More than Optics: Creating Vortex Nation

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There, we\r\nwere able to pull back the curtains and take an extended look at what started\r\nout as a humble Wild Birds Unlimited that turned into an optics juggernaut. We\r\ntake a look at what really makes Vortex a leader in the industry with their singular\r\nfocus on customer care and quality products. Their VIP Warranty created the\r\nindustry standard and a widely known hallmark of the Vortex Brand. These\r\narticles will shed light and showcase the company behind the optics.As\r\npart of our stay, we were able to sit down with Vortex’s Vice President of\r\nSales, Shamus Terry. Shamus has been with the company for over 23 years,\r\nstarting with the original Wild Birds Unlimited. He has witnessed firsthand the\r\ntremendous growth of the company and offers a unique perspective on how Vortex\r\nbecame a leader in customer service.&amp;amp;nbsp;The\r\nOrigin: Wild Birds and Eagle OpticsThe\r\nHamilton family, while operating a Wild Birds Unlimited franchise, saw a wide\r\nmargin in available bird watching equipment. Spotting scopes and binoculars did\r\nnot live up to the demands of their customers. Pending issues with equipment\r\nfollowed a slow warranty process that aggravated the Hamiltons and the end user.\r\nTo help contend with ongoing issues, the Hamiltons procured their own optics\r\nthrough worldwide manufacturers. This house brand grew into Eagle Optics. Eagle\r\noptics, at the time, was one of the larger optics retailers, providing a wide\r\nrange of products to their customers. The early success of Eagle Optics came\r\nfrom the Hamilton’s years of experience in the retail community. At this point,\r\nthe Hamiltons were selling optics to more than just bird watchers. Sportsmen\r\nand women were coming in to find optics to outfit their hunts. Ultimately, the\r\nHamiltons made the decision to solely focus on optics. As they say, the rest is\r\nhistory. When\r\ntalking with Shamus about the origins of Vortex and how that shaped their\r\nbusiness model, he believes Vortex held an “advantage over a lot of their\r\ncompetitors because they lived in the retail world for a while.” Their\r\nunique perspective on how manufacturers treated their customers gave them the\r\npillars for building an experience that is unparalleled. From that exposure, Vortex\r\nwas born.Early\r\nYears: Building the BrandWhile\r\nVortex today might be in a new HQ facility, their start was something quite\r\ndifferent. The optics brand spent their early days in a host of suites within a\r\nbusiness strip. As space was needed, they leap-frogged down the line, sometimes\r\nwith other businesses existing in between. While conditions were tight, this allowed\r\nthe Vortex team to really hone in on customer service. The\r\nHamiltons witnessed firsthand the pains the customer goes through when trying\r\nto get products warrantied. As an optics brand, they did not want their\r\ncustomers to feel this pain. Everything Vortex made or sold would be 100%\r\nwarrantied—no questions asked. It was about getting the person back in the\r\nfield as soon as possible, because if they wouldn’t, someone else would. With\r\nthis thought process, the philosophy of Vortex took shape. We are “huge\r\nbelievers that it is one customer at a time,” states Shamus. “That we do our\r\njob to make sure they have the tools they need to get out in the field.”\r\nVortex’s philosophy centers around the idea that the stuff they say they are\r\ngoing to do, they actually do. Shamus argued that the challenge of growing\r\nbigger is to multiply that idea through the expansion process. The problem was,\r\nVortex kept expanding. Suddenly, over two hundred people were crammed into their\r\nold location. A change was needed with the space to grow into an international\r\nbrand. The\r\nBrand Expands: Ethos in an Amazon World “We\r\ndon’t feel that an average experience is a good experience. If you didn’t have\r\na great experience, we didn’t do our job.” Shamus states that the acceleration\r\nof Vortex is rooted in its unconditional support of their customer. Everyone at\r\nVortex strives to make the customer experience exceptional. Anybody can create\r\nan average experience, but Vortex wants to elevate and provide a peak\r\nexperience. To do so, they hire people that have customer service in their blood\r\nwith a will to shovel snow.&amp;amp;nbsp;Vortex’s shovel snow\r\nmentality—meaning no job or task is beneath anyone—provides a blueprint for the\r\ntype of person they look for. “We are not a hierarchy driven organization,”\r\nstates Shamus. “If you call in, regardless of if you get the owner on the phone\r\nor an employee that started six weeks ago, the whole goal is they should be\r\nable to take care of you. There shouldn’t be this insane chain of command to\r\ntake care of the customer.” Shamus then chuckles, “I’ve never been faulted for\r\ndoing too much for the customer.” At Vortex, no one person is bigger than the\r\ncompany. Everyone works together to build it. If there is trash laying in the parking\r\nlot, pick it up.