PEER PERSPECTIVES Deemer says the Local Roots app
allows for greater accountability, and they’ve had far fewer surprises with up- set customers. He notes that when peo- ple don’t know where to place their ire and frustrations, it can multiply by two or three. People now have a clear channel to voice any problems, preventing them from being even more upset. “Ultimately, the better you commu-
nicate, the better the quality of the landscape is going to be,” Hayes says. Deemer says the app has also helped them appear very professional. Their subcontractors also communicate within the app. “We will bring in subcontractors to run full-scope projects that we don’t have the bandwidth to run,” Deemer says. “From the client’s perspective, that’s just one giant Local Roots experience. It doesn’t feel segmented like it could if they weren’t in there.”
CHALLENGES OF TECHNOLOGY One of the main challenges to implementing technology within your company is internal and external resistance. Internally, you can have issues with
team members not adopting the tech- nology, making it harder to create the difference you want to see. Goldman says internal buy-in is necessary to en- sure the experience is consistent regard- less of who you talk to in the company. “Everyone is always resistant to
change,” Hayes says. “It takes a lot of hand-holding and internal selling, and we have to have executive leadership championing this technology and mak- ing certain that everyone knows how important it is and what it means to the client.”
On the client side, they can be reluc- KEYTAKEAWAYS
Implementing technol- ogy in your operations can help improve your communication with your customers.
If you can’t find a good technology solution, don’t be afraid to create something tailor-made for your specific organi- zation.
Internal and external buy-in is critical for the successful rollout of technology.
Consider the goals and problems of your company when seeking a technology-related solution.
tant to use it because they dislike change or technology specifically. What’s important is not
to force your customers who are tech-resistant to use the platforms you have. “We work to meet the client where they are and our goal is that they feel like they are our only client,” Goldman says. Another challenge is balancing your technolo- gy usage while retaining the human touch at the core of your business relationships. Goldman says video communication on the job site, Zoom design presentations, and virtual project submittals, expedite the connection between the company and the client. “We’ve learned that we can’t get so caught up in emailing and texting that we forget to just pick up the phone and have a conversation,” Goldman says. “At R&R Landscaping, our relationships with each other and our clients are at the forefront of our focus.” Hayes says their account managers
are still required to make face-to-face contact with every customer every week, so Syncscape is not negatively impacting their relationships with clients. “Since we’re rolling this out, it’s even
more important that we’re in front of them to make certain that they know how the technology works and how to utilize it,” Hayes says. “I think, at this point, it’s requiring us to spend more time face- to-face with our clients.” Deemer says it’s rare for them to have a whole conversation within their app. It’s more of a way to preserve informa- tion discussed and make sure everyone is on the same page. “We’re basically just trying to close all the doors behind us as we go,” Deemer says. “You said it, you acknowledged it, you’re saying you’re happy with this. If you get there and you don’t like it, that is now a change order rather than a ‘You didn’t listen to me.’”
ADVICE FOR OTHERS When it comes to adding technology to your customer interactions, Deemer notes there are lot exciting options available so
28 The Edge //July/August 2024
it’s important not to fall for shiny object syndrome. Consider if the technology in question is something that actually solves your problems or improves something in your organization. “Identify your problems first and let
that drive your search and your engage- ment with the technology rather than just being like, ‘We’re engaging with technology because we like it and think it’s cool,’” Deemer says. “When I say prob- lems, it doesn’t have to be this open sore in the company, like the terrible thing that’s happening. It could be, ‘Hey, this could be better, this could be improved.’” Hayes encourages landscapers to think through what they want to accom- plish and do their due diligence. “I would not select something just because they claim to be the industry leader,” Hayes says. “There’s some great technologies out there, in my opinion, that could be rolled out to enhance the customer experience.” Deemer adds that whatever technol-
ogy you add should be simple, integrat- ed and streamlined. It has to impact the customer experience positively. He stresses that whatever technology you implement should not inhibit the personal interaction and trust a person should feel towards your company. “Keep it simple and commit,” Goldman
says. “Don’t try to implement everything at one time. At the end of the day, your technology is only as good as your sys- tems. Focus on consistency and building trust with your customers.” TE
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