Administrative Coordinator and Customer Service Expert, Jessica Corey, joined David Jr. on Episode 13 of Safe Space to discuss the ins and outs of customer service in the safe industry. As a small, family-owned business, NW Safe is honored to make customer service a cornerstone of its success.
Learn more about how the staff does that and what that means when you’re shopping for a gun safe.
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Episode 13 Discussion Questions
1:52: How do you balance giving customers space to think with being available to answer their questions in a helpful way?
5:37: When a customer is upset, maybe about a delay or a product issue, how do we approach that conversation as a team?
7:48: What are some of the most common service questions we get after someone is on the safe for a few years?
10:17: How do we stay aligned as a team between the showroom, warehouse, and delivery crew to make sure nothing slips through the cracks?
15:58: When customers walk in and see hundreds of safes, it can be overwhelming. How do you help them feel more comfortable and not lost in the options?
19:12: What do customers usually not realize about the logistics of moving or installing a safe until we explain it?
23:42: Can you share a time when a customer came in for one type of safe, but left with something completely different because we uncovered a better fit?
29:16: What do returning customers often say brings them back? And what do we intentionally do to build that kind of loyalty?
33:47: What's something operationally complex, like a return, a delay or a custom order that most customers don't realize takes multiple departments working together?
35:30: How do we handle customers who are focused only on price? And how do we help them see the bigger picture in terms of value and protection?
38:50: What do you regularly hear from customers after their purchase and delivery?
41:27: When the phones are ringing and the store is full, how do we keep from dropping the ball on customers who might not be ready to buy it?
43:03: So I (David Jr.) know that you've had a few jobs, all customer-facing, where customer service is really important. Everything from restaurants to working in bakeries to NW Safe. When it comes to customer service and helping customers solve issues, what was the most challenging industry you worked in? And where does the safe in this industry compare?
Episode 13 Discussion Question Synopsises
1:52: How do you balance giving customers space to think with being available to answer their questions in a helpful way?
When people visit our showroom, they usually fall into two groups.
Group 1
Some know exactly what they want. They’ll say, “I want this safe,” and we guide them through confirming it fits their needs.
Group 2
But most walk in and feel overwhelmed by all the options. When that happens, we encourage them to look around and think about what they’re protecting and how much space they’ll need. We’ve set up the showroom so we can keep an eye out and be ready to answer questions without hovering. Our team is never pushy—we want people to feel comfortable.
Sometimes reviews say we’re too hands-off, and others say we’re too involved. Everyone’s different, so we try to find the right balance.
User Errors NW Safe Helps Solve
On the customer service side, one of the biggest challenges is user error. Most of the time, when someone calls with a safe issue, it turns out to be something simple. For example, a lot of electronic locks require you to hit “#” at the end, but people forget.
Dead batteries are the number one issue, especially old batteries that people thought were new. Now, most staff members always check battery expiration dates, because even if it says “2025,” it could have been made in 2020. We get 5–10 calls a day just about battery-related problems. A little detail like that can save a lot of trouble.
My Electronic Lock Won’t Open
Battery failure is the most common reason the electronic lock on your gun safe isn’t working properly. The right battery (a Duracell ProCell) that still has a 4 year lifespan remaining is the most common fix for a lock that won't open.
5:37: When a customer is upset, maybe about a delay or a product issue, how do we approach that conversation as a team?
At NW Safe, solving problems is a team effort. Even with years of experience, no one person has all the answers. If something’s unclear, whether it's about a delayed shipment or a technical issue, the whole team works together to figure it out.
Many customers think the business is simple: sell a safe, deliver it, done. But behind the scenes, there’s a lot more going on. Just a few of those include:
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Ordering
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Tracking logistics
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Handling factory delays
Sometimes things go wrong that are out of the team’s control, but they never just shrug it off. “It is what it is” is never an acceptable answer.
Instead, they pool their knowledge and experience to find creative solutions. One common issue is factory delays. Even after padding the estimated delivery times, safes can still show up late. In those cases, NW Safe keeps the customer informed and offers help, like providing a temporary safe until the correct one arrives.
No matter the issue, the team works hard to communicate clearly and provide real solutions. Their goal is to make sure every customer feels supported, even when things don’t go exactly as planned.
Curbside vs. Full-Service Safe Delivery & Installation
Many big box stores only offer curbside delivery. In theory, this can seem like a really affordable option. After all, a few buddies, a case of beer, and a heavy-duty project is a great combination — right?
7:48: What are some of the most common service questions we get after someone is on the safe for a few years?
