Framer of Distinction 1998
We learn how Acorn Arts did it!

The standard of service offered by many of the framers who entered our Framer of Distinction competition was so high that an interview with the winner promised to be a very interesting experience indeed. We were not disappointed. Acorn Arts is a business with customer service placed high on the
list of priorities and we could instantly see why the mystery shopper would have been impressed.

Acorn Arts is a framing shop and gallery, ideally placed to attract passing trade in a village just north of Doncaster. With plenty of customer parking and a welcoming exterior, this business gives a favourable first impression. Inside, the shop is neat and tidy, with a pleasantly intimate feel so that visitors instantly feel comfortable.
Acorn Arts was founded by Dave Woolass GCF in 1986 and now employs five people, three of whom are Guild Commended Framers. It is obvious that quality of work is very important to Dave, Claire and Paula, but the overall business philosophy is to ensure customer satisfaction by bearing the customer’s wishes in mind at all times.
When asked to explain how this works in practice, Dave said, “We listen very carefully to what the customer wants, and then we try to help them realise their own ideas. We would like our customers to be able to say ‘Acorn did it, but it was my idea’.” Dave thinks that this is a principle that other framers would do well to adopt. He thinks many framers tend to be complacent, and end up imposing a little too many of their own ideas.

Acorn Arts gives the customer credit for having their own ideas and makes suggestions to fit. When we looked at the mystery shopper’s report which confirmed Acorn Arts as the winner, we could see that this approach to customer service is not just a philosophy but is practised in their every day work. An area in which Acorn Arts scored highly was in the discussion of ideas, both the mystery shopper’s and the framer’s. The report commented on the way suggestions were made, with obvious knowledge, but without being condescending or intimidating. To a customer with little understanding of framing, this is encouraging and more likely to result in a commission. Acorn Arts’ discussion of the options is backed up by a most impressive point of sale display. The starting point is a cutaway framed picture on a display board, which clearly demonstrates the materials which are used in the framing of a picture. Captioned to explain the function of each element, this display is very useful when dealing with a novice. A display demonstrating the options available in glass shows a picture in sections with different types of glass used in each section and clearly illustrates the effect of the glass on the subject matter.
The mount board displays were again impressive. Obviously we at Colourmount have a special interest in mount board and its uses, so we were pleasantly surprised that the majority of framers who entered the competition claimed to offer a wide variety of decoration techniques. In reality, only two short-listed framers actually discussed mount decoration with the mystery shopper. Acorn Arts displays a wide range of mount decoration techniques. As many customers do not know the effects possible, this style of display is invaluable. Dave Woolass claims that demonstration of an idea results in an understanding of the concept which translates directly into extra sales. Customer service at Acorn Arts shows in lots of other ways too. The Frame Man computer system prints instant quotes, which again scored highly with the mystery shopper.
Another example is the kiddies’ play table in a discreet corner of the shop, allowing parents to concentrate on the framing without being distracted. This simple idea has proved to be very popular and illustrates perfectly the open-minded approach that Acorn Arts uses to improve service. Dave Woolass is a great supporter of demonstrations, seminars and shows held by other framers. He says he picks up ideas from each one he attends, and that only by being open to other people’s ideas, listening carefully to customers’ requests and suggestions and then adding his own creativity, can he bring an innovative, fresh approach to the business. Dave Woolass and all at Acorn Arts are delighted to have won this competition. Their free Colourmount board will be supplied, at Dave’s request, entirely in conservation board. Congratulations!