&amp;amp;nbsp;As\r\nthe company moved into a much larger space, one that rivals colleges and\r\nuniversities, Vortex leaned into what got them there: their employees. “I don’t\r\nthink that there is a place that cares about their employees more than Vortex.\r\nWe focus on peoples’ strengths and getting them into the right places.” A staff\r\nof 200 grew into over 400 full-time employees. A larger staff requires more\r\nresources and training. However, Vortex found a way to expedite that process. “We\r\ndon’t train a nice staff; we hire nice people. Get the right people on the bus and\r\nthe bus will get you to where you want to go.” Shamus further adds that “my job\r\nis immensely easy because we have really really talented people that we are\r\nsurrounded by.”The\r\nFuture: Creating an Edge while being at the Tip of the SpearNow that Vortex is\r\nsettled into their new space, a look tothe\r\nfuture begins. “My ultimate goal is to have 24-hour customer service,” states\r\nShamus. “We have grown as a worldwide brand. It’s become a big part of our\r\nbusiness. My goal is that if you get off after&amp;amp;nbsp;third\r\nshift and its four in the morning that when you call, someone will pick up the\r\nphone. That’s my goal. We always want to\r\nbe available to our customers. A lot of people think that, but we actually\r\nbelieve it.” That growth can be seen through their international partners. From\r\nPRS shooters to 3-gun competitors, and acclaimed international hunters, the\r\nVortex brand can be seen everywhere. That means they service their products across\r\nthe world. While the United States has a thriving firearms community, hunters\r\nand shooters exist across the planet. Vortex wants to make sure those customers\r\nare part of Vortex Nation—no matter the time zone.&amp;amp;nbsp;As\r\nthe company’s reach expands, so does their product line. Vortex really listens\r\nto their retailer and customer feedback. They pay attention to what people say\r\non forums and on the phone so Vortex can deliver a product that the people\r\nwant, not a product that Vortex wants to force onto them. That means Vortex\r\nwill solely focus on optics and not branch out into other avenues. As the\r\ncompany grows the goal is to stay focused on “who we really are and what’s\r\nreally important to us and use that to drive us in the future.”Part\r\nof that drive includes SPEAR—Vortex’s military development side. As\r\nadvancements are made through SPEAR, Vortex will translate that technology to\r\nthe commercial market. A look at history shows that technological expansion\r\noccurred through government programs (like NASA) or military procurement. SPEAR\r\nallows Vortex to take risks and push boundaries, though when I asked about\r\nplasma rifles and heat-seeking aiming devices, I received crossed looks. In\r\nClosing: Vortex Nation “We\r\nwant to be the industry leader in customer service. We actually just want to be\r\nthe best at customer service, not just in our industry.” Shamus further\r\nsimplifies it as: “Be the best overall.” Visiting Vortex and talking with\r\nShamus really expanded who and what Vortex is. Besides delivering quality\r\nproducts at affordable prices and having a great warranty, they are company\r\nthat believes in what they do. More importantly, they want their customers to\r\nbelieve in them. That is why they strive to be better. It is easy to order\r\nsomething on Amazon without giving thought in who you are buying from; just\r\nlook at how many stars it has then one click buying. But for the people that\r\nneed more out of their product, wether in the field, on the range, or in the\r\nline of duty, Vortex has your back. They are the company YOU can believe in.&amp;amp;nbsp;\"><link rel='canonical' href='https://www.finfeatherfur.com/VentureOut/more-than-optics-creating-vortex-nation/' /><meta name='platform' content='bigcommerce.stencil' /><meta property=\"og:description\" content=\"Recently,\r\nmembers of Venture Out visited Vortex Optics of Barneveld, Wisconsin. There, we\r\nwere able to pull back the curtains and take an extended look at what started\r\nout as a humble Wild Birds Unlimited that turned into an optics juggernaut. We\r\ntake a look at what really makes Vortex a leader in the industry with their singular\r\nfocus on customer care and quality products. Their VIP Warranty created the\r\nindustry standard and a widely known hallmark of the Vortex Brand. These\r\narticles will shed light and showcase the company behind the optics.As\r\npart of our stay, we were able to sit down with Vortex’s Vice President of\r\nSales, Shamus Terry. Shamus has been with the company for over 23 years,\r\nstarting with the original Wild Birds Unlimited. He has witnessed firsthand the\r\ntremendous growth of the company and offers a unique perspective on how Vortex\r\nbecame a leader in customer service.