Interview with Mick Malaney, co-Founder of

Big Hairy Dog Information Systems

Q: You guys have been around for a while.  How long and where did the name come from?

MM:  We opened our doors February, 1993.  The name originated from a description of our dog.  Molly was a large Old English sheepdog. 

Q: Retail technology is a competitive industry.  What do you attribute your success too?

MM: It depends upon which area of competition you’re referring too.  There are plenty of retail software companies which sell more software than BHD.  However, BHD does not have many competitors in the area of customer support. 

Q: Why is that?

MM: Typically, they (competitors) focus their efforts on the marketing of their product.  Our business model is based upon customer care.  From implementation, training, ongoing support as well as warranty programs, value-added-services and the daily contact with our clients, BHD is truly customer centered. 

Q: How do you market BHD?

MM: Well, when you invest everything into supporting the customer, there’s not a lot left over for marketing.  But there’s a method to our madness and we call it street preaching. 

Q: What is “Street Preaching?”

MM: Our marketing is organically grown by word of mouth from our customers who we endearingly call street preachers. 

Q: How do you hold up your assertion that your support is superior?

MM: We attack customer care from various vantage points.  One example is how BHD approaches a trade show.  For BHD, a trade show is another opportunity to connect with our customers.  Typically, competitors will arrive with a sales staff in an attempt to procure prospective customers.  At the BHD booth, you’ll find technical support personnel assisting BHD customers.  In fact, we’ve turned away potential customers because our staff was busy with customers.

Q: How do you generate revenue?

MM: Two-thirds of our annual revenue is customer generated.  Simply, our customers support BHD.

Q: Is that another testament to your customer support?

MM: It’s the only testament.

Q: The BHD website offers free services like message board and email tech support that others charge for.  Why free?

MM:  I don’t believe that there are advantages to charging a customer for the use of email or message board.  Certainly there are costs involved with hosting such services as well as providing the technical support staff to respond, but in the big picture answering customers concerns via email or message board is a relatively simple process.  

Q:  You make the claim that you support retail companies on a global level. 

MM: Recently we entertained staff from a Singapore based retail company at our corporate offices in Sacramento.  They told BHD staff that Big Hairy Dog is highly respected in retail circles in Singapore. 

Q: What is the average size of a BHD customer?

MM: In terms of location we have single-store “mom & pop” sites to large chains as well as franchise operations with hundreds of stores in multiple countries.

Q: BHD seems to be the antithesis of corporate culture.  Would you agree?

MM: I would say that’s a fare assessment.  Mostly, our customers are corporate dropouts who traded their suit and tie for shorts and Birkenstocks.  Not all, of course, but most of them appreciate our neighborhood approach to their automation needs. 

Q: What do you say to the corporate types that would prefer to deal with a more professional image?

MM: Many of our customers are some of the most successful independent retail operators around.  They support global brands and require aggressive technology support. I can appreciate the need to present oneself in a professional light but BHD is more in line with a M.A.S.H. unit or a pit crew at Daytona.  Our customers concerns come to us fast and furious.  We’re not pretty.  We’re not flashy.  Simply, we get the job done better than anyone else.

Q: What do your customers think of listening to Led Zeppelin while on hold?

MM: We’re the only company that I’m aware of where the customer asks to be placed back on hold (so, they can finish their favorite song).

Q: You post your personal cell phone number on the company web site.  Is that crazy?

MM: For years, I've had customers call to complain, compliment and critique.  Also, I've had potential customers call in disbelief because they had never heard of a company president making themselves available.  Regardless of the reasons, I don't believe that the man in charge is truly in charge of anything unless he knows what is going on around him. 

Q: You must get a ton of calls.

MM: In fact, I rarely get called. It's a compliment to my customer support staff. I gauge the success of our support by the amount of calls I receive.  

Q: What's your personal cell number?

MM: 916-803-3939

 Big Hairy Dog Information Systems supports

3,000 retail locations worldwide.