This is a guest blog by Trainual certified consultant Lyndon Smith of Expansive Edge.

Trades businesses play a pivotal role in our economy, contributing significantly to the construction, maintenance, and functionality of crucial infrastructure, including residential, commercial, and industrial development. Among the diverse array of trades, you'll find professionals like builders, electricians, plumbers, HVAC specialists, carpenters, painters, and roofers to name a few.

In the ever-evolving landscape of the trades industry, maintaining competitiveness while delivering exceptional customer experiences stands as a paramount challenge. Achieving this requires a fresh perspective on how we document and manage the customer journey. In this article, we will explore the transformational potential of reimagining customer lifecycle documentation, paving the way for exceptional experiences in the trades industry.

Introduction: The Imperative for Transformation

The trades industry has seen significant changes, largely driven by technology. Customers now expect seamless and efficient experiences, from their first interaction with a trades business to project completion. To meet these expectations, it's essential for trade companies to rethink how they document and manage the entire customer lifecycle.

Why Documenting the Customer Lifecycle Matters

The customer lifecycle provides a roadmap that elevates the customer experience through consistent and enhanced interactions, promoting transparent communication. This, in turn, streamlines project management and upholds quality standards.

Such an approach facilitates data-driven decision-making, bolsters customer loyalty, and establishes a competitive advantage. Furthermore, it provides legal safeguards, fosters scalability, and stands as a fundamental pillar underpinning success in every client engagement.

The Trades Customer Lifecycle (TCLC)

Inspired by the PMI Systems Development Lifecycle (SDLC), the TCLC outlines the customer journey in five phases. Each phase comprises the high-level activity, processes, and sub-processes, providing a roadmap for understanding and optimizing the customer flow. This graphical representation delineates the flow of the customer journey, from initiation to fulfillment and beyond.

Here’s an overview of the five phases, accompanied by examples of the processes within each phase. Keep in mind that each of these processes may consist of several sub-processes to achieve the intended result. For the scope of this article, we will focus on the broader aspects at the higher level.

The Roadmap to Enhanced Customer Experience

Phase 1: Initiation – Welcoming the Client

In project management terms, initiation marks the beginning of a project. In the trades, it's about welcoming the customer and understanding their unique needs. This phase includes:

1. Initial Contact and Lead Generation: The customer's journey starts with their first interaction with your business. This sets the tone for the relationship.
2. Gathering Customer Requirements: Understanding the customer's needs and expectations is crucial.
3. Assigning a Dedicated Point of Contact: Providing a dedicated contact person establishes clear communication channels.
4. Scope Definition: Defining the scope of work ensures alignment with the customer.
5. Unique Selling Proposition (USP) Highlight: Showcase your business’s USP to stand out from competitors.

Modernizing this phase involves creating a tailored roadmap that aligns with your business's structure, services, USP, and predefined processes while keeping the customer at the center.

Phase 2: Preconstruction – Planning for Success

Preconstruction is comparable to project planning in traditional project management. In this phase, trades businesses:

1. Develop a Comprehensive Project Plan: Outline objectives, scope, timeline, and resource allocation.
2. Milestone-Driven Timeline: Set clear milestones to track progress and communicate project timelines.
3. Resource Optimization: Efficiently allocate labor, materials, and equipment to minimize delays.
4. Design and Value Engineering: Optimize project costs without compromising quality through design and value engineering.
5. Transparent Documentation: Document all project-related information transparently for easy reference and collaboration.

Modernization of this phase involves using digital tools to create interactive project plans, enhancing accessibility for all stakeholders, and paving the way for a successful project.

Phase 3: Construction – Building Excellence

The construction phase is where the actual work happens. In the trades, this phase includes:

1. Efficient Execution: Execute the project plan with skilled labor, high-quality materials, and safety compliance.
2. Real-time Progress Updates: Maintain ongoing communication with customers by providing regular progress updates.
3. Contingency Planning: Prepare for unforeseen challenges with contingency plans to minimize disruptions.
4. Quality Assurance: Implement stringent quality checks to ensure adherence to standards.
5. Technology Integration: Use real-time project management software for streamlined operations.

Real-time project management software is essential for tracking progress, optimizing resource allocation, and ensuring effective communication with both your team and the customer.

Phase 4: Closing – Delivering Satisfaction

The closing phase involves delivering the finished product while ensuring customer satisfaction. It includes:

1. Quality Inspection: Conduct thorough inspections to ensure the project meets quality standards.
2. Document Handover: Provide customers with all necessary documentation, including warranties and manuals.
3. Gathering Feedback: Establish a structured feedback process to gather insights for continuous improvement.
4. Issue Resolution: Proactively address any post-project concerns with a customer-centric approach.
5. Referral and Review Requests: Encourage satisfied customers to become brand advocates by seeking referrals and reviews.

Incorporating automated survey tools can streamline feedback collection, digitize documentation handovers, and take a proactive approach to addressing post-project concerns.

Phase 5: Post-Completion – Nurturing Relationships

Post-project completion marks the beginning of lasting relationships with customers. This phase includes:

1. Ongoing Support: Offer maintenance and upkeep services to preserve the value of the project.
2. Educational Resources: Equip customers with guides and resources to maximize the utility of the delivered product.
3. Future Project Identification: Continuously identify opportunities for future projects and engagements.
4. Personalization: Tailor your approach to cater to each customer's unique needs and preferences.
5. Long-term Value: Focus on creating enduring value for customers, such as maintenance plans and upgrade options.

In this phase, design and value engineering should focus on creating enduring value for the customer, including providing maintenance plans and potential upgrade options.

The Pillars of Transformational Success

By using the TCLC framework as a guide to map out the customer journey, trades businesses can transform the overall experience of their customers. Furthermore, modernization of these processes can have a significant impact in efficiencies and can streamline processes throughout the journey. Here are five key considerations that serve as strategic pillars for trades businesses seeking to transform their operations and align them with the Trades Customer Lifecycle (TCLC).

1. Leverage Technology: Invest in project management and communication tools that streamline processes and enhance transparency. Modern technology enables real-time updates, seamless collaboration, and enriched customer interaction.
2. Thorough Documentation: Meticulously document every step and sub-step within the customer journey. This documentation serves as your guiding beacon. Centralized digital repositories for project information bolster accessibility.
3. Training and Onboarding: Train your team in the utilization of modern tools and processes. Ensure each team member understands their role in delivering an exceptional customer experience. Investment in training equips your team to adeptly employ contemporary tools.
4. Continuous Improvement: Regularly review and refine your processes based on customer feedback and performance data. Continuously seek avenues for improvement, employing data analytics to pinpoint trends and areas needing enhancement.
5. Personalization: Tailor your approach to each customer's unique requirements and preferences. Personalized communication and solutions are the foundation of an enhanced customer experience.

Conclusion: Elevating Your Trades Business

Modernizing customer lifecycle documentation goes beyond adopting technology; it's about delivering consistently exceptional customer experiences. The TCLC model serves as a baseline for trades businesses striving towards achieving a modern approach to customer-centric success.