&amp;nbsp;The\r\nOrigin: Wild Birds and Eagle OpticsThe\r\nHamilton family, while operating a Wild Birds Unlimited franchise, saw a wide\r\nmargin in available bird watching equipment. Spotting scopes and binoculars did\r\nnot live up to the demands of their customers. Pending issues with equipment\r\nfollowed a slow warranty process that aggravated the Hamiltons and the end user.\r\nTo help contend with ongoing issues, the Hamiltons procured their own optics\r\nthrough worldwide manufacturers. This house brand grew into Eagle Optics. Eagle\r\noptics, at the time, was one of the larger optics retailers, providing a wide\r\nrange of products to their customers. The early success of Eagle Optics came\r\nfrom the Hamilton’s years of experience in the retail community. At this point,\r\nthe Hamiltons were selling optics to more than just bird watchers. Sportsmen\r\nand women were coming in to find optics to outfit their hunts. Ultimately, the\r\nHamiltons made the decision to solely focus on optics. As they say, the rest is\r\nhistory. When\r\ntalking with Shamus about the origins of Vortex and how that shaped their\r\nbusiness model, he believes Vortex held an “advantage over a lot of their\r\ncompetitors because they lived in the retail world for a while.” Their\r\nunique perspective on how manufacturers treated their customers gave them the\r\npillars for building an experience that is unparalleled. From that exposure, Vortex\r\nwas born.Early\r\nYears: Building the BrandWhile\r\nVortex today might be in a new HQ facility, their start was something quite\r\ndifferent. The optics brand spent their early days in a host of suites within a\r\nbusiness strip. As space was needed, they leap-frogged down the line, sometimes\r\nwith other businesses existing in between. While conditions were tight, this allowed\r\nthe Vortex team to really hone in on customer service. The\r\nHamiltons witnessed firsthand the pains the customer goes through when trying\r\nto get products warrantied. As an optics brand, they did not want their\r\ncustomers to feel this pain. Everything Vortex made or sold would be 100%\r\nwarrantied—no questions asked. It was about getting the person back in the\r\nfield as soon as possible, because if they wouldn’t, someone else would. With\r\nthis thought process, the philosophy of Vortex took shape. We are “huge\r\nbelievers that it is one customer at a time,” states Shamus. “That we do our\r\njob to make sure they have the tools they need to get out in the field.”\r\nVortex’s philosophy centers around the idea that the stuff they say they are\r\ngoing to do, they actually do. Shamus argued that the challenge of growing\r\nbigger is to multiply that idea through the expansion process. The problem was,\r\nVortex kept expanding. Suddenly, over two hundred people were crammed into their\r\nold location. A change was needed with the space to grow into an international\r\nbrand. The\r\nBrand Expands: Ethos in an Amazon World “We\r\ndon’t feel that an average experience is a good experience. If you didn’t have\r\na great experience, we didn’t do our job.” Shamus states that the acceleration\r\nof Vortex is rooted in its unconditional support of their customer. Everyone at\r\nVortex strives to make the customer experience exceptional. Anybody can create\r\nan average experience, but Vortex wants to elevate and provide a peak\r\nexperience. To do so, they hire people that have customer service in their blood\r\nwith a will to shovel snow.&amp;nbsp;Vortex’s shovel snow\r\nmentality—meaning no job or task is beneath anyone—provides a blueprint for the\r\ntype of person they look for. “We are not a hierarchy driven organization,”\r\nstates Shamus. “If you call in, regardless of if you get the owner on the phone\r\nor an employee that started six weeks ago, the whole goal is they should be\r\nable to take care of you. There shouldn’t be this insane chain of command to\r\ntake care of the customer.” Shamus then chuckles, “I’ve never been faulted for\r\ndoing too much for the customer.” At Vortex, no one person is bigger than the\r\ncompany. Everyone works together to build it. If there is trash laying in the parking\r\nlot, pick it up.&amp;nbsp;As\r\nthe company moved into a much larger space, one that rivals colleges and\r\nuniversities, Vortex leaned into what got them there: their employees. “I don’t\r\nthink that there is a place that cares about their employees more than Vortex.