Building Trust in Service-Oriented Businesses: An Interview with Allison Heaney, President of Skaggs-Walsh
PCCD: Allison, thanks for taking the time today. To start, how do you define “trust” between a service business and its customers?
Allison Heaney: Thanks for having me. In our world, trust means the customer believes you’ll do what you say, that you have their best interests in mind, and that the relationship is reliable over time. At Skaggs-Walsh, we’ve been serving customers since 1933, and we believe longevity itself builds trust because people know you’ll still be around when they need you. For PCCD, that means patients feel confident coming in for a major investment, like a smile makeover. They need to trust not just the technical skill but also the honesty, communication, follow-through, and care.
PCCD: What concrete steps has Skaggs-Walsh taken to build that trust with its customers, and how would you translate those steps into the context of a cosmetic dental practice like PCCD?
Allison Heaney: We have done a number of things over the past 90 years to build trust:
- Transparency and credentials. We make sure we are transparent about what we’re doing, why, and how much it will cost. Our customers trust that our team of licensed experts will recommend the best solution to get their home back in working order. In a dental practice, transparency might translate into offering before/after portfolios, explaining treatment plans in plain language, and setting full expectations for procedures and recovery.
- Personal contact and responsiveness. I have been known to personally pick up phone calls or walk service crews into a job if needed. At PCCD, that means patients getting timely responses, feeling heard when they ask questions, and having a clear point of contact.
- Consistency and follow-through. In our company, we own the fuel storage and manage our supply chain, meaning our response times are quicker and the customer spends less time waiting for a solution. In a dental clinic, that might look like reliable appointment scheduling, consistent quality of work, follow-up care, and clear communication so clients always know what they’re getting.
Translating to your world: At Peninsula Center of Cosmetic Dentistry, building trust means setting realistic expectations, showing genuine empathy for a patient’s concerns (cosmetic treatments carry emotional weight), having clear cost disclosures, offering long-term support, and demonstrating real results.
PCCD: In your industry, sometimes customers are skeptical. They can worry about being oversold, or being taken advantage of. How do you manage and overcome that skepticism?
Allison Heaney: That’s a great point, and it’s something we work hard to overcome. Transparency is key in our industry, so we do a lot to make sure our customers are informed as possible when making decisions for their homes:
- Educate the customer rather than push a sale. We train our staff to explain why a particular service is necessary, what the alternatives are, what happens if you delay, and what the long-term benefits are. In cosmetic dentistry, you might explain the longevity of restorative work, maintenance requirements, aesthetic goals, and what happens if corners are cut.
- Offer proof and social validation. We have decades of satisfied customers; our Better Business Bureau rating is strong (A+) and our Google reviews average over 4 stars. For PCCD, presenting testimonials, patient stories, before/after photos, and letting patients talk to other patients helps build confidence.
- Stand behind your work. If there’s an issue, we don’t ignore it. We step in, we fix it, we take ownership. That matters. In dental work, if something doesn’t meet expectations, how the practice responds will either build or destroy trust.
PCCD: What advice would you give to the team at Peninsula Center of Cosmetic Dentistry for cultivating trust with first‐time patients and turning them into long‐term clients?
Allison Heaney: I’d tell the team exactly what I tell my own team:
- First impression matters. From the moment a patient walks in—reception, environment, staff attitude—it sets the tone. Make the visit as comfortable and professional as possible.
- Communicate clearly and frequently. Don’t leave patients wondering. Explain sequentially what’s going to happen, what to expect, what aftercare is required. Give them checkpoints. When people know what to expect, trust increases.
- Measure success and follow up. After treatment, check in. Make sure they’re comfortable. Ask for feedback. If there’s an issue, address it proactively. That reinforces that you’re invested in their outcome, not just the transaction.
PCCD: Finally, why is trust especially important in businesses that serve particularly sensitive parts of a customer’s life, like their home or their smile?
Allison Heaney: Because there’s an emotional component. At Skaggs-Walsh, we’re helping keep homes comfortable and safe. Home is the #1 place that every person should feel comfortable and safe, and we recognize that in everything we do. In cosmetic dentistry, the stakes include self‐image, confidence, appearance, sometimes big financial commitments. When a patient invests in their smile, they’re investing in how they present themselves to the world.
When trust is strong, the customer is relaxed, they’ll follow through on recommendations, refer others, and even become an ambassador for your company. When trust is weak, they hesitate, delay, they could even switch practices or share a negative review. Fostering trust isn’t just good practice—it’s essential for meaningful outcomes, long‐term relationships, and a thriving reputation.
About Skaggs-Walsh
Skaggs-Walsh is the top heating oil delivery service and home comfort company in New York City and its surrounding areas. With over 90 years of experience in providing comprehensive service to homeowners and businesses across the area, Skaggs-Walsh is the ideal choice for New Yorkers’ home service needs. Learn more about Skaggs-Walsh on their website, skaggswalsh.com.
