Crystal City Framing is a successful small business in an area outside of Washington, D.C. in the United States. Paul and his assistant, Joe, have a loyal client base. Although there has been an economic downturn and the closure of many small businesses, Crystal City Framing continues to thrive. What is the secret of their success? For them, it’s superior customer service.
Three essential components to achieving and maintaining excellent customer service to grow a business are:
smiling
He listens
He remembers
Paul and Joe offer these and more. Although his shop is dedicated to framing certificates, maps, photos and art, Paul also stocks artwork from local artists. My first purchase was an oil painting I saw in their shop window upon moving to the area. I enjoyed the painting so much that every time I walked by the store, I couldn’t imagine living without it. So, I bought the board to take home and enjoy it every day. It hangs in my dining room, and I smile every time I see it.
I expected Joe to wrap it around, and since it’s heavy, I expected a small handle so I could hold it more easily than keep holding onto the frame. What I didn’t expect was that Paul offered to go around the table and then carry the painting up to my apartment and hang it on the wall for me. I live close to the store, so haven’t been out of the store for quite a while, but that extra effort has been excellent for someone new in town.
There are several tire shops in our area, many of which are even close to Paul’s business. But after receiving excellent service from him, I returned to his shop for my next framing project. Joe did a great job with the mats and framing. Since I’m a “neighbor” now, Paul gave me 10% off my purchase. He also gives me 20% off for every new customer I bring in. What a great way to honor referrals for new business!
I take all of my framing projects, both personal and professional, over to Paul. I often had to bring a framed certificate to a second engraving shop. I once mentioned this to Paul by saying I needed the testimony by a certain time so I could get it up for debate. Before long, a sign appeared in Paul’s shop that read, “Inscription shown here.” How nice to be able to leave the project for framing and complete the engraving too. In addition, Paul will also arrange for anything to be shipped if the customer wants that service as well.
Again I took a marble watch to Paul for a new engraving. He took it upon himself to take it to the watch store down the street to have the pens and pen sockets replaced for me. Did you pay for overtime? naturally; But the point is, I never considered getting new pens and pencil sockets. Paul continues to add value to his customers.
My best story is about Paul’s shipping service. In our area, people often move in and out. A man went into several stores and said, “I want to buy some art, and when I’m done here I want you to ship it home for me.” Everyone directs him to the UPS store down the block, everyone but Paul. Paul said, “If you buy art from me, I’ll take it to your apartment and hang it for you; and when you’re ready to move in, I’ll come and get it and roll it up and ship it to you, too.”
Because of this, Paul has increased his revenue and profits from sales that he might not have achieved without providing such great customer service. In addition, he has created a good reputation for himself. As is often the case with happy and satisfied customers, tell their friends and family. By offering this additional service, Paul continues to grow his customer base and his business continues to thrive.
Paul is a real businessman. He keeps his eyes open for ways to increase his business by offering his clients new services that they need and by offering them services that make their day easier. Paul finds ways to provide things to his customers that other similar companies do not. And just as importantly, it provides her with an authenticity and gentleness that are always welcome in any work.
So, look around what you offer to customers. Keep looking at:
How can you make life easier for the customer?
What do customers need?
What are the value-added services that can be provided to customers?
What do customers want that you are not providing now?
How can you improve referrals from your clients?
What is the new product or service that you can offer?
The best way to retain customers and get new referrals is to show kindness and go the extra step of treating everyone like a close neighbor!
*Names have been changed
