2002 Retail Excellence Awards
Just how serious does Crutchfield take customer service? Back in the late '80s and early '90s, Crutchfield said he was involved briefly in the sale of computers, but quickly got out of that enterprise, because he couldn't give his computer customers the same level of customer service he provided for his audio and video clients.
"It became financially impossible for us to provide the traditional level of Crutchfield services on the margins that existed in the computer business," Crutchfield said. "I was faced with a critical decision: scale back the level of services to make the business profitable, or get out of the business. Standing by my convictions, I decided to get out of the computer business. In the long run, scaling back the level of service would've damaged our overall franchise."
As the years have passed, Crutchfield said he has strived to constantly improve all aspects of the business he founded. Every minute detail of all of the company's operations is painstakingly analyzed with a keen eye trained on ways to enhance the already-outstanding customer service, he said. Fundamentally it's Crutchfield's own set of core values that are at play, but more importantly, it's his and his company's years of striving for absolute excellence and constant improvement, that have paid off in the long run.