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.