Article – Over the Top Column with the Fort Myers News-Press
Over the Top Column

The Over the Top column is dedicated to what we call “Over the Top” service as it relates to customers and clients. It is easy to pinpoint businesses that lack what it takes to please a customer. In fact, more people talk about the negative aspects of an experience than they do a positive one. We believe we need to bring attention to the things businesses do right in order to educate and enhance our community’s businesses as it relates to customers.

We are looking for your eyewitness accounts of “Over the Top” customer service in Bonita Springs. Help us showcase businesses that exceed your expectations in providing quality service. All types of businesses in Bonita Springs can be considered however, only customers may give a detailed account, employees and owners of the submitted business are not eligible.

Click here to nominate a business. Fill out the form and give your detailed eyewitness account of “Over the Top” customer service in Bonita Springs. All submissions will be reviewed for the possibility of inclusion in the “Over the Top” column in the Bonita Business Magazine of The News-Press.

August 2005 Article – Over the Top Customer Service
Over the Top Customer Service

What makes a business profitable? Aside from a myriad of factors related to profit, the most general and obvious one is: the customer. Customers feed businesses by purchasing their service or product, referring others to the business, and returning back to purchase again. Since customers are the life line to a company, they should be a primary focus when operating a business.

It isn’t enough to simply produce a quality product or service. Although this is necessary to instill customer commitment, it is only half of the challenge. The other half is servicing the customer in a way that produces such satisfaction that s/he wants to return again and feels confident in referring others to the business. Businesses that provide “over the top” service rise above the competition and multiply their customer base simply by providing a positive experience.

A negative customer experience that isn’t handled properly can cost the company more than they realize. The total cost of attracting new business is 5 times more than the cost of keeping existing ones. When a dissatisfied customer tells an average of 10-20 people about their negative experience, word spreads quickly and the reputation of a company can instantly change. This becomes more detrimental in an area in which there is greater competition for the product or service since up to 93% of unhappy customers will refuse to buy from a business again if they have a choice to bring their business elsewhere, with most customers not bothering to tell their reasons for leaving.

There are numerous factors related to “over the top” customer service. One factor in particular was witnessed recently while having dinner at the local Bonefish Grill in Bonita Springs. The employees all operated under what I call the “Team Approach”. This technique is excellent in ensuring the customer is well taken care of because the responsibility is spread out among more than one employee. Although the waitress was our main food server, there were other employees who took care of us as well. Another person served us our drinks, although our waitress was the one who took our order. This person also took the liberty to serve us a bread basket when she noticed we didn’t have one. Still yet another person served us our salads and she offered us refills on our near- empty beverages. Even though our waitress was the one who took the order, followed up on satisfaction and also took care of us throughout our meal, there were other staff members who watched for things like near- empty drinks, dirty plates, etc. that proactively took care of it without the customer having to wait for the one employee to do it all. This approach gives extra attention to the customer, allowing him to feel acknowledged and appreciated because he receives what feels like personalized service. The customer can sit back and enjoy an excellent meal without trying to track down the head server if he needs something. With multiple staff handling a table, needs are quickly fulfilled, leaving the customer satisfied and well taken care of. In turn, the head server is more available to go over the menu and assist the customer when s/he knows her other tables are being taken care of by other staff. It’s a win-win situation that results in a less- stressed server and a satisfied customer who will likely tell others about the positive experience and will most likely return again.

By developing a team approach to your business, you generate an attitude among your staff that is helpful versus competitive. There is a common goal among all your employees with them assisting one another in order to achieve it. This creates a positive environment that will be felt by one of your most important assets to your business – your customer. Go Team!

September 2005 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

It is no argument that technology has improved the way we do business. From streamlining paperwork to increasing organization, we have become more efficient in the process of handling transactions. But, what has it done to our consumers?Consumers are now able to shop worldwide, compare prices and research products, all thanks to the Internet. Yet, customers complain that with this boost in technology comes a major decline in warm and personal service. Nowadays, it is unlikely to hear a human voice at the end of the telephone when calling a business. Instead of being greeted by a friendly person, we are greeted with an automated voice giving us a menu of extensions to choose from. The helpful caring touch is quickly being replaced with machines. We do our banking through ATM’s and pay for our items through a self-checkout instead of a human cashier. Human interaction is certainly on the decline.

