Brightline Home Services · 12 interviewsCustomer research
Customer Research
Twelve 30-minute interviews with homeowners who hired Brightline in the last year. Three personas, six themes, nine quotes that should change how we sell.
JM
The Planner
42% of interviews
Books the tune-up in spring, wants a plan, reads every review.
“I just want to know it's handled before July.”
RA
The Emergency Caller
38% of interviews
AC died at 9 pm, calls the first number that picks up, pays for speed.
“Whoever answers first gets the job.”
DK
The Landlord
20% of interviews
Four units, wants one invoice, one contact, no surprises.
“Text me the photo, send the bill, done.”
Twelve customers from the last twelve months, chosen to match the job mix: seven repairs, three installs, two maintenance plans. Each interview ran thirty minutes on the phone and was transcribed; the themes below were tagged by hand.
01Themes, by how often they came up
A theme counts once per interview, however often it came up. Green is the share of those mentions that were praise; red is the share that were a complaint or a worry.
Said something positiveSaid something negative
Price came up in eleven interviews and was a complaint in seven. Speed came up in ten and was praise in eight. Sell the speed, fix the price story.
02In their words
Six quotes chosen because they came up more than once in different words. Green edges are things to keep doing; red edges are things to fix.
“The tech explained the three options with prices on his tablet. I have never had that.”
Janet M., 54, Westlake
“I got a text with his photo and when he'd arrive. My wife let him in; I was at work.”
Robert A., 41, South Austin
“The quote came two days later. I'd already called someone else.”
Diane K., 47, Round Rock
“Nobody told me the part was back-ordered. I found out by calling.”
Luis P., 38, Pflugerville
“The plan is $149 a year and I don't know what I get for it.”
Maria S., 62, Hyde Park
“They came back to check the fix a week later. I told four neighbors.”
Tom R., 58, Cedar Park
03The journey, and how it feels
The journey is the same six steps for every customer. The line is the average mood at each step, scored from the transcripts; the two dips are the two places where nobody from Brightline spoke to the customer.
Two lows: the invoice (nobody saw the price coming) and the silence after the job. Both are communication, neither costs money.
04What to change first
Five changes ranked by their effect on the two dips and by effort. Four of them are messages, not services, and each one already has an agent that can send it.
Change
Impact
Effort
Owner
Send the quote before the tech leaves the driveway
high
low
Follow-up Agent
Text a photo + ETA for every visit
high
low
Dispatch Agent
Rewrite the maintenance plan page: what you get, in a list
high
low
Content Agent
Call about back-ordered parts the same day
medium
low
Intake Agent
A 7-day check-in call after every repair
high
medium
Review Agent
The sentence to put on the homepage
“You'll know who is coming, when, and what it costs, before anyone rings the bell.”