Carrying On For Lex, Thank You, Very Much
By following the basic philosophy of the company founder — customer service and common courtesy — Scott Williams keeps Lex Brodie’s No. 1 in tire sales
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Lex’s successor flexes his tires
better serve customers.”
Customer service is a mantra of the corporate culture, and has been since Brodie started as a Chevron franchisee 48 years ago. Customer satisfaction is constantly monitored today by Williams and customer surveys.
“Most of the responses are very positive,” Williams says, “but when we get a negative one, we do all we can to address the situation and regain the customer’s loyalty.”
If one doubts the sincerity of that promise, they have only to look at the eight-foot poster that’s displayed at the cashier station. It is the Customer Bill of Rights, co-authored by Brodie and Williams.
Ten service standards are promised to each customer and executed as a daily mission by employees. One states, “Lex Brodie’s employees will never recommend any product or service you do not need.“Another promises, “All Lex Brodie’s employees will treat your car like it was their own.”
If a company delivers on its credo consistently, it builds a loyal following.
For the past four years, Lex Brodie has been voted “Hawaii’s Best” tire store by the readers of MidWeek and the Honolulu Star-Bulletin. It also is the first AAA-approved facility in the state with a 99 percent customer satisfaction rating for mechanical service.
“Meeting AAA’s high standards is no easy feat,” Williams says. “They are meticulous.”
William’s competitive nature and desire to always be better than the next guy won’t let the company rest on its laurels.
“It’s like the Super Bowl,” Williams says, “it’s hard to repeat.”
Scoring in business depends on having employees with the right attitude, Williams claims. He recognizes that being a tire changer or gas attendant is not everyone’s first choice of a job. But motivating workers to develop their service skills and potential is key to success.
“We’ve gone through a lot of one-day wonders,” Williams says. “We’d rather be short-handed than hire someone with a bad attitude.”
The company and Williams are in a constant state of learning and improving. Now that he’s in management, Williams wants to lead by example.
“I’m never going to be complacent and arrogant,” he says. “I believe that if you really want something and work for it, you’re going to get it.”
There are simple rules to follow, according to Williams.
* Don’t burn bridges. * Work harder than the next guy. * Take advantage of lucky breaks.
* Don’t self-destruct (through irresponsible behavior such as using drugs and alcohol).
Having good people skills and not being confrontational - “kill them with kindness” - have worked well in his personal and professional life.
“I started at the bottom, in a hard-luck position, and made it to having a stable life,” he says. “If I can do it, others can too.”
It’s a message Williams takes to students on behalf of the “Thank You Very Much” foundation. The non-profit organization supports educational endeavors and awards children for writing letters thanking someone influential in their life.
Williams is always amazed at the stories he reads in these letters from children in grades 4-12. It reassures him that the future is in good hands with Hawaii’s upcoming generations.
Like well-maintained tires, the company wants to roll on and drive confidently into the future. Along the way, there might be bumps, but Williams is accustomed to checking pressure and making the necessary adjustments to continue safely down the road.
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