Brigham Dickinson
speaker
130 appearances
1 recordings
1 series
first heard Jun 2025
last heard Jun 2025
Brigham Dickinson’s voice in public audio — every appearance, attributed to the second.
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Appearances
Yeah.
Give them the option. People love to shop. But if you only give them one option, that's not shopping. That's you trying to sell something. But if you give them several different options, then now they can choose one, right? They feel safe. They feel comfortable. They're having just a little bit of fun. And they can decide which way they want to go. That's what shopping is all about.
And if you can make it easy for me, guess what? I'm going to do it. I don't care. I'm going to do it. Most of the time, people want convenience. And the problem is we have a tendency to assume. Whether it's over the phone, whether it's in the home, we assume that this is what the customer wants because that's what I would want. Well, now look, you are a customer, but you're not your customer.
So you've got to give them the time and the space to feel like they're shopping.
Yeah, absolutely. Look, there's two different models out there in my opinion. There's a ton of models, but for the sake of time, let's just narrow it down to two. You've got the McDonald's model where you can go in and you can go to that screen that they have, those two big screens, and you can kind of click on the thing that you want.
And they've actually been able to show that they can increase their conversion that way. That works for McDonald's, right? No human communication or very little is possible.
Whereas you've got this Chick-fil-A model where they've doubled down on the amount of people that are helping you through the line because that's the one thing that holds people up from going to Chick-fil-A is they don't want to wait in the line. So they double down on the people in that line and they keep ushering people through and making that process a whole lot quicker, a whole lot faster.
And so they've doubled down on those humans. So the question is, is what kind of model do you want? Now, we both know that with the Chick-fil-A model, price is going to be a little bit higher and you're going to wait a little bit longer. But you like the experience, you're willing to wait, and you're willing to pay more over McDonald's. But hey, both models work.
You just got to decide which one you want to work with. In my opinion, in the home service industry, the reason why PE groups are so excited about this industry is because we follow that Chick-fil-A model. The minute we start switching everything over to AI, everything over to robots, what we're doing is we're accepting the sameness that comes with it.
I was at a, I don't know, Service World Expo last year, and there was five different AI companies. Funny thing, I'd go into their little phone booth, and I'd hear the same thing from every one of them. It was the same experience. The problem with that is we can't justify our price. You guys, if we become the same as everybody else, how do we justify our price? We don't. We lower our price.
We go the McDonald's model. If we want to do that, it's fine. It works for McDonald's, but it may not work for you.
They're our friends.
I totally agree. Yeah, I was test driving a Cybertruck the other day, and I was amazed. Yeah? I was amazed. Yeah. Now, look. In the home service industry, because we're dealing inside the customer's home, the more face-to-face time, the better. You have the ability to create a unique experience over the phone as well as in the home.
In my opinion, I'd hold on to that as long as I possibly can, while at the same time testing out the AI. It's okay to dip our toe in the water. I mean, I've got my own call center. We've got over 60 agents. We book 93% of our phone calls. And if we're on the phone, we absolutely use AI to capture that lead so that we can call them back afterwards and make sure that their experience was good.
So there's a place for it. There's a place for it, and it's important to use it.
Yeah. The robots might replace the install crew and that would be awesome. Hey, that's less wear and tear on our humans, right? Our technicians, our employees. So that's a win for them. So once again, let that support the experience you're trying to create for the customer. as opposed to replace it.
Yeah, it's pretty cool. Talked about our operations manager, Lindsay Wood, able to take her entire family to Maui for the first time ever. It's really cool. Tasha just got back from a trip. She manages our entire sales team. We're in a really good spot right now. Very, very exciting place. And again, a lot of it has to do with the spotlight being shown on the call center, call conversions.
What was that thing you said about, look, if I can increase, if you could increase your call conversion by 1%, how much would that
1%.
So the question is, is how do we go about doing that consistently over time? The way that we do it is, is that we do one-on-one coaching twice a month using your own phone calls. All right. So every individual is getting that attention on a regular basis and they're being held accountable to perform at a high level.
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