Provident Security’s Unique Marketing Tactics Win Thousands of Customers

From responding onsite to alarms in five minutes or less to pet care, Provident Security has earned thousands of loyal customers by delivering exceptional service and unique services. The company, led by one of the industry’s most unconventional entrepreneurs, is saluted as an SSI 2011 Installer of the Year.

[IMAGE]12187[/IMAGE]The company was one of the first security contractors to actively use social media, with Jagger producing an outspoken blog since 2005 and Twitter feed since 2008. Provident also makes great use of video and has more than 50 clips posted on its YouTube channel.

One of these devices’ primary goals is driving attendance for Provident’s monthly security seminars held in its showroom. The hour-long sessions explain how most burglaries occur and how an alarm can be an effective part of a home/business owner’s overall security plan. Designed to be a fun experience, attendees also tour the monitoring center. The audience is expanded offsite by streaming the presentations live on the company’s Web site.

Regarding referrals, Jagger says, “People are not going to believe what a company brochure says, but they’ll believe what their friends tell them. Everything we do is focused on giving clients as many reasons as possible to refer us – without asking directly for a referral or rewarding clients. We believe it’s important if someone refers us that it’s because they honestly feel they are doing their friend a favor.”

Additionally stoking the embers of goodwill, Provident is very active in the community. The company sponsors several local Little League, soccer and hockey teams. A board member of the Kerrisdale Business Association since 1998, in 2002 Jagger was named the organization’s Citizen of the Year. He has also participated in the Entrepreneurs Organization (EO) Vancouver Chapter, serving as its president in 2009-10.

On a wider scale, Provident has twice received a Gold Award for employee efforts in annual United Way campaigns; supported BC’s Children’s Hospital through participation in the annual Miracle Maker’s Network Telethon; and long-time involvement with Kids Help Phone, a national toll-free support line for children. The company also donates its giant inflatable slide to help nonprofit groups raise money.

Happy Workers, Happy Clients

The high level of personalized and specialized services Provident delivers to its clientele necessitates employees be well skilled both technically and interpersonally, as well as trustworthy and reliable. Furthermore, they must be empowered to carry out high precision tasks like five-minute alarm response and concierge services.

Thus hiring the right people, and optimizing their performance via thorough training and a stimulating work environment.

“We have learned that the most important issue is alignment with our core values. It’s not something that can be faked or learned,” says Jagger. “We use group interviews to see how people interact with others. We are able to weed out those who roll their eyes when we talk core values or are rude
to others. Typically, we are not looking for security experience; it’s more about coming from companies with a great customer service culture.”

Every employee undergoes a 64-hour Basic Security Training program before moving on to more specific training geared toward that person’s intended role. For example, monitoring personnel undergo Central Station Alarm Association (CSAA) courses. To ensure associates understand how they fit into ‘the big picture,’ ride-a-longs take place where monitoring staffers work with technicians, installers go on patrols, accounting personnel spend time in the central station, etc.

One of the most effective learning tools Provident has developed is a set of extensive wikis providing step-by-step details for all facets of the business. This includes responding to client requests, replacing ink in a printer, refueling the generator, how to program a wireless glassbreak detector and more. Text, photos and videos make it easy for employees to get fast answers on how to do something.

“I used to work for one of the biggest alarm companies in North America where everything was about cost and speed,” says Installation Team Leader Matt Marrello. “We were pushed to get in and out for the lowest possible cost, and do as many in a day as possible. Provident’s approach is completely opposite. We are empowered to spend as much time as it takes to take proper care of a client.”

It’s these types of priorities and considerations that make Provident employees look forward to coming into work each day and experience a sense of fulfillment being part of the organization.

“I have been with Provident for 12 years and feel really proud to know I have been a part of the company’s success and growth,” says Sales Team Leader Rebecca Bligh. “The company has supported my personal growth within its core values. This is available to all employees at Provident so they too can build a bright future.”

Editor-in-Chief Scott Goldfine has spent more than 11 years with SECURITY SALES & INTEGRATION. He can be reached at (704) 663-7125.

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About the Author

Contact:

Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

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