When Ken Goodrich purchased Goettl Air Conditioning in 2013 he was walking into a potential disaster. The once customer oriented company which customers loved had fallen into hard and difficult times.
Goettl Air Conditioning had been established in 1932 by the two brothers Adam and Gust Goettl. They introduced refrigerated air conditioning and evaporative coolers to the dry and arid communities of the southwest, essentially changing people’s lives for the better.
The company ethic of fantastic customer service had gone by the wayside when a large national management company purchased Goettl in the nineties. Goodrich saw that the larger company’s focus was more on the bottom line and the money than it was to the customers.
Goodrich had spent the majority of his business career on the resurrection of failing companies and he quickly saw that profits were down and customer frustration was at an all-time high. Employees weren’t too happy either because they were at odds with attempting to keep customers happy with the limited support.
Goodrich immediately went into action and scheduled visits with customers and employees to reassure them that things were about to change. He put into place a 100 percent satisfaction guarantee on all products, services, and parts – everything so that people could again have confidence in the Goettl Brand.
The bar was also raised as far as customer interactions that were brought to a higher level. Customers fell in love with the Goettl Maintenace Program where for just $12 per month they got free annual inspections for their air and heating units, emergency service no matter the season, and discounts on parts and service.
As noted by BizJournals, a significant move was made in the acquisition of Walton Heating and Air in Southern California. Goettl had been big in the Phoenix, Tucson and Las Vegas markets, and now Southern California opened up a new market. Goettl had always emphasized the residential markets while Walton’s had been big in the commercial HVAC markets.
Now the strengths of each company complemented the other. Todd Longbrake, the former owner of Walton’s stated that he had done all that he possibly could to grow the company, but he had reached the peak of what could be done. After the acquisition the Southern California branch grew ten times as large.
Goodrich kept Longbrake on as company Sales Manager and field supervisor. Joining forces was the best strategy for both companies and customer satisfaction is at an all-time level of excellence. Follow him on Twitter for more