Maintaining a reputation for great customer service while competing against online retailers with rock bottom pricing is a challenge for Mark Bishar of Big George's Home Appliance Mart  of Ann Arbor, but it's a challenge he is up for.

George Simon, the original "Big George," started the family-owned company, which turns 50 this year. Bishar's father, Bud, started out as an employee and later bought out Big George's business in 1983. Bishar's entry into the family business was working as a movie rental clerk and later selling portable audio devices.

"I was 13, working for my Dad during summers and on holidays. I was really good at merchandising. I took pride in setting up the boxes just so," Bishar said.

Today, as co-owner of the store, Bishar wants to retain loyal customers while trying to attract new customers with new methods. Big George's has had an online presence since 2006, but visitors are encouraged to call the store for live one-on-one consulting.

Bishar said many times people call with a specific product in mind, but there might be other options that would be better for them. He doesn't like the "salesperson mentality"and prefers that his staff take on more of a consulting role, he said, finding out what the customer needs, rather than what they think they want.

“Developing a strategic customer service plan”  is what will carry Big George’s through to the next century, Bishar said.

When customers come to the brick and mortar store, what happens in the first few minutes sets the tone for the customer, he said.

"I'm interested in what happens when you first walk in, when someone says “Hi” right after that. Any time there’s a failure in customer service, it usually happens right then,” Bishar said. “What people like about Big George’s is the personal connection.”

Part of Mark Bishar’s strategic plan involves price shopping. Customers of Big George’s often want to look around and make sure they’re getting the best price. Bishar is working on shopping the competition and providing that value-added information to the customer right then and there.

The high visibility of Big George’s new Ann Arbor storefront is another nod to customer service. Built in 2007, the new store was designed to be bigger and more visible from the street than the previous location. The store now includes “lifestyle” kitchen displays and a green roof that diverts storm water from the sewer system and keeps the store naturally cooler in summer. Part of the roof has been transformed into a patio that can be used for parties, class reunions and business meetings— turning what could have been dead space into a useful one, instead.

Bishar said he sees Big George’s as more than “just an appliance store.” The original Big George played a strong social role in the community. That’s a tradition he tries to carry on through donating thousands of dollars to community organizations, giving old appliances to Habitat for Humanity and hosting fund-raising events on the store's green roof.

"Any time I’m out and about, people walk up to me and say how much they appreciate what we do," Bishar said. "There's no better reward."

Background

Education: Gabriel Richard High School, B.S. in Distribution from Eastern Michigan University.

Family: Wife Sarah, a teacher. Two kids: Elias, 5 and Charlie, 2.

Residence: Ann Arbor's West Side.

Business Insights

Best business decision: Getting our business online.

Worst business decision: Not making a decision.

Best way to keep competitive edge: Staying focused on what we do best, and doing what we do best better.

Personal hero: My Dad and the original Big George.

How do you motivate people: Try to include them to be a part of solutions and make them feel like they're part of a family.

What advice would you give to yourself in college: Don’t take only easy classes- take classes that I wouldn’t do good in.

Words that best describe you: Complex and focused.

First Web site you check in the morning: AnnArbor.com.

Confessions

What keeps you up at night: The Daily Show with John Stewart, and sometimes my kids.

Pet peeve: When you say ‘Hi’ to people and they don’t say ‘Hi’ back. Also, people taking things to extremes and taking things too personally.

Guilty pleasure: The peanut buster parfait at Dairy Queen.

First job: Movie rental clerk at Big George’s.

First choice for a new career: Assisting small businesses, owning a tiki bar in Hawaii (but would settle for the Caribbean) or author for a travel book.

Treasures

Favorite cause: Supporting local businesses and charities.

Favorite movie: “Office Space.”

Favorite hobby: Sports, music, family, cooking.

Favorite restaurant: Jerusalem Garden .

LinkedIn, Facebook or Twitter? LinkedIn.

Typical Saturday: I work unless there’s a U-M football game.

What team do you root for? I was born in Ann Arbor.

Wheels: Family cars - ask me in 20 years.

Who would play you in a movie? An Al Pacino character.