Yet, even when we have actual people dealing with customers, I hear complaints about the lack of friendliness and manners that were typically found in the small businesses of a bygone era. I hear older generations reminisce about being greeted by name and receiving such personal service. Shaking the customers’ hand or greeting them with a hug was customary in those days. So, what has happened with us?

We can’t blame it all on technology. Rather, it is something that has simply been forgotten in the midst of streamlining the way we do business. It is apparent that it doesn’t have to be this way when we still see a small number of businesses exemplifying the human touch in their customer service and thriving because of it. Millennium House, an adult daycare facility in Bonita Springs, is an example of this. I was curious to see what makes this business so exceptional after reading several nominations from happy clients. As soon as I approached the front door of the facility, I was greeted with a sign out front that had the following quote written in chalk: “We can choose to see life as a series of trials and tribulations or we can choose to see life as an accumulation of treasures”. I instantly knew there was something special about this place – and I was right.

After talking with the owner, Cindi Ryerson RN, it became apparent that the service she gives her clients genuinely comes from the heart. Her work is her passion and it shows not only on her face but on her employees as well. One employee, Lily, drives over 45 minutes to and from work each day to make her paycheck. While this line of work is not known for the money, Lily says she does it for the gratification in seeing the smiles on the clients’ faces knowing she has helped make a difference in their lives. She has been here from the day they opened the doors, three years ago, and says she never wants to retire with a job that brings her so much joy. The environment is not your cold, typical clinical setting. Rather, it feels like home as soon as you enter with the soft lights, comfortable furniture and the cute little Yorkshire terrier named Buddy that warmly greets you and makes you feel welcomed.

What really sets this business apart, however, is the personal caring service each client receives. Both caregivers and the patients are greeted every day with hugs and kisses when they arrive in the morning and when they leave in the late afternoon. Cindi describes this as treating the clients as if they were her own family with dignity and respect. She takes the personal service over the top when this comes so naturally to her and her staff. It is apparent when after only 3 years in business; she was awarded the 2005 Small Business Award from the Bonita Springs Chamber of Commerce.

We don’t have to be involved in the care giving business to express caring service to our customers. Genuinely greeting people as they walk through the door, empathizing with them when they have a problem, and personally thanking them for doing business with us are just some of the ways we can get away from the cold automated world we experience. By treating our clients as we would want to be treated, with dignity and respect, our customer service can parallel those of yesteryear.

October 2005 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

What is the secret to a business giving “over the top” customer service? At a rudimentary level, one would say it is about treating the customer with extra care and concern. However, it becomes more complex than this. I begins with a vision that is carried through to management, passed on to the employees and eventually experienced by the consumer. This influential chain of people is crucial to obtaining the end result of “over the top” customer service.One Bonita Springs business comes to mind in exhibiting this positive chain reaction to great customer service. Their vision is actually part of their business branding evidenced by the slogan, “the helpful place”. Can anyone guess who it is? I’ll give you a hint: it specializes in hardware and projects the image of a small town store by the level of helpfulness they offer to their customers.

Most people will know Ace Hardware is the place that exemplifies making the customer their number one priority. As soon as you enter the store, you can feel the difference. Customers are greeted warmly by the staff and are asked, “How may I be of service to you?” Jim Batts, General Manager of Sunshine Ace Hardware, attributes their success to their extensive and continuous training of their 50 employees. They are taught to approach the customer first instead of waiting to be approached. This shows willingness to help and eagerness to give the customer a convenient and pleasurable shopping experience. Jim also believes that by treating the staff well through training and motivation programs, productivity is higher, and the customers are happier because of the level of service they receive. This is the chain reaction that brings positive results.

The degree to which they are helpful to the customer is what really sets them apart from the rest. Where else can you get one on one attention in advising you on which paint to use, which part to fix, and what steps to take in order to solve a problem? The level of individual service is what gives the customer that small town feel of receiving personalized customer care. It is the difference one feels in being treated like a human being versus being treated like a number which is sadly becoming more the norm these days in the midst of mega super stores.