At NW Safe, two of the most common issues customers run into are lock confusion and overstuffed safes. Many people who switch from a dial lock to an electronic one—or vice versa—get tripped up by the change in how to open their safe. Dial locks especially require specific turning sequences, and people often forget the correct steps after years of use.
Another frequent problem is user error with combinations. It’s not unusual for someone to accidentally mix up a number or forget to turn the dial enough times. For electronic locks, battery problems are still the top issue, but combination mistakes and keypad issues are close behind.
The team also sees a lot of problems caused by safes being too full. Over time, customers often collect more valuables than they planned for. Items may hang off shelves or stick out just enough to block the door from closing or the bolts from locking properly.
They teach customers that a properly working safe should close and lock with just your fingertips. If you’re pushing hard on the handle or forcing the door shut, the safe is likely too full—and it may be time for a bigger one.
I'm Locked Our of My Safe!
What happens when you head to your gun safe and discover that you’re locked out? Take heart. You’re not the only one. In fact, we get panicked phone calls nearly every day from folks who can't open their safe.
10:17: How do we stay aligned as a team between the showroom, warehouse, and delivery crew to make sure nothing slips through the cracks?
At NW Safe, attention to detail and teamwork are what keep everything running smoothly. The process starts with repetitive but critical steps, including:
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Selling the safe
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Creating the invoice
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Updating inventory
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Scheduling delivery
If something gets missed, one team member double-checks everything to ensure nothing falls through the cracks.
Even though the team is split between office staff, delivery drivers, and warehouse crew, they stay in constant communication. They cross paths throughout the day and meet regularly, even if that’s harder in the summer or with family responsibilities.
Jessica’s main focus is reviewing every order. With hundreds of orders each week, they make sure safes are prepped properly and delivery notes are clear. If a customer calls with a need, that request is written down immediately—even if it means juggling sticky notes and multitasking between phone calls and walk-ins. The goal is always to provide top-notch service.
Another key part of the process is the prep team. Unlike big box stores, NW Safe unboxes every safe before delivery. They inspect, adjust, and fine-tune each one. Because manufacturing lines can have new or inconsistent workers, their experienced team ensures safes are level, secure, and ready to use—so when customers compare the same brand side-by-side, the difference is night and day.
15:58: When customers walk in and see hundreds of safes.. it can be overwhelming. How do you help them feel more comfortable and not lost in the options?
At NW Safe, the team starts every customer visit with a simple question:
What are you looking to protect?
Whether it's guns, documents, jewelry, or cash, they ask key questions like:
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How many items do you have?
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What’s their value?
This helps them narrow down options and recommend the best fit. Instead of showing a customer all 200 safes on the showroom floor, they offer tailored “good, better, best” options based on the customer’s needs. Some people don’t need a $10,000 safe, while others shouldn’t settle for a $1,000 one. It’s all about finding the right match and explaining why certain safes make more sense than others.
Many visitors are surprised when they walk in and see the massive showroom. Unlike box stores or locksmith shops with limited options, NW Safe has a wide selection displayed by size and security level. The team explains the layout so it feels less overwhelming, pointing out that many safes are simply different sizes or colors of the same model.
They also help customers think about value. If you’re only protecting a few thousand dollars, you don’t need the top-tier model. But if you’re storing irreplaceable or high-value items, that budget safe isn’t the right choice. It's all about protecting what matters—properly.
19:12: What do customers usually not realize about the logistics of moving or installing a safe until we explain it?
Many customers are surprised to learn that yes, NW Safe does move safes, and they do it often. In fact, they handle around 60 to 70 safe moves each week. Moving safes is a major part of their business, right alongside deliveries.
When someone calls needing a move, especially on short notice, the team gathers key details first: where the safe is, where it’s going, and what type of safe it is. Because the schedule fills up quickly, giving at least a few weeks’ notice helps ensure they can accommodate the request. Same-day moves can be tough, especially when the crew already has a full route with up to 20 stops.
A lot of customers assume any moving company can handle a safe, but most aren’t properly equipped. Many safes weigh 500 pounds or more, and moving them safely requires experience and specialized gear. NW Safe regularly receives calls to fix mistakes made by untrained movers.
They also offer white-glove moving services, including palletizing and packing safes for long-distance or even international moves. With a large service area and dealer partnerships like Liberty’s national network, they can help coordinate delivery on the other end. They even offer safe storage between homes.
Whatever the challenge, they’re ready with a solution.