\r\nWe focus on peoples’ strengths and getting them into the right places.” A staff\r\nof 200 grew into over 400 full-time employees. A larger staff requires more\r\nresources and training. However, Vortex found a way to expedite that process. “We\r\ndon’t train a nice staff; we hire nice people. Get the right people on the bus and\r\nthe bus will get you to where you want to go.” Shamus further adds that “my job\r\nis immensely easy because we have really really talented people that we are\r\nsurrounded by.”The\r\nFuture: Creating an Edge while being at the Tip of the SpearNow that Vortex is\r\nsettled into their new space, a look tothe\r\nfuture begins. “My ultimate goal is to have 24-hour customer service,” states\r\nShamus. “We have grown as a worldwide brand. It’s become a big part of our\r\nbusiness. My goal is that if you get off after&amp;nbsp;third\r\nshift and its four in the morning that when you call, someone will pick up the\r\nphone. That’s my goal. We always want to\r\nbe available to our customers. A lot of people think that, but we actually\r\nbelieve it.” That growth can be seen through their international partners. From\r\nPRS shooters to 3-gun competitors, and acclaimed international hunters, the\r\nVortex brand can be seen everywhere. That means they service their products across\r\nthe world. While the United States has a thriving firearms community, hunters\r\nand shooters exist across the planet. Vortex wants to make sure those customers\r\nare part of Vortex Nation—no matter the time zone.&amp;nbsp;As\r\nthe company’s reach expands, so does their product line. Vortex really listens\r\nto their retailer and customer feedback. They pay attention to what people say\r\non forums and on the phone so Vortex can deliver a product that the people\r\nwant, not a product that Vortex wants to force onto them. That means Vortex\r\nwill solely focus on optics and not branch out into other avenues. As the\r\ncompany grows the goal is to stay focused on “who we really are and what’s\r\nreally important to us and use that to drive us in the future.”Part\r\nof that drive includes SPEAR—Vortex’s military development side. As\r\nadvancements are made through SPEAR, Vortex will translate that technology to\r\nthe commercial market. A look at history shows that technological expansion\r\noccurred through government programs (like NASA) or military procurement. SPEAR\r\nallows Vortex to take risks and push boundaries, though when I asked about\r\nplasma rifles and heat-seeking aiming devices, I received crossed looks. In\r\nClosing: Vortex Nation “We\r\nwant to be the industry leader in customer service. We actually just want to be\r\nthe best at customer service, not just in our industry.” Shamus further\r\nsimplifies it as: “Be the best overall.” Visiting Vortex and talking with\r\nShamus really expanded who and what Vortex is. Besides delivering quality\r\nproducts at affordable prices and having a great warranty, they are company\r\nthat believes in what they do. More importantly, they want their customers to\r\nbelieve in them. That is why they strive to be better. It is easy to order\r\nsomething on Amazon without giving thought in who you are buying from; just\r\nlook at how many stars it has then one click buying. But for the people that\r\nneed more out of their product, wether in the field, on the range, or in the\r\nline of duty, Vortex has your back. They are the company YOU can believe in.&amp;nbsp;\" />\n<meta property=\"og:image\" content=\"https://cdn11.bigcommerce.com/s-dlp5xwiggc/product_images/uploaded_images/behund-the-scenes-at-vortex.jpg\" />\n<meta property=\"fb:admins\" content=\"103726459769333\" />\n","stylesheets":"","title":"More than Optics: Creating Vortex Nation - Fin Feather Fur Outfitters","scripts":"<!-- Start Tracking Code for analytics_facebook -->\n\n<script>\n!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');\n\nfbq('set', 'autoConfig', 'false', '3223116384618868');\nfbq('dataProcessingOptions', ['LDU'], 0, 0);\nfbq('init', '3223116384618868', {\"external_id\":\"f47d06bb-002f-40d2-9db5-abc3176e022d\"});\nfbq('set', 'agent', 'bigcommerce', '3223116384618868');\n\nfunction trackEvents() {\n var pathName = window.location.pathname;\n\n fbq('track', 'PageView', {}, \"\");\n\n // Search events start -- only fire if the shopper lands on the /search.php page\n if (pathName.indexOf('/search.php') === 0 && getUrlParameter('search_query')) {\n fbq('track', 'Search', {\n content_type: 'product_group',\n content_ids: [],\n search_string: getUrlParameter('search_query')\n });\n }\n // Search events end\n\n // Wishlist events start -- only fire if the shopper attempts to add an item to their wishlist\n if (pathName.indexOf('/wishlist.php') === 0 && getUrlParameter('added_product_id')) {\n fbq('track', 'AddToWishlist', {\n content_type: 'product_group',\n content_ids: []\n });\n }\n // Wishlist events end\n\n // Lead events start -- only fire if the shopper subscribes to newsletter\n if (pathName.indexOf('/subscribe.php') === 0 && getUrlParameter('result') === 'success') {\n fbq('track', 'Lead', {});\n }\n // Lead events end\n\n // Registration events start -- only fire if the shopper registers an account\n if (pathName.indexOf('/login.php') === 0 && getUrlParameter('action') === 'account_created') {\n fbq('track', 'CompleteRegistration', {}, \"\");\n }\n // Registration events end\n\n \n\n function getUrlParameter(name) {\n var cleanName = name.replace(/[\\[]/, '\\[').replace(/[\\]]/, '\\]');\n var regex = new RegExp('[\\?&]' + cleanName + '=([^&#]*)');\n var results = regex.exec(window.location.search);\n return results === null ? 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than Optics: Creating Vortex Nation","body":"<p><span style=\"font-size: 18px;\"><br></span></p><table><tbody><tr><td><img src=\"/product_images/uploaded_images/picture1.jpg\" style=\"background-color: initial; color: rgb(93, 91, 102); font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px; width: 178px;\"></td></tr></tbody></table><p><span style=\"font-size: 18px;\">Recently,\r\nmembers of Venture Out visited Vortex Optics of Barneveld, Wisconsin. There, we\r\nwere able to pull back the curtains and take an extended look at what started\r\nout as a humble Wild Birds Unlimited that turned into an optics juggernaut. We\r\ntake a look at what really makes Vortex a leader in the industry with their singular\r\nfocus on customer care and quality products. Their VIP Warranty created the\r\nindustry standard and a widely known hallmark of the Vortex Brand. These\r\narticles will shed light and showcase the company behind the optics.</span></p><p><span style=\"font-size: 18px;\">As\r\npart of our stay, we were able to sit down with Vortex’s Vice President of\r\nSales, Shamus Terry. Shamus has been with the company for over 23 years,\r\nstarting with the original Wild Birds Unlimited. He has witnessed firsthand the\r\ntremendous growth of the company and offers a unique perspective on how Vortex\r\nbecame a leader in customer service.&nbsp;</span></p><p><span style=\"font-size: 18px;\"><strong style=\"background-color: initial; font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif;\">The\r\nOrigin: Wild Birds and Eagle Optics</strong></span></p><p><span style=\"font-size: 18px;\"><strong></strong></span></p><p><span style=\"font-size: 18px;\">The\r\nHamilton family, while operating a Wild Birds Unlimited franchise, saw a wide\r\nmargin in available bird watching equipment. Spotting scopes and binoculars did\r\nnot live up to the demands of their customers. Pending issues with equipment\r\nfollowed a slow warranty process that aggravated the Hamiltons and the end user.\r\nTo help contend with ongoing issues, the Hamiltons procured their own optics\r\nthrough worldwide manufacturers. This house brand grew into Eagle Optics. Eagle\r\noptics, at the time, was one of the larger optics retailers, providing a wide\r\nrange of products to their customers. The early success of Eagle Optics came\r\nfrom the Hamilton’s years of experience in the retail community. At this point,\r\nthe Hamiltons were selling optics to more than just bird watchers. Sportsmen\r\nand women were coming in to find optics to outfit their hunts. Ultimately, the\r\nHamiltons made the decision to solely focus on optics. As they say, the rest is\r\nhistory. </span></p><p><span style=\"font-size: 18px;\">When\r\ntalking with Shamus about the origins of Vortex and how that shaped their\r\nbusiness model, he believes Vortex held an “advantage over a lot of <em>their</em>\r\ncompetitors because <em>they</em> lived in the retail world for a while.” Their\r\nunique perspective on how manufacturers treated their customers gave them the\r\npillars for building an experience that is unparalleled. From that exposure, Vortex\r\nwas born.</span></p><p><strong><span style=\"font-size: 18px;\">Early\r\nYears: Building the Brand</span></strong></p><p><span style=\"font-size: 18px;\"><strong></strong></span></p><p><span style=\"font-size: 18px;\">While\r\nVortex today might be in a new HQ facility, their start was something quite\r\ndifferent. The optics brand spent their early days in a host of suites within a\r\nbusiness strip. As space was needed, they leap-frogged down the line, sometimes\r\nwith other businesses existing in between. While conditions were tight, this allowed\r\nthe Vortex team to really hone in on customer service. </span></p><p><span style=\"font-size: 18px;\">The\r\nHamiltons witnessed firsthand the pains the customer goes through when trying\r\nto get products warrantied. As an optics brand, they did not want their\r\ncustomers to feel this pain. Everything Vortex made or sold would be 100%\r\nwarrantied—no questions asked. It was about getting the person back in the\r\nfield as soon as possible, because if they wouldn’t, someone else would. </span></p><p><span style=\"font-size: 18px;\">With\r\nthis thought process, the philosophy of Vortex took shape. We are “huge\r\nbelievers that it is one customer at a time,” states Shamus. “That we do our\r\njob to make sure they have the tools they need to get out in the field.”