This high degree of helpfulness puts even the most uptight inexperienced homeowners at ease, knowing they will be guided and assisted with their problems. This is important, especially given the type of store it is. Hardware stores are typically not for the novice homeowner. Rather, they are known for the “handymen” of the world, the experienced men and women who know what they are doing when it comes to home repair and maintenance. So, to create a comfortable environment in which anyone, no matter their level of skill, can be at ease and not feel intimidated is extremely powerful. It is even that much more impressive, however, when you realize they have taken this customer service component and capitalized on it by incorporating it into their slogan, “a helpful place”. This immediately describes their intention in caring for the customers while informing them how they differ from their competitors. It immediately dispels the objection an inexperienced customer may have in thinking the store is beyond one’s level of skill and knowledge.

Most importantly, they go beyond simply saying they are helpful. They actually are helpful, which adds credibility to their branding, and gains the trust of the customer. This is the most important facet in offering quality customer service. It’s one thing to say it and another to actually do it. Ace Hardware does both.

November 2005 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

Where does exceptional or “Over the Top” service begin? While it is common to think it starts with the employees who are in direct contact with the customers, it actually begins at “the top” with the head of the organization. Whether it is the president, vice president or manager of a business, the more engaged the leaders are within the company, the more successful they tend to be.Now, that may seem like it came directly from Business Management 101 at the most rudimentary level. However, you would be surprised to see how many businesses lack this basic aspect in running a profitable business. It becomes more complicated when you realize it is more than just being involved in a company. It is the level of involvement that plays a strong role in the success of the organization. It doesn’t mean the head of the company has to be on site every day, but it does make a difference when that person is standing side by side, with the workers and customers, in providing the same level of service they expect out of their employees.

Leaders who follow the adage, “Do as I say, not as I do” will find their staff to be less productive and less motivated when they see the head of the organization doing the opposite of what is expected of others. When the leader has high expectations for the quality of service that is delivered to its customers, she needs to be willing to step up to the plate and emulate that behavior she expects from her staff. Leaders who won’t get their hands dirty or aren’t willing to go that extra mile are setting themselves up for conflict among their staff because the teamleader is not a teamplayer.

Mr. Mike Whaley, owner of Whaley’s Air Conditioning, in Bonita Springs exemplifies the leadership style that makes his business “over the top” in its customer service. One of his customers nominated him because of his experience in receiving personalized customer service by the owner himself. In 90 degree heat, the customer’s air conditioning unit went out. Mr.Whaley worked along side his staff for two days until 10:00 pm when the job was finally complete. This high level of involvement by Mr. Whaley sends the message that his customers are a priority and that no type of work is below the leader of the company.

This does not mean the owners of companies have to be involved to this high degree. Most of them don’t have the time to be as engaged in the daily operations. Rather, it is about the people running the company and managing the business who should be the ones working on the front lines with thei employees. Not only do customers appreciate the personalized service but the employees have a higher degree of respect for the leader who truly understands what it is like to work hard in following the vision of the company and in providing exceptional service. Where do your leaders stand?

December 2005 Article – Over the Top Customer Service

Working proactively with your customers can alleviate the common pitfalls associated with poor customer service. The majority of dissatisfaction comes from lack of service in which the customer feels inconvenienced and not appreciated. When we utilize proactive techniques, we are taking control of the situation and leaving less opportunity for error. It also puts us in a position in which we can feel more confident because we are coming from a preventive approach in which we foresee potential problems and step in before they are allowed to emerge. Unfortunately, many businesses are not working in a proactive mode because of disorganization, lack of structure, ineffective management, lack of training or being understaffed. This causes the company to work from a reactive state in which they are consistently mending the problems and consequences of unhappy customers. When we work in a reactive manner, we tend to feel a lack of control over the situation and a high level of stress and frustration. Trying to appease customers from this mode is very difficult because stressed employees are often emotional and defensive which can come across as uncaring and rude to the consumer. One local business was recently nominated by one of it’s customers for their assertive approach to customer service.Key Bank, located in Bonita Springs, was selected for their “consistent personal service to their customers”. Ms. Sheila Seacat, Relationship Director and her assistant, Ms. Kassie Manza, state their high level of customer service stems from their proactive approach in that they strive to be “one step ahead of the customers by anticipating their needs”. Customers whose needs are taken care of before they become an issue will feel more appreciated with the special attention and added convenience. One way to ensure you are anticipating the customers’ needs is by placing yourself in their shoes. If you were the consumer, what would be required to make you fee taken care of and appreciated? Perhaps it is receiving a follow-up call from an employee assessing your satisfaction of the product or service. This way allows any customer concerns or questions to be addressed immediately before it becomes a problem. Remember, the customer is hiring you to assist them with their needs, just as a business owner hires her employees. Think about it. Would you treat your boss in a manner in which he has to work harder than you do to get the job done? It is expected the employee will do the job for which he is hired to do without expecting his boss to do it for him. It’s not any different when servicing our customers.

