Brinks Home goes proactive

DALLAS – As residential security evolves beyond traditional intrusion detection, Brinks Home is focusing on artificial intelligence (AI), home automation and proactive monitoring to meet changing customer expectations, according to Chief Customer Officer Veronica Moturi.  

Today's consumers expect instant access to information and greater visibility into their homes, according to Moturi.   

“I talk a lot about how our consumers are being trained by the social media network to have instant gratification,” she said. “People want to know what's happening at home, whether it's their kids, their pets or activity around their property, and they want that information at their fingertips.”  

Customer experience as a differentiator  

Moturi said residential security providers increasingly compete on service and support, making customer experience a key differentiator. 

She pointed to Brinks Home's Net Promoter Score of 55 and the company's investment in AI-powered customer service, including a virtual agent that assists customers around the clock with troubleshooting, billing and account management.  

“Our virtual agent answers every single call 24/7,” Moturi said. “Leveraging AI in spaces where you can be more efficient, but also offer services 24/7, is huge.”  

AI also helps ensure consistency across customer interactions.  

“AI gives you more of a consistent experience that you try to train your physical agents to do,” she said.  

The move to proactive security  

Moturi believes AI and advanced video technologies will fundamentally change how residential security operates.  

Rather than reacting after an alarm event, future systems will identify potential threats before a crime occurs.  

“If I had to predict the future, intrusion security becomes proactive,” Moturi said. “I can see that someone's in your driveway, so I'm going to alert you then or tell them to get off your driveway versus waiting until they break into your home to dispatch the police.”  

She described proactive monitoring and remote video services as some of the industry's fastest-growing areas.  

“Proactive security is kind of the new shiny object for the security industry,” she said.  

Data and retention  

Data also plays a significant role in Brinks Home's strategy. The company uses predictive models incorporating more than 200 customer attributes to better understand customer behavior and identify retention risks.  

“Data is what we live and breathe,” Moturi said. “Everything is based off data today.”  

Retention remains a key challenge for residential providers, particularly as operating costs rise. Moturi said companies must ensure pricing aligns with the value customers receive.  

“Customers are willing to pay for something that works, that creates value for their family, their belongings and the like,” she said.  

Many longtime customers still use older systems that lack modern capabilities, creating opportunities for upgrades, she added. Brinks Home currently serves just under 1 million customers.  

Competing against DIY  

While do-it-yourself (DIY) security solutions continue to gain attention, Moturi said Brinks Home remains committed to professionally installed systems.  

“There is absolutely a market out there for DIY,” she said. “But our company focuses 100% on professionally installed security, and we anchor heavily on a professional install and a premium service that they receive.”  

Related: Brinks Home relocates HQ to new Dallas-area facility  

Photo courtesy of Brinks Home