Acquired Accounts, New Operations ‘Standard’ Keep Bates Security Busy

The implementation of a new system of standard operating procedures and launch of a new marketing theme helped Bates earn 2018 Installer of the Year runner-up honors.

Already a perennial fixture among the companies vying for Installer of the Year honors, Bates Security strengthened its case in 2017.

The Lexington, Ky.-based firm implemented a new system of standard operating procedures, and launched a new marketing theme that necessitated major rebranding efforts.

After receiving a five-year, $10 million line of credit in October 2017, Bates completed its first company acquisition using the line of credit with the purchase of ABCO Security Services in Prestonsburg, Ky., adding 1,650 customers and 12 team members.

“During that transition, several new customers were concerned they would not receive the same level of service given by their previous provider. We have assured them verbally and proven that our service is well above what they were accustomed to,” explains Bates General Manager Cindy Neuman.

She adds that the company has been addressing improved customer service in general for the now 9,300+ account base, aided by “The Standard,” its new metrics-driven operations initiative.

“We try to resolve as much as we can over the phone with verbal troubleshooting and training, which ultimately saves the customer money by not sending a technician onsite, saves the company labor costs and is the most efficient way for everyone to use their time,” Neuman says. “We are also in the process of implementing text or email notifications when service is dispatched, with the technician’s photo and bio which will give the customer peace of mind on who’s entering their home.”

Bates solicits online reviews and takes “every one extremely seriously,” says Marketing Director Crystal Newton.

Bates ingratiates itself with customers with social media platforms in particular, offering prize giveaways and monitoring social sites even during after-hours, holidays and weekends to stay engaged.

Bates has focused more of its marketing dollars on its digital/social presence, which can be easily tracked to realize successes and weaknesses. “The type of direct audience that you can target with minimal spend is exceptional,” Newton says.

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Arlen Schweiger is managing editor of CE Pro, Commercial Integrator and Security Sales & Integration magazines.

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