After falling short in its first attempt, Tolbecs used judges’ feedback to refine its model, lift performance and go on to win at the Waikato Business Awards, reports Mary Anne Gill.
Chelsea Lambert inside Tolbecs Ear Clinic in Hamilton East. Photo: Mary Anne Gill
For many businesses, entering awards can feel daunting.
There is the paperwork, the judging, and that lingering doubt about whether you are good enough.
But for Waikato-based Tolbecs Ear Clinic, taking that step turned out to be one of the most valuable decisions the business made.
Operations manager Chelsea Lambert is the first to admit that the initial entry did not bring home a trophy. What it did deliver was something far more useful. It gave clarity.
“We thought we were doing quite well, hitting our targets,” she says.
“We didn’t get through. But I got some feedback from the judges that was invaluable.”
The feedback pointed to a gap.
The team had strong ideas, a clear direction, and a solid foundation. But they were not fully executing on those ideas.
“It was half an idea and half executed,” Lambert says.
“We knew we delivered an excellent service, but our ideas weren’t coming to life as much as they could.”
Winners of the Service Excellence award last year, from left Jade Cumpstone and Chelsea Lambert with sponsor Rhys Harvey from Union Square. Photo: Stephen Barker
Rather than seeing that as a setback, Lambert treated it as a roadmap. She went back through the judges’ comments, not focusing on the praise but looking carefully at what had not been brought to life in the entry. That became the starting point for change.
The business set clear goals and key performance indicators. They invested time in understanding what mattered most to their patients. Feedback was gathered from every single person who walked through the door.
“There wasn’t a patient that was missed,” Lambert says.
That shift did more than tighten up processes. It changed how the business told its story. Instead of simply saying they delivered excellent care, they could demonstrate it through real patient experience and measurable outcomes.
The results followed. Tolbecs returned to the Waikato Chamber of Commerce Business Awards and this time took out the Service Excellence Award. Judges noted the clinic’s highly personalised approach, its focus on education, and its commitment to accessibility, including same day appointments and community outreach that reduces barriers to care.
What stood out was not just clinical expertise, but how closely service excellence and business performance were linked. Judges observed a clear connection between the quality of care and business growth, with income rising and further expansion planned.
For Lambert, the impact went beyond the award itself.
“It changed the game for us,” she says.
The recognition reinforced what patients already felt. One long-time client summed it up while sitting in the waiting room, proudly telling his wife he was in an award-winning clinic.
Moments like that matter. They build trust, not only with customers but with staff and the wider community. They also shift how a business sees itself.
Lambert says smaller businesses often underestimate where they fit.
“If you think you’re just a small business and you should only enter a small category, absolutely not,” she says. “You can compete.”
The process itself is also less intimidating than some expect. Lambert completed the entry without external help and found it straightforward.
“It’s about being honest and open. Where are you now and where are you going?”
Of course, there is no guarantee of winning. But that is not really the point. The true value lies in the reflection, the discipline of measuring what matters, and the willingness to hear constructive criticism.
“You’ve got nothing to lose. You have everything to gain.”
That gain might be sharper strategy, better systems, or simply a clearer understanding of your value proposition. For Tolbecs, it led to stronger community engagement, from working with organisations such as Women’s Refuge to expanding services into new areas and underserved populations.
It also reinforced a mindset of continuous improvement. Even after winning, Lambert is entering again.
“There’s always more work to be done.”
The key is continuing to improve for any business considering an awards entry, she says.
It does not happen all at once. It builds over time.
For those on the fence, Lambert’s advice is simple.
“Give it a go.”
Chelsea Lambert outside Tolbecs Ear Clinic in Hamilton East. Photo: Mary Anne Gill
