The Next Generation of Pest Control: Data, Retention, and the Future with Ethan West

In this episode, Kelli sits down with Ethan West, a third-generation leader stepping into his family’s growing pest control business West Termite, Pest, and Lawn, to talk about what the next generation of pest control looks like and why data, technology, and customer relationships are becoming the biggest competitive advantages in the industry.Ethan shares how their company operates across three states while maintaining an impressive customer retention rate, and how they dramatically reduced cancellations from 6% to just 1.2% by leveraging real-time customer feedback, automated communication, and smarter operational systems. Shoutout to Applause!The conversation dives into how modern pest control companies can use technology to strengthen customer relationships, improve retention, identify upsell opportunities, and make better business decisions through data. Ethan also discusses the balance between honoring a family legacy while bringing fresh ideas, AI tools, and new communication strategies into a multi-generational business.This episode is full with insight for pest control owners and operators who want improve customer experience and build a business positioned for long-term growth.