Because my business partner and I are in the business of helping companies develop a high performance culture, we always keep an eye out for small businesses that exemplify extraordinary customer service.  You see, extraordinary customer service is one reference point of a high performance culture.

In my home town of Whittier I have not found many businesses that distinguish themselves in this way, so when I come across someone doing something extra special it stands out like a sore thumb.  Orchard’s is a small neighborhood grocer who is known for their meat, fish and deli counter.  Troy, one of the owners, employs young people who he personally trains and who are friendly, energetic and focused.  What I appreciate about Troy is that he treats each customer as if they were the only customer he had.  When I first started going to the store there was a wonderful protein bar that Whole Foods had carried and I had asked Troy if he could carry it as well.  Within two weeks it was in his store.  I have not had the same kind of responsiveness from the big boys (Vons, Albertsons etc.). 

They have an outdoor patio and about a year ago set up small tables outside in response to a few customer suggestions.  One customer asked Troy if they would consider having a grill outside so that people could purchase meat and have it cooked.  So Troy purchased a grill. I suggested that it would be really cool if they offered customers a service like the Whole Foods Market in Seattle; when a customer buys some meat or fish, the people who run the grill a few feet away can cook it to the customer’s desire and add a side for a modest price. Within a couple of months Troy added another grill, a smoker and a steamer.  On Saturdays it is becoming a tradition for people to hang out at the patio while Troy or one of his staff cooks their meat to order. 

I am on a new diet that requires me to have my last meal no later than 5:00p.m.  So, Troy and I set up an arrangement where I simply call the store at 4:00 p.m., order the fish and vegetable that I want, identify the time I would like it to be ready, and voila I show up at that time watching them take it off the grill, put on my plate, and then I proceed to have some of the best halibut I have ever had in my life with grilled asparagus.  Other customers have watched me order fish and now several people want to do what I have done.  Troy then acknowledged my role in helping him grow that part of his business and he waived the cost of the apples that I bought the other day.  I truly appreciate that Troy is always going the extra mile to create a memorable shopping experience for his customers.

There was a time last year when I had an unpleasant shopping experience with a new employee at the deli counter.  I explained the situation to Troy and within a couple of hours he addressed the situation, used my complaint as a training opportunity for that employee and expressed his gratitude for my feedback by offering me a free salad.  The employee subsequently apologized and used Troy’s coaching to become better at his job.  High performing companies have a feedback rich environment and can calibrate very quickly when breakdowns in service occur.

Troy treats everyone with respect and dignity.  There is a guy who has a handicap and rides a bike around Whittier waving to people all day long.  Troy has offered to let this man come by twice a day for meals.  Troy knows that even though he is broke, the guy does not feel comfortable with free handouts so Troy constructed a couple of small signs with the store phone number on it so this man can feel like he is doing a service to Troy by riding his bike around Whittier and serving as a advertiser for Orchard’s. There is even a table dedicated for “the Bike Rider” on the patio. 

In a world where most of us are quite cost conscious right now and buying things on the internet is many times more cost effective than driving to a store and paying retail, it is refreshing to run across a business that has put the service back into customer service.  It is kind of ironic:  Troy could charge me twice as much and I would gladly pay it.  When I experience a business environment where there is a great spirit, amazing service and the customer experience is the primary focus, I am glad to pay whatever they charge.  Of course, what they charge is very reasonable.

When I go somewhere and the service is amazing, I can’t wait to share it with my friends.  It’s like going to Disneyland for the first time.  Do you tell everyone how much it costs or do you share all about the neat rides you went on?  When I come back from a shopping experience and the service was just ordinary, I tell everyone about the great deal I got and how much money I saved. Whenever I talk about Orchard’s, price NEVER comes up in the conversation. 

I want to be like Troy and his wife when I grow up.