So, which type of storeowner are you? Do you seek and encourage feedback? Or, do you posture like an ostrich? I know you don't want to imitate an ostrich, because you'll look silly. But if you're not quite persuaded you should hire a coach, consider the story of a Florida retailer who dazzled both customers and competitors by seeking and using feedback. His results may inspire you to hire a coach to help work on customer services.