Executive Decisions: Notes from the Chamber Executive

What 'Business of the Year' can mean for your Company: the T-Life experience
...from the February 2012 e-Newsletter
by Allan Kane, Secretary

Marketing your own company or franchise can be a difficult task, particularly for small operations. But what impact can external recognition have for the success of your business? The Chamber of Commerce speaks to Ben Birrell at T-Life Whyalla about the outcomes from receiving the 2011 Business of the Year award.



Ben Birrell is remarkably candid when asked about the ethos which underpins the business activities of him and his business partner, David Whetstone. The licensee and director of the T-Life Whyalla store confirms that to deliver a successful business then a commitment to delivering excellent customer service must underpin the roles of management and staff.

"Our mission statement is ‘success in communication, through our people, and taking the time to listen’”, Ben stated.

"We aim to be the market leader in the region and strive to set new benchmarks amongst other licensed Telstra stores nationally. As communication is our business, we must also communicate effectively. Communication is the catalyst for developing and sustaining our rapport with the customer base.”

Having commenced operations in October 2009, T-life is now in its third year of operation. The business has developed into an iconic business within the City Plaza precinct, and is well-recognised throughout the region.

"We chose the City Plaza as it was in the heart of the business district, with major banks, real estate and other retail outlets. As we offer whole-of-business solutions for our customers, we needed a location that allowed us plenty of floor space room and an ability to expand should the opportunity eventuate.”

In 2010, Ben and David were exposed to the Chamber of Commerce and Industry Business of the Year Awards and could see how winning such an award would demonstrate that they were achieving their business objectives and validate the disciplined and tireless efforts of their staff.

They set out on a journey to achieve this recognition.

A year or so later and Ben, David and staff were in attendance at the 2011 Awards ceremony. By the end of the night, they walked away with the recognition that their young but fertile business deserved. Not to forget a sparkling trophy.



Ben reflects, "Winning the initial Business of the Month award was a great honor for us [the directors]. It told us that our customers are happy with the products and service we deliver”.

"Being announced as the 2011 Business of the Year was a great reward for our team. It reinforced the message that the effort our staff put in every day is recognized and appreciated. Our industry can be tough and it takes a special person to do what our team does on a daily basis. It was a just reward for them".

Initiatives such as Business of the Year can be an important method to evaluate how successfully you are running your business. Even without being the ultimate winner of the award, receiving a monthly award or even being nominated can be used as an important indicator of those aspects of your business that you are doing right and for which your customers are grateful.

Take heart in the fact that it is easy for people to complain but it takes greater effort for a customer to praise. For a customer to take their time and resources to nominate your business your approach to customer service and satisfaction must be in the right place.

As with many businesses, T-Life can use the traditional bottom-line assessment to judge the success of their operations. Being a licensee with a larger organisation can offer benefits to assist in determining whether your service delivery is on track.

"We are lucky that Telstra invest heavily in a Customer Transaction Survey. Telstra randomly call customers connecting with us on a daily basis to gauge the experience our business delivered. These results are communicated to us on a weekly basis. It is a very valuable assessment tool”.

On top of the recognition, the Business of the Year Award can deliver greater benefits to your bottom line.

"Following our success at the Awards night, it was evident we had an immediate uplift in foot traffic and sales for the month of October.”

While winning the Business of the Year Award may not change how you operate your business, it does confirm you are connecting with your customer base, and provides an impetus to continue evolving and meeting the client’s expectations.

"Our operational focus has and always will be customer service and ensuring a good experience with your telecommunications package. Being Business of the Year reflects that. And while we must always change and revitalise our marketing, we have incorporated our success with this award into our media campaigns".

Overall, a range of benefits and outcomes can be realized by being involved in the Business of the Month and Business of the Year awards. Before the interview with Ben ended, he was asked what the most important outcomes of the 2011 awards were for the business.

"Importantly for us, receiving the award solidified the message we have been broadcasting to the community, that we do care about customer service and giving back to the community.”

"The award has meant a lot us and our staff. There needs to be as much hype about this award that can be mustered. It is our belief the winner of this award is at the pinnacle of the Whyalla business community.”

For T-Life Whyalla, business rolls on and continues to develop. They won't be resting on their past success but will learn from those experiences to continue providing the Whyalla community with a comprehensive and committed service.