In the world of floral business, customer satisfaction isn’t just a bonus—it’s the lifeblood that keeps everything blooming. From birthdays and weddings to celebrations and condolences, flowers are often an expression of emotion, meaning that the customer experience surrounding them is crucial.
Danny Sanchez, a seasoned florist with 17 years of experience, understands this principle like the back of his hand. As the co-founder of South Florals Group, Danny has not only spoken about the importance of customer satisfaction but has also woven it into the very fabric of his business.
But what does customer satisfaction actually mean in the floral industry?
It’s more than just a smile when the customer walks through the door or a polite exchange over the phone. Danny emphasizes a deeper level of commitment, one that revolves around being thoroughly customer-focused. It’s about understanding the customer’s needs, preferences, and emotions and tailoring the floral experience to match.
Follow-up is another cornerstone of great customer service, according to Danny. It’s not enough to simply complete a transaction and move on. Rather, it’s about checking in with the customer to ensure that their expectations were met and addressing any concerns or feedback they may have. This proactive approach not only fosters loyalty but also provides valuable insights for improving service in the future.
Equally important is the principle of not overpromising and under-delivering. In an industry where timing and quality are paramount, setting realistic expectations is key. Customers rely on florists to deliver on their promises, whether it’s a specific arrangement for a special occasion or the timely delivery of a surprise gift. By managing expectations from the outset, Danny justifies, florists can avoid disappointment and build trust with their customers.
However, even the best-laid plans can sometimes go awry. When faced with a customer problem or complaint, Danny believes in prioritizing resolution above all else. Whether it’s a wilting bouquet or a misunderstanding about an order, addressing the issue promptly and effectively is essential for maintaining customer satisfaction. This may involve offering a replacement, a refund, or simply a heartfelt apology, but the goal remains the same: ensuring that the customer leaves feeling valued and heard.
To empower your team to deliver on these principles, Danny advocates for giving them the autonomy to make decisions on the spot. In a fast-paced industry like floristry, there’s often no time to consult with higher-ups or wait for approval. By entrusting the staff to take action when necessary, Danny ensures that customer satisfaction is never compromised by bureaucracy or red tape.
At South Florals Group, Danny and his business partner, Sam Noriega, have made customer satisfaction their priority from day one. They understand that they’re not just in the business of selling flowers—they’re in the business of creating memorable experiences. It’s this commitment to service that has enabled South Florals Group to thrive for 17 years and counting, even amid challenges and competition.
In the past nine years alone, South Florals Group has seen remarkable growth, expanding to nine locations across Florida and acquiring several renowned names in the floral business along the way. From Pistils and Petals to Port Charlotte Florist and Boca Raton Florist, each acquisition has been guided by a shared commitment to excellence in customer satisfaction.
As Danny Sanchez aptly puts it, success in the floral industry isn’t just about petals and stems—it’s about people. By placing the customer first, florists not only boost their sales but develop a meaningful relationship with customers that guarantees lasting success. Adopting the principles based on Danny’s experience, florists can enjoy consistent growth in their business despite the odds and challenges.
Published by: Holy Minoza
