Embracing Technology

NPMA members use new tools to improve business operations.

Nick Fortuna

These days, it seems like consumers are expected to tip employees every time they purchase a product or service, including sit-down meals, takeout food, haircuts, food delivery, housekeeping and transportation. The trend has resulted in widespread "tip fatigue," according to a 2023 survey from Bankrate, which found that 66% of consumers now have a negative view of tipping.

But what if clients could tip pest-control technicians for exemplary service without spending a dime of their own money? And what if NPMA members could improve their online reputation and search-engine rankings at relatively little expense?

That’s the idea behind review generation software, which automatically sends out text messages or emails encouraging clients to submit online reviews of businesses. Donnie Shelton, owner of Raleigh, N.C.-based Triangle Pest Control, said his company recently implemented the software, and he’s pleased with the results.

The text message sent to clients says the company gives a small monetary reward to technicians when they receive positive reviews and provides a link to an online review form. The bonuses incentivize technicians to provide top-notch customer service, and the stream of new reviews helps Triangle Pest Control to stand out in online search results, Shelton said.

"It’s a way for clients to tip their technician without actually spending money, and it obviously benefits us because in the digital space, fresh, good reviews make a big difference," he said.

Review generation software is just one of the technological tools NPMA members are using to grow their businesses, streamline their procedures and enhance their customer service. Other tech advances such as route optimization software and artificial intelligence are enabling pest-management companies to save time and money while exploring new business strategies.

MINIMIZING DRIVE TIME

Shelton said Triangle Pest Control recently implemented route optimization software, automating a process that used to be handled by an employee. The software has made a difference, with technicians using less fuel and spending less time driving from job to job, but since the worker handling that task was proficient, the gains haven’t been transformative, he said.

However, the software freed up the employee to move into a hybrid role, assisting customers who have questions as well as technicians in the field.

"We already were pretty well optimized, so we didn’t see a huge impact, but we were able to move that employee into a bigger and better role, so that was a big win for us," Shelton said.

Triangle Pest Control recently began using ChatGPT as a resource for customer-service and inside-sales professionals. The company loaded its policies, procedures and other relevant information into the AI platform so when workers have a question, such as how to use a particular feature of Triangle’s customer relationship management system, they can obtain a detailed answer in seconds.

ChatGPT scans vast quantities of documentation and produces answers much faster than a human ever could, which streamlines customer service and other processes. The results are accurate most of the time, Shelton said.

"What I like about it is that over time, it gets better and better as we train it more and more," he said.

Looking ahead, Shelton said AI could become a big asset for technicians in the field. He envisions a time when they can snap a picture of a pest and have an AI platform quickly identify it and provide a list of best practices for eliminating it. Armed with detailed information about any pest they may encounter, technicians would be more effective and efficient in the field.

"It would be like having an entomologist at their side every step of the way," Shelton said. "That, to me, is the vision, and I think it would make our service way better."

Review generation software is just one of the TECHNOLOGICAL TOOLS NPMA MEMBERS ARE USING TO GROW THEIR BUSINESSES, STREAMLINE THEIR PROCEDURES AND ENHANCE THEIR CUSTOMER SERVICES. Other tech advances such as route optimization software and artificial intelligence are enabling pest management companies to save time and money while exploring new business strategies.

AN ARRAY OF VENDORS

Rian and Noelle Goins, the husband-and-wife team behind Get Goins Pest Control in Los Angeles, said they’re regularly approached by AI service providers pledging to increase their business by 20% or more within the first year.

The vendors offer a wide range of services, including chatbots that assist with customer intake on a corporate website or telephone line. The chatbots can collect customers’ information and answer basic questions, and workers can enter the live chat as needed to provide personalized assistance.

AI also can identify which pest-management issues local residents are searching for online and use that data to generate informative blog posts. Having relevant content that’s frequently refreshed is one way companies can improve their search-engine rankings. In addition, companies are using AI to generate marketing content and schedule social-media posts for optimal impact. (For more information on AI technology, see page 6.)

Noelle Goins said her company is considering using AI for simple tasks such as customer intake, but when it comes to marketing and social media, she plans to stick with a personal touch. The couple regularly films informative content to share on LinkedIn, YouTube, Facebook, Instagram and TikTok, showcasing their expertise and promoting the industry.

"One benefit of AI is that it can free up your time," Rian Goins said. But when it comes to connecting with customers, securing repeat business and winning referrals, AI simply can’t compete with human authenticity, he added.

"We understand that staying abreast of AI technology is vital so you don’t get left behind," Noelle Goins said. "It’s also important not to let AI take over your pest-control operations to a fault. Tailoring AI to the needs of your company is the wisest approach, as it is not a one-size-fits-all for every company’s infrastructure."

AI IN THE BOARDROOM

AI has the power to help business executives weigh new strategies and make better decisions, according to Todd Leyse, president and chief executive of Medina, Minn.- based Adam’s Pest Control. He’s used ChatGPT to create an AI-powered "advisory board," with different AI agents serving as chief financial officer, chief technology officer, marketing manager, product development manager, sales manager and user-experience expert.

Each AI agent brings a different skillset to the table. When Leyse wants to improve any aspect of the business, he can ask for recommendations, and the AI agents will quickly produce a detailed list of action items. Some can be discarded immediately, but others have resonated with Leyse, prompting him to dig deeper, asking more-detailed questions to refine the recommendations.

Leyse said the AI agents have offered useful tips on how to acquire new customers, capture more revenue per customer and market the business. When one AI agent ceased offering productive input, he kicked it off the advisory board. To prevent groupthink from a bunch of AI-powered yes men, Leyse even instructed the AI agents to offer dissenting opinions.

"AI can do a lot more than just brainstorm and write copy about centipedes," Leyse said. "You’ll get out of it what you put into it, but it gives me answers in a well-written, easily digestible way. If you were sitting around the conference room talking with smart people, it might take an hour or two to produce a document as well written as AI can help you produce in 10 minutes."

Leyse said Adam’s Pest Control has grown for 53 consecutive years and now has about 145 employees, but he doesn’t expect AI to replace workers. Instead, he sees it as a tool for making his existing staff more productive.

As an example, Leyse points to the Blu Star Field Service Management System, which Adam’s Pest Control sells to other pest-management companies. AI is helping to write code and add features to that CRM system, but the company still hired a new software developer in early February to assist with development.

"AI is helping us to write code better and faster, and that’s been really helpful, but we still needed to make that hire," Leyse said. "We’ll still need to add people as we grow, but probably not as many people, and maybe we’ll be looking for a different skillset."