I was approached to write a submission for Suffolk Coastal Business and Community Awards by a local business I originally met at a networking event. I felt an honour and responsibility above that of writing an email campaign or blog programme. There is no doubt that, marketing and consumer communication are important, and the key to an organisation’s reputation and success but an award submission seems more personal, and with that comes a greater responsibility.
To be asked to write the submission that can influence whether the award is won or not is a great honour. To receive an award can be recognition of personal effort, of late nights, dedication, sleepless nights. It tells your competitors and peer group that you have status and kudos. It tells your customers that they can trust and rely on you and that it is a good decision to place their business with you. It can take an organisation to the next level.
I wanted to be confident that the submission would be in line with the organisation’s culture and values. That it would be written in their “voice” to truly reflect the level of customer focus that is important to them. I interviewed their customers, spoke to their team and learnt more about their business. I spoke to the organisers of the award to ascertain what detail needed to be included, what style they preferred and whether there were any guidelines to be aware of. I wrote it from the heart, in a way I would want my own company portrayed. And indeed on the evening of the award dinner, I felt my stomach churning and heart pumping as if it were me up for the award. And when the submission was read out, and the winner announced, I felt that I too was a winner.
A really enjoyable and rewarding piece of writing. Thank you to Darrell Smith for the opportunity to be involved in his success.
Customer Focus Award
Outstanding. Fabulous. Responsive. Honest. Excellent.
Five words used by customers in reviews to describe and reflect the five-star service they receive from Archway Carpets.
One customer, Jane, has been purchasing flooring from Archway for 30 years. With customer retention of that length no words are really needed but just in case you are in doubt, Jane is happy to explain why: “It’s the extra service that makes all the difference. Darrell ordered us some samples so we could have them at home whilst we were deciding what to go for. It was a great help having samples to take to out with us when choosing curtains and paint, and made all the difference to how our room turned out”.
The culture of putting the customer first starts at first contact. Darrell and Graham are always there with a smile, and nothing is too much trouble. Two of the Facebook reviews actually comment on the fact that Darrell has advised NOT to purchase new flooring and that a clean will give the customer the result they want. Not many businesses would be so honest and genuine with their advice and customer care approach.
Whilst Darrell and Graham are the first to meet the customer and enter their home, there is a team of fitters who are then responsible on the day. It is vital that the approach to customer service is consistent, and doesn’t stop once the order is made. Alison, the manager at Basepoint, uses Archway for all the flooring at Basepoint. She explains “The fitters are friendly and professional. They always arrive on time and are clean and tidy with their work. When we had very short notice to replace a meeting room carpet, Darrell’s team responded and worked to meet our needs. If I had to use one word to describe Archway’s customer service, it would be outstanding.”
All the fitters have a formal contract of work including the customer care standards that are required, and Darrell will follow up with a telephone call following the fitting to check that the customer is happy, not only with the product but with the service received by the fitters.
Archway’s commitment to customer service doesn’t stop there. The team acknowledges that it is important to always strive to be the best in customer service and to ensure the focus remains on the customer. To that end, the team are being trained to be “Dementia Friendly” with the Ipswich Dementia Group: a fantastic benefit for those worried about tradesmen entering their homes, or having to cope with a partner who may be displaying signs of dementia.
Purchasing a new carpet is a major investment and customers’ need to have confidence that the product is the right one for their needs. Darrell is one of only a few wool specialists in East Anglia after completing a qualification as a “wool retailer”.
Having professional advice that can be trusted makes all the difference to customers, whether purchasing a bespoke wool carpet, or a basic range carpet. Catherine, a regular customer said; “As a landlord, I need to know that the carpets are going to be hardwearing. I want my tenants to be comfortable but my budget to be controlled. I can rely on Darrell to recommend what product to use, arrange the fitting to suit the tenant and everyone is happy. It’s brilliant to be confident I can leave it in Darrell’s hands and I know I will receive the service I need. One word to describe Archway’s service? Exemplary”.
Archway Carpets always put the customer first, exceeding expectations.
