Last month we randomly surveyed over 500 Brighter Image customers. Many thanks to you who participated in the survey. The primary goal of the survey was to find out what our users wanted to see improved in Brighter Image, and in our service in the future. I'm happy to say we received a wealth of feedback that we're already pouring into our development efforts to make Brighter Image better than ever.

When we asked their over-all satisfaction level with the Brighter Image Professional Teeth Whitening System, the answer was overwhelmingly positive: 94.4% answered satisfied, very satisfied, or extremely satisfied with Brighter Image. In fact, the large majority (66.3%) were in the VERY to EXTREMELY satisfied categories.

I think the positive response can be attributed not only to a top-notch product, but to an excellent tech support team. I'm truly blessed with a great staff of people working for me, so I'd like to give them a big pat on the back (..pat..pat..pat).

Our relatively small group normally turns around all e-mails in 24 hours or less even though we receive over 1,000 messages a month. (Sometimes we take a bit longer when the 1,000's of newsletters go out, but our goal is to respond to every message as quickly as we can). I've even caught them giving a correct answer or two on occasion :-)

Luckily, our customers appreciate them too: 95.5% said they were satisfied to extremely satisfied with Brighter Image customer service.

We continue to place a major emphasis customer care since that's the way I've always ran my business. Nothing irritates me more than to call a company, be put on hold for 20 minutes, only to be told I have to leave a voice mail just to get a simple answer. I also hate companies that make you fill out a 20 question form just to send them an e-mail that you only have a 50% chance of them responding to. Am I alone in this frustration?

All I can say is if you ever start your own business, be different than the rest. Don't cut any corners when it comes to customer service. Treat your customers right. Train and equip your sales and support people to give decent, and timely answers to questions. Listen to their questions. Then try to improve your Web site and products when possible so people won't have to ask the question in the first place.

One interesting note from the survey: Although 94.4% were pleased with their Brighter Image purchase, only 93.2% would recommend us to a friend. Apparently 1.2% like us so much, they don't want to chance their friends and co-workers finding out  how they got such a bright smile <grin>.

Despite these very encouraging numbers, we still feel we have room for improvement. After-all, that's why we conducted the survey in the first place. The year 2003 holds great things for Brighter Image users, so stay-tuned, and thank you for your loyal support!

Bill Watson, Brighter Image