In this episode of The Bug Bux Podcast, host Allan Draper sits down with Reagan Nickl, Vice President of Customer Success at Ask Nicely, to talk about one of the most overlooked growth levers in the pest control industry: customer experience.

While many PCOs are focused on marketing, advertising, and new customer acquisition, Reagan shares why the smartest companies are investing their energy in retention, reviews, and referrals. Drawing from her experience helping home service brands across the country, she explains how to build a repeatable “referral flywheel” that turns happy customers into loyal advocates.

Allan and Reagan dive into the systems behind a world-class customer experience, how to collect feedback in real time, close the loop with unhappy customers, and empower technicians to create “wow” moments on every service visit. They also unpack how to use customer data to coach teams, boost morale, and make better business decisions.

Reagan introduces Ask Nicely’s CARTG framework, breaking down the five pillars of CX success:

• Collect: Capture feedback consistently and automatically
• Act: Respond quickly and personally to customer input
• Recognize: Celebrate your top-performing technicians and teams
• Train: Turn feedback into coaching and development opportunities
• Grow: Use positive feedback to fuel reviews and referrals

Whether you’re a small operator looking to improve retention or a multi-location company aiming to scale customer experience, this conversation will help you shift your mindset from chasing new leads to building long-term loyalty.