will Make Your Business Explode

by | Sep 4, 2018 | Business Strategy | 0 comments

How Changing One Word Will Make Your Business Explode

By Eric Petersen, CIC

A few years ago, I was attending the Wisconsin Arborist Association’s Annual Conference when I was awe struck during the keynote session. Jim Skiera, former International Society of Arboriculture’s Executive Director, was speaking on the state of the tree care industry.

He asked everyone in attendance to stand up. All three hundred of us, slowly got out of our seats and waited uncomfortably for him to ask us to do something. His direction was straightforward; if you removed more trees last year than you planted, please sit down. I looked around the room and was shocked to see only a handful of people remain standing.

He then asked the rhetorical question; if the vast majority of us in this room are removing more trees than we are planting, what does the future of our industry look like? He then challenged everyone in the room to change one word within their list of services. He said to eliminate the word “removal” and use “replacement” instead.

While the concept was very simple it had a huge impact on me. Imagine if you started doing tree replacements instead of just tree removals. First off, you would definitely stand out from the other tree services that your potential customer has talked to and you immediately open the door for future revenue. There are many other benefits to this customer experience approach, but three obvious ones that you would realize are:

Instantly boost your revenue from the tree plantings.
Become the valued professional who is looking to take care of their property long term, not just do a one-time job.
Create an easy future revenue stream by offering to prune the young tree and others on their property.

So just like Mr. Skiera did to the WAA crowd years ago, I challenge you to change merely one word within your operation and watch your business grow.

If you need assistance helping your business become extraordinary, reach out to an ArboRisk team member about our Thrive Risk Management Sales & Marketing Package! We can help you address any marketing concerns and take your business to new heights!

5 Ways to Better Your Social Media Marketing

by | Aug 27, 2018 | Marketing | 0 comments

5 Ways to Better Your Social Media Marketing

If you’ve ever found yourself staring at your computer screen, wondering what to post on your social media accounts, you are not alone. Digital marketing success remains elusive to most small business owners. The fact of the matter is, 46 percent of (small) business owners are unsure their marketing strategies work and 17 percent know they aren’t working at all (source). #WHAT. This does not need to be you. While I cannot tell you that there is one simple, fix-all option available for individuals struggling with digital marketing, I can give you 5 strategic ways to better your social media marketing and help your business thrive.

Strategy #1: Use Real Photos and Personal Stories

Do your followers know who you are? Have you given them a reason to connect personally with you? Spoiler Alert: majority of customers are not impressed by the type of equipment you use.Posting photos of your truck fleet will not gain you more business. But, you can certainly tweak those posts and use them to your advantage. Perhaps you are still using the very first truck that your father bought when he started your tree service. Posting a narrative about that, talking about the history of your company and what your father meant to this company, will give customers a reason to connect with you. It humanizes your business and gives them a trigger to remember you when they need your services.

Strategy #2: Shoot (More) Videos

Video, video, video. I cannot stress this enough: the future lies in videos. While videos can seem overwhelming, take it step by step. Start off small – use your phone and record a quick video introducing yourself, your company, and share three fun facts about who you are. As you become more comfortable conversing in front of the camera, up your techniques. Have someone else shoot you discussing a common misconception about tree care, like how trees with early leaf drop does not mean they are a lost cause and need to be removed. If you have the funds, invest in a video marketing company, and allow them the opportunity to come in and shoot your work day. By taking what would normally be multiple paragraphs of text and translating that into video form, you are allowing your customer a new avenue to engage and connect with you. Plus, the stats don’t lie: 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video (source). #VideoForTheWin

Strategy #3: Engage and Reward your Followers

I’m not sure about you, but my Instagram and Facebook feeds are scattered with individual and company accounts that receive tons of engagement. How are they succeeding at this? By giving their followers a reason to engage with them. Successful digital marketers know that the best way to increase engagement is to incentivize your following:

Create a contest for your follows (ex. Upload a photo of yourself with your favorite tree. The best photo receives a $25 credit towards your next service)
Host a giveaway (ex. The first 10 likes on this post receive a $10 Starbucks gift card)
Offer discounts (ex. Like this post and receive 5% off your next tree removal)
Elaborate or superfluous giveaways are unnecessary. Simple, easy offerings are the best way to create a buzz around your company and have your followers watching your page for your next giveaway.

Strategy #4: Collaborate with Others in Your Niche

We all have people we look up to in our businesses, the individuals or companies that set the bar high, keep us chasing growth, and that every customer seems to know. If you have not used these individuals to your advantage, it is time to start. Reach out to them and propose collaboration on a blog post, a video, or a quick photo on your page. Set-up a lunch and learn with your employees or clients and have this expert come in to teach on a specific topic, all while promoting this on your social media. Business is not always about competition – customers love to see individuals working together to bring them the best possible product. Meeting with others and collaborating with them will not only give you an opportunity to learn something, it will open up your business to a whole new set of followers.

Strategy #5: Use Online Tools to Find Top Content for Posts

Do you struggle to find relevant content that your followers not only appreciate, but also understand? #beenthere. Many individuals find it difficult to engage with certain companies on social media because they do not equate the relevance of the post to their individual lives. Try one of these content sourcing tools for mainstream articles, on topics that businessmen and stay-at-home moms can both understand.

Google News Alerts are a great way to keep yourself informed of headlines that are happening in your industry. Nuzzel connects with your Twitter feed and shows you the most shared content from users you follow. If you follow numerous accounts that are relevant in your industry, the content provided by Nuzzel is invaluable. Mix (formerly StumbleUpon) is a discovery engine that finds and recommends content to users. All you have to do is select a few interests, and hit the ‘Mix’ button and the platform will show you pages relevant to your interests. Finally, Reddit is the hot bed of the Internet, and it’s a great place to find content. Subreddits enable users to browse different topics, where users post and “upvote” the best content. Subscribe to subreddits that are the hottest in your industry so, when you log into Reddit, your front page will be full of content specific to you.

Pro Tip: Reddit can also be a great place to share your own unique content. If you’re active on the platform and get familiar with some of the subreddits, submitting links can be a great way to get more traffic to your website (source).

These five action items are just a few easy ways to up your social media marketing game and propel your business forward. Doing these things will not only set you apart from the competition, but it will open up your business to an entirely new client base.

Written by: Katie Petersen