Smile: It’s a vital part of ‘business excellence’

By Tony Ku

The Tempe Chamber of Commerce is looking for you.

That’s the message the chamber wants to get out to small business owners as it begins its search for recipients of the 2003 Tempe Chamber of Commerce Business Excellence Award.

The award honors businesses that demonstrate a record of business success and growth, community involvement and leadership, dedication to their employees and commitment to customer service.

All of  these qualities, it turns out, are demonstrated by the Longfellow Practice, a 30-year-old pediatric dentistry firm and previous award winner.

“(The award) validated our business,” said CEO Joyce Longfellow. “You join an elite group of people and it encourages you to keep doing what elevated you to that status.”

The process on the road to winning the award isn’t easy, however, says Longfellow.

After nominations, potential recipients must undergo a set of interviews in which a committee visits the business premises and evaluates it on areas such as employee productivity and contribution to the community.

Some of the benchmarks at which the Longfellow practice has excelled include customer service, she says.

“We treat everyone who comes into our office like they are the most wonderful people in the world. “With the dehumanization of the entire health care industry, it’s nice to go somewhere where you matter.”

The award was originally created not just to showcase excellence in business but to provide companies with more recognition, helping them to become more marketable in their community.

Though the award was designed for that purpose, Longfellow said she hasn’t seen a huge jump in the number of clientele.

“People don’t walk in the door and say ‘I’m here because of the award you won,’” she said. “What the award has done is motivate us to continue to maintain high standards for our customers.”

The success of the Longfellow Practice wasn’t just about its dedication to top level customer service, it was also about providing state-of-the-art dentistry.

“Compared to 30 years ago when there was no competition, we must now always be thinking of why people should choose us,” she said.

This year’s nomination deadline is Oct. 1, and the award will be presented during a breakfast Nov. 14.

Information: (480) 967-7891.

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