Self-storage operator StorageMart has generated more than 1,100 customer reviews this year. Now, StorageMart is getting a positive review from the Better Business Bureau (BBB).
Columbia, MO-based StorageMart is among 10 businesses and two charities that will receive TORCH awards in October from the BBB serving eastern Missouri and southern Illinois. The awards recognize the commitment of businesses and charities “to customer service through exceptional standards for ethical business practices,” according to a StorageMart news release.
Sarah Little, a spokeswoman for StorageMart, said company President Cris Burnam has created a culture of customer service by putting a focus on customer reviews. “He’s motivated the staff and empowered them to go out of their way for the customer,” Little said.
StorageMart’s marketing team monitors reviews and sends each one to facility managers, regional managers and vice presidents, she said. Burnam is copied on every review that’s forwarded. “Cris reads them every day from wherever he is, many times from his mobile phone,” Little said.
The Positive and the Negative
To solicit customer feedback, StorageMart educates managers at its nearly 150 facilities about the importance of delivering great service and, subsequently, garnering great reviews, she said.
“Positive reviews have to be driven by customer service that was outstanding enough to move someone to take the time to write a review,” Little said. “The negative reviews generate themselves, and we are happy to receive the feedback and appreciate the opportunity to correct things.”
As quickly as possible, StorageMart tries to resolve every issue brought up in a negative review, Little said.
“Negative reviews are important because it’s our opportunity to win over a dissatisfied customer, and the majority of our negative reviews have a happy ending,” she said. “In many cases, customers with an issue to resolve can become your biggest fan when you take the time to earn their trust.”
StorageMart responds to positive reviews as well. For instance, when a customer compliments a manager, the company doles out the praise, Little said. StorageMart even will send flowers or chocolates to an employee who’s gone above and beyond to help a customer. StorageMart posts positive reviews on its internal dashboard for everyone to read, she said.
“We use reviews as a learning tool, to grow and improve,” Little said.
To read about the pros and cons of BBB certification for self-storage facilities, visit blog.selfstorage.com/self-storage-marketing/bbb-accreditation-for-storage-facilities-4541.