Bringing Good Customer Service Home with Sanctuary Home Furnishings

Many years ago, a manager I had said something to me that I’ve never forgotten: “That good customer service isn’t simply the absence of bad customer service.” In today’s retail environment, it sometimes seems a challenge to find businesses that consistently adhere to that adage. Perhaps the ever increasing reliance on technology is to blame; people come face to face less. Perhaps there is more traffic, or more days feel like Mondays, and the attitude of service gets shifted to one of self-reliance. Perhaps the customer has learned to expect outstanding customer service, so it’s just harder to please everyone who walks through the door.

Dennis Penman, owner of the San Juan Capistrano-based Sanctuary Home Furnishings by Renaissance thinks that good customer service is more than just making clients satisfied, he wants them happy. Dennis believes that happiness will translate into repeat customers and positive, word of mouth referrals.
The transformation from sales associate to partner, and partner to owner may have something to do with Dennis’ dedication to his clients. But simple ownership is never the full story.

“I have always been a people pleaser,” says Dennis. “Just ask my friends - I’m a guy they can turn to for help with whatever. All my jobs have been in a customer service field. I like the feeling when I know I have done the customer right, whether it’s guiding them on sizing, color and style to providing the lowest price.

“I found my way to Renaissance Home Furnishings in 2003 when the business was just two and a half years old. I fell in love with the business as each day presented new opportunity to help others and be creative. Nearly 15 years later, my favorite parts of the business are still creating new looks to keep up with the shifting trends of home décor and ensuring customers are happy.

“This month, with the immense assistance of my design and sales team we have completely redesigned our 11,000-square-foot showroom starting with our new name Sanctuary Home Furnishings by Renaissance. “We started in San Juan Capistrano, and now we’re coming home - to help local home owners design their home to reflect their personality.”

Growing up in Mission Viejo, Lake Forest, Laguna Niguel and now residing in Capistrano Beach gives Dennis a unique perspective on local taste and expected quality. Renaissance Home Furnishings has long been known for their Mediterranean and Spanish Tuscan flair but as trends have shifted and Renaissance becomes Sanctuary Home Furnishings by Renaissance Sanctuary can now help the Spanish Tuscan homes bring in a cleaner Coastal Transitional feel without requiring a home remodel. “For all the new homes in Rancho Viejo our look is perfect- we can help their homes look like the models.”

Not ironic too, that the heart of the coastal transitional design trend is the word refuge; a perfect synonym for sanctuary. A safe place to rest one’s head.

“The showroom has an abundance of sofas, sectionals, accent chairs, media chests, accent pieces, bedroom suites, art, mirrors, area rugs and accessories,” says Dennis. “Most everything on the showroom floor can be delivered straight to the customer’s home.”

Having three local manufacturers at its disposal helps immensely. In two to three weeks, Sanctuary can customize, to the inch, a sofa, sectional, or chair to the scale and color palette of the client’s home.
“We can fit any room, in any scale and in any fabric color.”

Sanctuary tries to make the customers shopping and buying experience relaxing and not intimidating. At their store they allow clients to come in and peruse without being tracked throughout the store by a “suit with a clipboard.” They want you to take your time, “tush test the seating”, and know the designer is available yet not hovering. Sanctuary offers piece of mind shopping by allowing customers to memo out products they like but aren’t sure it will work in their home they can check out the item(s) to see them in their homes before purchasing.

Most stores would like to be known for low prices but they offer poor quality goods. Sanctuary wants to be known for quality furnishings at low prices. “I think what really sets us apart is our quality, pricing and the ability we have to work with our clients on every level, from design to customization to installation all at low pricing.” Often, Sanctuary Home Furnishings is lower priced than online but if not they will match the price you find.

Nowadays, that elusive “good customer service” typically goes hand in hand with a commissioned sales force. Motivated by the sale, associates will bend over backwards for their clients. Not necessarily bad for the customer, unless the customer isn’t ready to buy.

“We understand that sometimes it takes a little back and forth to make decisions about your home - you may have these furnishings for the next ten or fifteen or twenty years,” says Dennis. “We want to make the process as easy as if you had the choice to redesign every calendar year.” No pressure, with a non-commissioned sales force. Dennis wants every customer to be helped by any available person at anytime - before, during or after the purchase.

As I shared earlier in this edition, one of the perks of publishing South County Magazine is that I am provided a venue to share with our readership personal experiences of local business owners whose services I have utilized either personally or professionally. Our introduced a furry new addition to our home last year - a beautiful and rambunctious yellow lab puppy named Bella who prompted wreaked havoc with the wooden legs of the barstools, the couch cushions and the coffee table. When she started to mellow out on the chewing phase a few months later, we surveyed the damage and determined that it might be time to redecorate. As luck would have it, we happen to know a local purveyor of fine furniture and home accents at affordable prices - yep, you guessed it … Dennis Penman and his team at Sanctuary Home Furnishings couldn’t have made the process any easier. Dennis made recommendations based on the colors scheme and general style I said I was looking for and I literally walked out in less than an hour with an delivery date on the calendar. When the pieces arrived, his crew set everything up, hauled the old items out to the garage and voila! … the room was back to being a beautiful space in spite of our pup’s best efforts.

That same manager I had years back told me one other thing that has stuck around all these years. That we were in the business where the word “no” didn’t exist. You can find that adage anywhere you look at Sanctuary Home Furnishings. As Dennis puts it: “Yes. That is all we try to say.”


Sanctuary Home Furnishings is located at 31896 Plaza Drive, Suite E-7 in San Juan Capistrano. Connect with Dennis and his team by calling (949) 248-9772 or visit www.sanctuaryhf.com

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