Dockins says Scotts Lawn Services has produced many videos demonstrating the aeration process, and emails to them during aeration season to avoid misunderstandings and surprises.
This type of seasonal education makes good business sense, too. According to Dockins, the average customer service phone call costs the company six dollars to field. Every call that is avoided through videos, answering customer questions on Facebook—where the company maintains a two-hour response time—or through the My Scotts Lawn mobile app, saves Scotts Lawn Services several dollars.
"We're very enthusiastic about the new mobile app, and it's particularly relevant for our customers," says Dockins.
"We're trying to help you create an experience on your lawn, and if you have a question or concern, it's much easier to work on that through a mobile application than it is to lug your laptop outside," she says.
To maintain optimal results, the Lawn Services division asks customers to water and mow to precise specifications provided by the company based on grass type and region. To help consumers better adhere to these guidelines, the new mobile application will have a built-in ruler to help measure mowing height, and the company provides free water depth gauges to all customers.
"We test and measure this all the time," says Dockins. "And the customers that interact with us and our information online or through mobile apps have greater loyalty to Scotts, and are more likely to promote us to their friends and family members."
Jay Baer is president/founder of Bloomington, In.-based social media and content marketing consultancy Convince & Convert, and is the author of "Youtility: Why Smart Marketing is About Help Not Hype", and co-author of the social business book, "The NOW Revolution." Reach him on twitter @jaybaer.