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John
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John
Herb |
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When
you think of a “call center,” you might envision a telemarketing firm, a
clothing supplier, or even an insurance company. But, one Cincinnati florist has
developed a state-of-the art call center that is enabling his family-owned,
agricultural business to hold its own during a tough economy.
Background.
Jack Herb Florist is a fourth-generation business in Cincinnati, which started
by serving walk-in customers at the company’s greenhouses. The company, now
owned and operated by John Herb, was founded in 1878 as Peter Herb and Sons by
John’s great-grandfather. John joined the business full-time in 1977, after
graduating from Xavier University in marketing, auditing floriculture classes at
The Ohio State University, and studying design at the Hixson School of Floral
Design in Cleveland. John’s father sold him the business 10 years ago, and
he’s been investing in upgrades ever since. “My dad was progressive in his
day; I’ve taken it another notch,” Herb said.
Change
is Progress.
Several years ago, Herb needed to make the company’s phone system Y2K
compliant. And, it was no easy task to manage three locations: one that
maintains the main office, a silk flower area, flower processing area, large
cooler, design tables for about six designers, garden planter area, control room
(for handling orders), and inventory, and two retail sales locations. To cope,
Herb opted for a brand-new type of computer-based phone system that uses
voice-over IP technology. Now, all of his order takers are connected by computer
and phone to the main location and to each other via cable. Employees log on and
off via their own computer, whether it sits on their desk at the office or at
home. Herb can also sign on and see who is on the system and when. On any given
day, two to three people in the main office take calls, two other employees
answer from their homes, and the retail store employees take calls. They answer
in call groups – the first person to answer the phone takes the order. Orders
are entered into one main database, tracked through the design process, and then
scheduled for delivery.
Benefits
to the Business and Employees.
Internally, the new computer system works well for Herb. He can track individual
productivity, analyze all calls for a variety of factors, and offer some
employees the opportunity to work from home. Rather than intimidating employees,
Herb said the improved accountability and order processing has been a good
change. His employee turnover has reduced in the last three years.
Benefit
to the Business Community.
Herb also believes in sharing what he’s learned. He has recorded a local
television spot as a testimonial for Time-Warner (his high-speed Internet
provider) highlighting his success with this centralized order system supported
by the new computer and cable technology. The spot runs several times a day in
the Cincinnati area – reaching other businesses that could use the technology,
and Herb’s potential customers.
Business
is Booming.
Herb has three to five of his own delivery drivers and sometimes uses a local
delivery pool to deliver 75 to 120 orders per day and 700 to 900 per day around
the holidays. About 30 percent of his orders are sympathy arrangements, 30
percent are holiday, and a small number are weddings. Jack Herb Florist also
specializes in gift baskets, which are marketed through a number of the
company’s web sites.
Business
Philosophy.
Regardless of what’s wrong with an order, make it right. Herb believes that
service and quality are important, but he also believes affordability impacts a
person’s decision to purchase flowers. John continually searches for
innovative ways to control costs to pass savings along to his customers.
Thanks
to OFA – an Association of Floriculture Professionals – for contributing
this article. John Herb is a board and committee member of OFA, which supports
and promotes lifelong learning, career enhancement, and public awareness for
floriculture professionals.