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iCON winners respond to
customer needs
Written by Shirley Lichti for The Record,
April 21, 2004
I was recently invited to be a judge for
the icon Retailer Awards. The process yielded fascinating insights
into the winners, who pay attention to the details, which adds up
to the ultimate service difference.
Sponsored by the icon Sales and Marketing
Club, the awards recognize local companies that provide exceptional
products and services in three categories: restaurant, retail and
service businesses. The winners were announced on Monday night at
the Awards Gala. (see bottom for gold, silver and bronze winners
in each category)
This year's quest for the best began with
the club soliciting nominations from the community. All nominees
underwent rigorous screening and preliminary mystery shopping. Six
finalists in each category advanced to a second round of scrutiny
and yet more mystery shopping by a panel of nine judges.
One judge was a winner in last year's competition.
Other judges included people who work in sales training, marketing
consulting, customer service training, commercial printing, insurance,
and a woman who describes herself as a self-professed shopaholic.
Someone listening in on our judging process
would have heard how winners take the time to understand customer
needs, respond appropriately and deliver high levels of service.
Here's a glimpse into some of our musings.
Restaurant Category
Although the judges came from many different walks of life, we unanimously
agreed that consistency was a key criterion as we evaluated the
finalists. Our discussion of winning restaurants focused on how
Blackshop, Solé and Charcoal Steak House not only meet, but consistently
exceed client expectations.
Our judges agreed that the food, atmosphere
and service were outstanding at all three restaurants.
We commiserated about how waiters at the
winning restaurants are extraordinarily well trained and deliver
flawlessly. We're not quite sure just how they do it (maybe they
take courses in mind reading) but they intuitively seem to know
when you need them and when you want to be left alone.
I know I threw every curve ball I could think
of at the Solé wait staff and was impressed with the depth of the
knowledge - and wowed that not one person ever missed a beat.
This wasn't the case with every restaurant
on the list of finalists. One received low ratings by all judges,
who cited poor service in spite of the restaurant not being particularly
busy.
Retail Business Category
The retail category winners covered a broad range of outlets that
in all cases offered a variety of merchandise that was exceptionally
well presented. It was clear that staff members, in addition to
being friendly and welcoming, loved their jobs.
More than one judge relayed stories of retail
staff making an effort to go the extra mile. One judge, for example,
asked about having a rare hockey stick framed at Gallery on the
Grand, a fine art gallery. He came away with the impression that
the person waiting on him was as excited about this special project
as he was.
Several judges expressed their surprise with
the merchandising prowess of Elmira Farm Service, a farm implement
dealership, and exclaimed they would be going back. One said she
planned to buy Christmas gifts for her grandchild from the line
of farm-related toys the retailer carries.
An enthusiastic and knowledgeable clerk at
Knar Jewellery told me she moved to Waterloo from Vancouver because
she wanted the opportunity "to work for the best". Much as I like
this city, I can't fathom anyone leaving "Lotusland" for Waterloo!
Now that's commitment.
As for retailers who didn't make the winner's
circle, our mystery shoppers were sometimes left scratching their
heads. More than once we were ignored by staff who sat looking bored
behind counters instead of being out on the floor talking to customers.
Service Business Category
Of all the categories, services presented the fiercest competition,
with final scores being extremely close. This should not be too
surprising - with no product to sell, creating a positive experience
for customers is paramount for services businesses.
As we began our discussion, one judge exclaimed
he didn't like Straight Street Event Services, a company that provides
creative events design. There was an audible gasp as another judge
who also mystery shopped this company wondered out loud if perhaps
she had missed something in her review. The first judge then went
on to say, "I don't like this company - I LOVE this company!"
He wasn't the only one. Everyone who mystery
shopped Straight Street was impressed with its depth of knowledge
and commitment to creating the perfect event.
It's tough to mystery shop an automotive
repair service if nothing's wrong with your car. So judges tested
the mettle of staff at Downtown Auto Centre by concocting some pretty
strange requests. But the testing didn't end there. Existing customers
were also polled for their insights. All gave the company rave reviews.
As a mystery shopper at Popeye's Gym & Fitness,
I was given a 21-day trial pass. The facilities are bright, clean
and well-equipped. Staff members are knowledgeable and seem to genuinely
care about helping you achieve your fitness goals. In addition to
using Popeye's weight room, I tried several fitness classes and
was very impressed to see Sherry Hodgson, one of the owners, participating.
I can't think of a better way to understand your customer's needs
and wants or ensure you are meeting them!
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2004 icon Retailer
Awards Winners
Restaurants
Gold - Blackshop Restaurant, 20 Hobson Street, Cambridge
Silver - Solé Restaurant and Wine Bar, 83 Erb Street
West, Waterloo
Bronze - Charcoal Steak House, 2980 King Street East, Kitchener
Retailers
Gold - Gallery on the Grand, 220 King St. N., Waterloo
Silver - Elmira Farm Service, 122 Church St. West, Elmira
Bronze - Knar Jewellery, 80 King St. S., Waterloo
Service Businesses
Gold - Straight Street Event Services, 13-65 Trillium Park
Place, Kitchener
Silver - Downtown Auto Centre, 24 Gaukel Street, Kitchener
Bronze - Popeye's Gym & Fitness, 777 Weber St. E., Kitchener
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