February 2006 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

So many businesses are focused on making a profit or they are so scattered in just trying to get through the workday, they forget about caring for the customer. Customers quickly learn which businesses want them coming back. They will be more likely to return to a business when they feel acknowledged and appreciatedA local business is on the right track in expressing their appreciation to their customers. Chops restaurant, located on US 41, has been nominated for their “over the top” customer service by how they acknowledge their guests. Not many businesses go the extra mile like Chops in showing care and respect for their customers. What they do is nothing complicated or cumbersome. It has nothing to do with giving something extra away to a customer like a coupon or a small token gift. In fact, the costs to the company are minimal with a high value to the customer. They simply call the customers the day after their visit to the restaurant thanking them for the business, checking on their satisfaction and giving them a contact name and phone number to use if they have any suggestions for improvement. This simple, but extremely powerful gesture speaks volumes to people because they feel acknowledged and appreciated for their patronage. Hiring that extra employee to follow up with customers and check satisfaction is low cost to the company with a high return for happy customers who spread the word to their friends and come back again and again. This simple low cost action also gives the company a wealth of information from the people that keep them in business. Customers’ feedback is beneficial in knowing what is and isn’t working in servicing the public. It also gives managers beneficial information regarding the productivity and effectiveness of their employees. Some businesses may feel reluctant to ask customers their opinions or suggestions for fear of hearing negativity. This closed-minded approach only leads to denial and prevents the business from progressing and staying ahead of their competitors. It’s necessary to be open to their suggestions and to view it as an opportunity to improve and focus on the customers’ desires and needs.

Just knowing a company cares enough to call me after my visit and check on my satisfaction is enough reason for me to return. Even if a person receives unsatisfactory service, the business has a great chance in getting them to return again just by a simple phone call. Hats off to Chops for being one of those businesses that makes a positive impact in our community by giving “over the top” service to their customers!

March 2006 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

Businesses thrive on happy customers. It’s really a no-brainer when it comes to running a business. Yet, many companies become so focused on the bottom line that they forget the importance of satisfying the consumer. The influx of new businesses moving into the area means more options and choices for the consumer and more competition for the business owner. This means that the “only store in town” can no longer get away with mediocre customer service and the consumer no longer has to put up with it. Now, with a number of businesses to choose from, the consumer is in control and has the upper hand in choosing where they are going to spend their money.Although this may make some business owners cringe, it’s really not as bad as it appears. Competition can be seen in a positive light if you use it as a motivating factor in running your business. Having similar businesses compete with one another for the customer raises the expectations of the consumer and raises the standards of the competing businesses. Thus, it’s a win-win situation for the community by bringing customer service to a higher level. Unfortunately, the businesses who are too stubborn to change with the times will be left alone with empty parking lots because their customers who were once loyal to them will eventually leave them for their competitor who gives them exceptional service and keeps them satisfied.

Have no fear. Servicing the customer is quite simple if you keep it as a constant focus for your company. Think from a customer’s perspective in what satisfies them and keeps them returning back to you. Providing them top notch service that makes their visit convenient equates to a pleasurable experience and results in satisfied customers. Many businesses do some form of this now by offering “over the top” services that set them apart from their competition. One business advertises a convenient shopping experience by allowing the consumer to order their products online from the comfort of their home where they can pick up their items at the store with little or no waiting. Another business offers the convenience of online ordering from the office with free delivery the next day. These extra perks make the consumers’ life easier by saving them time and adding convenience to their shopping experience.

