Today we dive deep into the art of evolving the customer experience for your business to attract more customers. Our guest this week is Steve Hennigh, the owner of Good Clean Fun, based in Cayucos, California. Let’s explore how Steve transformed his passion for surfing into a thriving business by focusing on enhancing the customer experience and journey.
A Lifestyle Business Born from Passion
Steve Hennigh is no stranger to the ocean. Born and raised in Long Beach, California, Steve’s life always revolved around the waves. His journey began with making surfboards in his early years, eventually leading him to Cayucos, California. Here, he found a lifestyle business and combined his love for the ocean with his entrepreneurial spirit.
The Humble Beginnings
In the early days, Steve’s business was a simple surf shop in Morro Bay. The rent was low, the overhead minimal, and the shop operated on a relaxed schedule. Steve recalls, “The rent was $100 a month, and my first phone was a pay phone in the back room. Incoming calls were free, and outgoing calls cost a dime. The ‘Gone Surfing’ sign was up pretty much all the time.”
Evolution Through Customer Experience
One of the key elements setting Good Clean Fun apart is its focus on the customer experience and journey. Steve discovered introducing customers to new sports such as surfing and kayaking created lasting impressions. By offering surf lessons and kayaking excursions, Steve ensures customers have memorable first experiences, which often turns them into lifelong patrons. Even if a customer is not from a place with easy ocean access and may never hop on a board or in a kayak again, it’s still important they have a good, fun, and memorable first experience.
Responding to Customer Demands
Initially, there was no grand plan for Good Clean Fun. The business evolved organically, responding to customer demands. Steve noticed an increasing interest in surfing and kayaking lessons. He recalls, “People came to us early on asking for surf lessons, and we went, ‘Sure, we do.’ The demand created our supply.”
This responsiveness to customer needs is a cornerstone of Good Clean Fun’s success. Whether it’s providing equipment, offering lessons, or expanding into new product lines, like bait and tackle for fishing enthusiasts, Steve’s business model is built on meeting customer expectations.
Creating a Unique Brand
To stand out from the competition, Steve focused on building a unique brand. Good Clean Fun does not carry the big surf brands you might find in other stores. Instead, they offer their own trademarked clothing and products, enhancing their brand identity and providing better profit margins.
Steve shares how he trademarked both the name “Good Clean Fun” and the phrase “Hooked on Fun.” They privately label their own clothing so nobody else can copy it.
Enhancing the Customer Journey
The location of Good Clean Fun also plays a crucial role in the customer journey. Situated at the base of a pier, customers can walk right out onto the beach from the back door. This prime location allows Steve to offer an immersive experience, from renting kayaks to providing surfboards and fishing tackle.
Steve’s commitment to a positive customer experience extends beyond the initial interaction. He and his team continuously adapt and improve their offerings to ensure customers keep coming back. This dedication results in a loyal customer base and sustained business growth.
Advice for Fellow Business Owners
Steve’s journey from surfer-dude to successful business owner is filled with valuable lessons. For business owners struggling in today’s challenging climate, Steve offers this advice:
- Know Your Product: Be an expert in what you offer.
- Show Up: Consistency is key to building trust with your customers.
- Maintain a Positive Attitude: Positivity can help you navigate through tough times.
- Be Friendly and Approachable: Good customer service can set you apart from competitors.
Conclusion
Steve Haney’s story is a testament to the power of enhancing the customer experience and journey. By focusing on customer needs, creating a unique brand, and continuously adapting to market demands, Good Clean Fun is e a beloved fixture in the community. As Steve says, “If you’re really solid on your business, it’ll happen.”
Thank you for joining us on the Small Business Celebration blog. We hope Steve’s insights inspire you to enhance your customer experience and take your business to new heights! Feel free to message us any questions you have and check out Steve’s video below for the whole interview!
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Reach out to our guest’s website: Good Clean Fun