For nearly two decades, the Angie’s List Super Service Award has helped service providers stand out. Only top-rated providers qualify for this distinction. But even among those, a select few stand out ever further — such as Burkhardt Heating & Cooling in Milwaukee. This company has picked up the Super Service Award 17 times since the earliest days of Angie’s List. Owner Doug Erdmann says it’s never losing focus on their objective that makes his company stand out. Here, he shares his tips for super service excellence:

1. DON’T THINK ABOUT THE AWARD; THINK ABOUT YOUR CUSTOMERS.

If you do work with awards or distinctions in mind, you’ll lose focus on what really matters. To the extent you do think about your awards, consider them a calling card that helps get customers to your door. But from there on out, you need to deliver. “I’ve never been one to concern myself with awards,” Erdmann says. “Yet, the 17 Super Service Awards allow customers to differentiate between us and our competition in an industry that can be confusing to homeowners. It provides tangible proof we do an exceptional job. I believe the SSA awards help by providing us instant credibility for potential customers that only an outside unbiased independent source like Angie’s List can provide. It has allowed for customers whose goal in a project is to find a company that exceeds expectations, which most of our customers’ experience.”

2. DON’T SKIMP ON THE FUNDAMENTALS.

The key to being a great company is to do great work and deliver great service. It may sound obvious, but plenty of failed companies haven’t heeded this message. Pay close attention to the day-to-day details — no matter what field you work in – to excel. “My company philosophy is to try to treat everyone how we would like to be treated,” Erdmann says. “We do what we say and say what we are going to do. We are direct and honest. We offer choices and options. We don’t make promises that can’t be met. Answer the phone, return calls promptly. Address any issues ASAP and resolve. Those things sound simple, and they are, but today it seems that not many companies do that.”

3. NEVER STOP IMPROVING.

Winning an SSA, or any industry award or distinction, isn’t the end goal. It represents the next step in a never-ending journey of self-improvement and excellence. The moment you start thinking you’ve reached perfection, some other professional who hasn’t slowed down will speed on past you. “Be consistent in holding yourself and your employees to the highest standards, for that is what discerning customers can and should expect,” Erdmann says. “Don’t rest on your past accomplishments. Keep pushing yourself to do the best you can every day.”