One local store in Bonita Springs is a classic in offering convenient shopping experiences to their customers. Pinch a Penny Pool Patio and Spa, located on Bonita Beach Road, is a store staffed with experts to assist the residential pool owner. What can be an intimidating experience for the novice pool owner is non-existent with the stores high regard for the consumer. Christopher Chapman, the store manager, strives to keep the shopping experience as comfortable and convenient as possible. They offer free water testing to determine exactly what the pool owner needs for the maintenance of their pool. They take it even further by hand picking the exact products for the customer with a demonstration on how to use them. Moreover, they even walk the items out to their car adding the ultimate convenience for the consumer. This is much appreciated by anyone who has had to carry the cumbersome and heavy jugs of chlorine. These simple, yet powerful gestures of customer service are enough to set the store apart from their competition.

Remember, you don’t have to be the biggest business in town to be the best. By focusing on ways to add convenience to the shopper’s experience, you are taking their needs into account and ensuring repeat business.

April 2006 Article – Over the Top Customer Service
BUSINESSES THAT GO ABOVE AND BEYOND FOR THEIR CUSTOMERS

Focusing on exceptional customer service should be the goal of all businesses. So, why is it that only certain companies stand out when it comes to “over the top” service? The answer is quite simple. It takes time and effort to emphasize quality service and to hold employees accountable for their work. It also takes time to obtain adequate feedback from customers to understand where the trouble spots are and how to fix them. I’ve heard some businesses gasp at the thought of following up with customers to check on their overall satisfaction. Some owners are afraid of what they might hear and fear they are opening up the floodgates for complaints. However, they need to consider the consequences of not checking in with their customers.When a dissatisfied customer tells an average of 10-20 people about their negative experience, word spreads quickly and your reputation can instantly change. This becomes more detrimental in an area in which there is greater competition for your product or service since up to 93% of unhappy customers will refuse to buy from a business again if they have a choice to bring their business elsewhere, with most customers not bothering to tell you their reasons for leaving. Customer feedback is essential in assessing satisfaction because fortunately, up to 95% of unhappy customers will give that business another chance if their complaints are handled effectively and quickly. Communicating with your customer via surveys or informal conversation can help you assess their satisfaction level.

The Hyatt Coconut Plantation resort has been nominated for their attention in obtaining feedback from their clientele and checking on their satisfaction. One of their customers stated that 30 minutes after checking into her room, she received a phone call from the front desk asking about her satisfaction with the room and further asking if she had any questions about the resort. This simple but meaningful action sets the tone for the customer and offers a positive beginning to someone’s vacation.

Yet, what happens when the customer complains and has a negative experience? It’s important to properly train your staff in handling customer complaints appropriately in order to maintain your reputation and build upon your client base. The following points are imperative in properly servicing the customer complaint:

• Allow the customer to vent and to be heard. Train your employees to acknowledge the customers’ feelings and their frustration without getting emotionally involved. The employee needs to remain calm and objective in order to support the customer.
• Ask the customer how the company can make the situation better. This will give you a better idea of what the customer’s expectations are in resolving the matter. After listening to the customer’s interests, try to offer at least two options that the client can choose from for restitution. This empowers the client and gives her a sense of control in the situation.
• If the particular employee cannot make the final decision in restitution, make sure he finds the person that can. The worst thing an employee can do is say that he can’t help the customer and then leave him stranded. The employee should take the responsibility and find the person, perhaps a manager, who will be able to resolve the complaint.
• Train your staff to view customer complaints as opportunities to showcase your quality service with your customers. By handling customer dissatisfaction effectively you are increasing trust and credibility among your current clients and building upon a reputation that will set you apart from your competitors.

Let’s face it – mistakes can happen. It isn’t realistic to think that you can please people 100% of the time. Remember that quality customer service does not mean “perfect service”. The quality of service is measured by how well you handle problems when they arise. Asking a customer for feedback may bring out some negative remarks. However, this proactive approach gives you the opportunity to resolve the complaint and turn it around into a positive experience.