ServiceWorks helps businesses learn how they can improve

Constructive criticism has always been a strength for Lara Hobson. Her husband once remarked on her detailed critique of businesses and restaurants they went to together and wondered if she could turn it to good use. Now she's found a way to use that skill to help local businesses.

 

Her Portage-based business, ServiceWorks, is rooted in part in Hobson's subsequent experience working for a national company, visiting restaurants to rate and report on the service and other aspects of the operation without letting the staff know she was there.

 

It's known as being a mystery shopper, though Hobson doesn't like that term as it has developed a negative connotation for some who see it as clandestine.

 

Hobson liked the work enough though to consider starting her own business working with local restaurants and other types of businesses. She was encouraged by a friend starting a business as a life coach who got coaching experience working with Hobson and helping her formulate her business plans. 

 

Two-and-a-half-years later, ServiceWorks, provides evaluations of such things as cleanliness, transaction time, telephone procedures, ID Verification and other aspects of the business the owner would like to see reviewed. 

 

Hobson has a group of 125 independent contractors who visit local businesses. She works closely with those she sends out as anonymous evaluators to make sure they understand they are to be 100 percent discreet; they can't make themselves known to the staff in any way. The evaluation must be objective and is to be based on the current visit not prior experience with the establishment. She preps them on what is to be reviewed, and emphasizes that reports must be filed promptly. 

 

Writing skills are a must for those she contracts with since the comments portions of the report are critical to the business owner. Reports are returned to the client within 48 hours of the visit.

 

Many of her clients use the service monthly so that they can be aware immediately if any part of the business is not performing as expected. 

 

"I have one business who always gets high ratings every time we send someone out," Hobson says. "But he has us come back every month because he wants to know and catch it quickly if he is slipping. That attention to detail shows, too. He's doing great business." 

 

Another way businesses can use the evaluations is to find out if staff is successfully using techniques to introduce customers to options that would encourage them to buy more or higher priced goods or services. 

 

Since its start in 2010, ServiceWorks has more than doubled its business and Hobson has big goals for the company. The MBA grad from Western Michigan University hopes to see it grow regionally and nationally in years to come. 

 

Hobson notes the name of her business is something of a nod to her father's company, Service Electric. He set very high expectations for those who worked for him and the customer was always number one. From him she learned that service to customers works in bringing in repeat business.

 

"People will frequent a place when they are treated well," Hobson says. "If someone calls them by name they are going to go back."