“Sir, the warranty is for one year, NOT one year and one day.” That was the response from the Whirlpool service representative to my request for assistance. I’m sure it made her feel vindicated and powerful to deliver such a weighty proclamation, but it was not at all helpful. In fact, that comment completely and permanently destroyed a decades long relationship.
As background, I was calling about our Whirlpool washing machine which had, in fact, stopped working precisely one day out of warranty. But that wasn’t my question. I was told that there was a warranty extension on the specific part that failed, and I was calling to verify that. Turns out, there was, but the rep didn’t tell me that. Instead, she tried to sell me a 90-day warranty for $300, which I respectfully declined.
Customer Service is often the final part of a larger conversation, the Customer Experience (CX). If you have a business that interacts with people and generates customers, you are in effect creating a customer experience. If a huge company like Whirlpool can falter so badly, how are the rest of us doing as an industry? As it turns out, not much better. Overall, customer satisfaction has been slipping in the last 12 months, with 25% of all brands experiencing a decline. Why?
ECIs 2025 State of CX Report, released in April, offered this insight: “Customer satisfaction peaks during the sales phase—with a strong 92.8% star rating—but declines sharply after move-in, dropping to just 75.8% during the warranty phase. Meanwhile, “Would Recommend” scores fall from a near-perfect 97% at purchase to just 71% after move-in. This downward trend in the post-sale experience reflects a widening gap between what homebuyers expect and what they receive once the house is complete.”
In other words, the 26-point gap comes when customers compare the home and service they received to what they expected. When expectations exceed deliverables, trust is lost. And without Brand Trust, you may as well close your doors and go fishing.
Now, I’ve been in sales for most of my adult life, and I know how hard it can be to set realistic expectations, and in the best of cases your faced with buyers that don’t listen, don’t read, and don’t remember, no matter how careful you are to explain things in detail. Still, there are things we all can do to improve our communication, build and maintain trust, and deliver, not just a great home, but a great customer experience.
1. Map and Optimize the Customer Journey end-to‐end
Define every major touchpoint – from first marketing contact, through sales, to post-purchase service. Identify where friction or drop-offs occur, and develop processes that ensure seamless transitions between phases (marketing → sales → service).
2. Personalize the Experience
When homebuyers feel that your processes are tailored just for them, satisfaction goes up. They pay more attention to what you’re telling them, allowing you to create honest expectations. Brands that provide personalized messaging, offers, and support tend to boost satisfaction.
3. Communicate on Their Frequencies
Offering omnichannel support that works seamlessly across digital, phone, in-person, mobile app, etc., is one of the best ways to increase and maintain customer satisfaction. Make it easy for them to receive and understand critical communications.
4. Be Proactive. Anticipate Needs
Rather than waiting for customers to complain, try to identify and address issues before they become problems. Share timelines that anticipate and allow for delays and be quick to inform customers when these occur. Send status updates, anticipate questions about progress, schedule warranty checks proactively rather than waiting for homeowner complaints. Proactive communication maintains high-level trust.
5. Leverage Technology
Use your CRM to automate routine tasks and relevant messages at specific touchpoints, both to buyers and internally to keep your entire team in sync. Share interactive calendars with your subs and tradesmen so everyone keeps on track. Utilize AI to provide quicker responses to shoppers and buyers.
6. Listen and Respond to Feedback
Ask for feedback at multiple points and respond quickly and positively, even to undeserved criticism. Use metrics like CSAT (Customer Satisfaction Score) or NPS (Net Promoter Score) to track how these change over time. Make it the responsibility of everyone on your team to create a positive experience for every customer.
7. Build Value, Trust & Service Quality
Successful companies know that perceived value and trust matter. Take steps to ensure the quality of your product – and your service – aligns with customer expectations. Transparency, honesty, and reliable post-purchase support processes matter. Brands that focus on customer experience are seeing higher profits and growth.
Today, companies must not only meet but exceed customer expectations. Whether through innovation, attainability, or overall experience, focusing on a high-quality product – and delivering equally high customer service – is key to maintaining a competitive edge, building trust, protecting your brand reputation, and creating an exceptional customer experience.
Ready to automate your service workflows and customer experience? MhCRM makes it easy to track the customer journey and set automated tasks and messages specific to each buyer and delivered at exactly the right time. See for yourself. Request a demo today!
