When it comes to success, it’s all about striving for the “Five-Star Experience” at Tyler, Texas-based AVCO Roofing.
That’s according to Owner Heath Hicks, who's steered AVCO to year-over-year growth of as much as 400 percent recently. With hopes to see others in the roofing industry reach similar heights, Hicks shared some of his keys to success.
He said the approach, in essence, is to work backward from the “ultimate” positive experience for the customer.
“What is the best thing for (the customer)? What is it they are going to enjoy the most? What’s the thing they’re going to remember? What’s going to help them feel like they got the most value?” Hicks said.
Hicks used one example: nails being found in a yard after completing an otherwise beautiful job — something he said can be easy to overlook.
To cope, AVCO developed a system called The Catch-All to essentially catch small debris and keep it from reaching the ground.
“That really was birthed out of our desire to solve that problem so that our customers can have a great experience without having regret,” Hicks said.
Hicks also spoke on the importance of owners reinvesting in their companies — and people — instead of banking the highest possible profit.
He stressed the importance of having the right culture in place for employees, as well as offering them high levels of support. By example, Hicks said AVCO typically offers higher-than-average earning potential, and even takes employees on an all-expenses-paid annual retreat.
“I don’t want to rehire, I don’t want to retrain,” Hicks said. “I want the same people to be with me.”