The Gun Cleaners: Taking aim at proactive customer feedback

A lifetime hunter and part-time firearm instructor for most of his adult life, Lenny Piazza knows a thing or two about shooting straight. So, after a 40-year career managing information technology systems for big companies like CitiBank, Verizon and HP, Lenny decided to be true to his passion and open a small business for gun lovers like him.

Born in Brooklyn, Lenny spent his formative years in Manhattan and Long Island before work took him westward to the Rocky Mountains. When he opened The Gun Cleaners in Colorado Springs, Colorado last year, Lenny’s business benefited from foot traffic generated by the store’s prime location between two big retailers — but he wanted more.

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Lenny knew he could attract more business by asking customers for feedback to improve the overall experience and generating more positive conversation about his company online. He used Womply to create a direct feedback channel with his customers, allowing him to address their needs personally and then ask them to share their experiences online to build buzz about his business.

“I’ve been able to maintain all five-star reviews on Google, so it’s had a very positive impact on the business,” Lenny says. “For my company, Google reviews have the biggest impact, so we focus a lot of attention on them.”

In effect, Lenny is simultaneously preventing bad online reviews from surfacing and encouraging happy customers to post good ones. This strategy pays dividends because 94% of consumers say they’ll consider using a business with at least a four-star rating on popular sites like Yelp, Facebook, Google and others. It also helps Lenny start a dialogue with customers so he can educate them on the value of his proprietary firearm maintenance systems and calibrate his methods when necessary.

Reach out to Lenny to hear more about his story and learn about his ultrasonic cleaning techniques. Womply’s small business software can help you engage with customers, improve your overall experience, and bolster your online reputation. Learn more, plus get free reputation monitoring and customer insights when you sign up for Womply Free!

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