Winston Flowers – Culture and Accountability

In its employees, Winston Flowers values the innate ability to discern right from wrong. According to Greg Mastroianni, that is the Winston culture, and anyone who works there must reflect those values. While touring the design studio and warehouse, we walked by cubicles where employees take orders and run the business side of Winston. It was noteworthy that the owners’ offices were close by, creating an open company culture.

Winston mandates a formal two week training process for all new hires that includes a 7-step client relationship program. Additionally, all employees start on the phone sales desk; this is where Greg finds people to promote from within the company. Perhaps because of their excellent employee training and overall company culture, there is very little turnover at Winston Flowers.

Winston uses social media as a tool to stay connected with customers and hear their feedback, positive and negative, about products and services. If a customer is dissatisfied, they have direct access to the Winston team through Twitter. The team responds immediately on Twitter, rectifying each situation and turning unhappy customers into satisfied, loyal clients.

Winston also expertly uses social media to promote their services. Their Facebook page is regularly updated with upcoming events in the local area, images of their beautifully designed centerpieces, and photography from weddings and other special events that featured Winston Flowers designs.

Face to Face vs. Over the Phone Relationships: Waldorf vs. Winston

Waldorf Astoria has ongoing face-to-face interactions with its guests, with the exception of a few phone calls made to the front desk. This works to Waldorf’s advantage in the services category because of the extra personal touch.

At Special Services in Winston Flowers, employees have the ability to build long term relationships with clients without meeting them face-to-face. Greg Mastroianni explained: “I have a client I’ve been serving for years, and we are friends now. She calls me on my birthday, asks how my family is doing, and I do the same for her. It’s amazing how friendships can stem from good service, and we have never met face-to-face! It’s not a necessary factor.”

In the delivery of a floral arrangement there are two consumer experiences, one for the sender, and another for the recipient. The person ordering the item views it online or trusts the description of the staff member, while the person receiving the order experiences the delivery service and physical product. Winston Flowers strives to make every contact clients have with the company – online, over the phone or at delivery – a pleasure.