23:42: Can you share a time when a customer came in for one type of safe, but left with something completely different because we uncovered a better fit?
One memorable story shared by a team member at NW Safe happened over 20 years ago at a gun show. A customer approached their booth with questions about upgrading from a $700 imported safe he had purchased from Costco. After learning about the differences between entry-level safes and high-security American-made models (such as heavier steel, tighter tolerances, and superior craftsmanship), he ended up purchasing a $7,000 safe. It was ten times more expensive, but far better suited for protecting his valuables.
This scenario is common. Many customers shop at big box stores where the safes are built for easy shipping, not for maximum security. These safes are often lighter and less secure, designed more for convenience than true protection.
Another customer came in planning to spend under $1,000 to protect over $10,000 in firearms. After being shown better-fit options, including a top-tier AMSEC BF6030, they realized the importance of investing in the right safe. Even though it was more than they expected to spend, financing options and a better understanding of quality helped them make a confident decision.
The NW Safe team encourages customers to visit in person, feel the safes, and ask questions. Seeing the quality firsthand often changes expectations and leads to smarter, long-term decisions.
29:16: What do returning customers often say brings them back? And what do we intentionally do to build that kind of loyalty?
At NW Safe, the goal isn’t just to make a sale, it’s to build lasting relationships with customers. The team believes that happy customers become their best advocates. When issues come up, their top priority is to make things right, even if it means taking a loss.
This approach started with the founder, who often covered costs himself when manufacturers wouldn’t honor warranties. Even in the company’s early days, when money was tight, he chose to do what was right for the customer.
That level of care continues today. Whether a small issue or a complex one, the whole team (sales, service, and leadership) works together to find a solution, their commitment to long-term support sets them apart.
Customers often return years later, remembering the help and honesty they received. At NW Safe, it’s not just about selling safes—it’s about doing business with integrity and giving people confidence in their investment, now and in the future.
33:47: What's something operationally complex, like a return, a delay, or a custom order that most customers don't realize takes multiple departments working together?
Returns at NW Safe are rare, but when they happen, the entire team gets involved. Whether it’s a delivery issue or something with the safe itself, it takes coordination between the sales, prep, office, and delivery teams to make it right. They update invoices, adjust schedules, and dispatch crews to handle the issue promptly.
When customers are focused on price, the team helps them understand the value behind each safe. The showroom is arranged to naturally show options side by side, making it easier to compare features and quality. While they respect every budget, they explain what a $1,000 safe offers versus higher-end models. Some lower-priced options are more like cabinets than real safes.
They don’t work on commission and never pressure customers. Their goal is to match each person with a safe that truly fits their needs, even if that means spending less. It’s about education, not upselling.
38:50: What do you regularly hear from customers after their purchase and delivery?
Customers are often surprised and impressed by NW Safe’s delivery experience. Many have had bad experiences with other shipping companies delivering appliances like fridges or stoves, so they expect the same from safe delivery. But NW Safe offers true white glove service.
Their team doesn’t just drop the safe off with a dolly. They take extra care to protect your home (door frames, thresholds, and flooring) every step of the way. This high level of professionalism often leads to glowing reviews and grateful phone calls.
The difference? Their delivery crew isn’t outsourced. They’re full-time team members who work in the shop and treat every customer like family. From the first phone call to the showroom visit and final delivery, the experience is consistent, friendly, and top-notch.
41:27: When the phones are ringing and the store is full, how do we keep from dropping the ball on customers who might not be ready to buy it?
When the showroom is busy, NW Safe’s team serves walk-in customers first. They took the time to drive in. Calls are still answered, but many needs, such as safe-moving requests, are directed to simple online forms. Staff show callers how to submit details and photos themselves, ensuring the same level of service. The process saves time, keeps standards high, and guarantees a response within 24 hours, even when the showroom is packed.
43:03: So I (David Jr.) know that you've had a few jobs, all customer-facing, where customer service is really important. Everything from restaurants to working in bakeries to NW Safe. When it comes to customer service and helping customers solve issues, what was the most challenging industry you worked in? And where does the safe in this industry compare?
Before joining NW Safe, this team member worked in the food industry, where customer service could be tough. They dealt with everything from rude customers to food being thrown at them. In that environment, the customer was always right, no matter what.
At NW Safe, it's different. The team supports one another and works together to solve problems. Customers are respectful, even when facing emotional situations. With thousands of safes delivered, true complaints are rare, and most issues are resolved quickly. The best part? Many customers return, remember their names, and build lasting relationships, a rare experience in retail.