\r\nVortex’s philosophy centers around the idea that the stuff they say they are\r\ngoing to do, they actually do. Shamus argued that the challenge of growing\r\nbigger is to multiply that idea through the expansion process. The problem was,\r\nVortex kept expanding. Suddenly, over two hundred people were crammed into their\r\nold location. A change was needed with the space to grow into an international\r\nbrand. </span></p><p><span style=\"font-size: 18px;\"><strong></strong></span></p><p><strong><span style=\"font-size: 18px;\">The\r\nBrand Expands: Ethos in an Amazon World </span></strong></p><p><span style=\"font-size: 18px;\"><strong></strong></span></p><p><span style=\"font-size: 18px;\">“We\r\ndon’t feel that an average experience is a good experience. If you didn’t have\r\na great experience, we didn’t do our job.” Shamus states that the acceleration\r\nof Vortex is rooted in its unconditional support of their customer. Everyone at\r\nVortex strives to make the customer experience exceptional. Anybody can create\r\nan average experience, but Vortex wants to elevate and provide a peak\r\nexperience. To do so, they hire people that have customer service in their blood\r\nwith a will to shovel snow.&nbsp;</span></p><table><tbody><tr><td><img src=\"/product_images/uploaded_images/picture2.jpg\" style=\"background-color: initial; color: rgb(93, 91, 102); font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px; width: 383px;\"></td></tr></tbody></table><p><span style=\"\"></span><span style=\"font-size: 18px;\">Vortex’s s</span><span style=\"font-size: 18px;\">hovel snow\r\nmentality—meaning no job or task is beneath anyone—provides a blueprint for the\r\ntype of person they look for. “We are not a hierarchy driven organization,”\r\nstates Shamus. “If you call in, regardless of if you get the owner on the phone\r\nor an employee that started six weeks ago, the whole goal is they should be\r\nable to take care of you. There shouldn’t be this insane chain of command to\r\ntake care of the customer.” Shamus then chuckles, “I’ve never been faulted for\r\ndoing too much for the customer.” At Vortex, no one person is bigger than the\r\ncompany. Everyone works together to build it. If there is trash </span><span style=\"font-size: 18px;\">laying in the parking\r\nlot, pick it up.&nbsp;</span></p><p><span style=\"font-size: 18px;\">As\r\nthe company moved into a much larger space, one that rivals colleges and\r\nuniversities, Vortex leaned into what got them there: their employees. “I don’t\r\nthink that there is a place that cares about their employees more than Vortex.\r\nWe focus on peoples’ strengths and getting them into the right places.” A staff\r\nof 200 grew into over 400 full-time employees. A larger staff requires more\r\nresources and training. However, Vortex found a way to expedite that process. “We\r\ndon’t train a nice staff; we hire nice people. Get the right people on the bus and\r\nthe bus will get you to where you want to go.” Shamus further adds that “my job\r\nis immensely easy because we have really really talented people that we are\r\nsurrounded by.”</span></p><p><strong><span style=\"font-size: 18px;\">The\r\nFuture: Creating an Edge while being at the Tip of the Spear</span></strong></p><table style=\"font-size: 15px;\"><tbody><tr><td><img src=\"/product_images/uploaded_images/picture3.png\" style=\"background-color: initial; color: rgb(93, 91, 102); font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px; width: 390px;\"></td></tr></tbody></table><p><span style=\"font-size: 18px;\">Now that Vortex is\r\nsettled into their new space, a look tothe\r\nfuture begins. “My ultimate goal is to have 24-hour customer service,” states\r\nShamus. “We have grown as a worldwide brand. It’s become a big part of our\r\nbusiness. My goal is that if you get off after&nbsp;third\r\nshift and its four in the morning that when you call, someone will pick up the\r\nphone. That’s my goal. We always want to\r\nbe available to our customers. A lot of people think that, but we actually\r\nbelieve it.” That growth can be seen through their international partners. From\r\nPRS shooters to 3-gun competitors, and acclaimed international hunters, the\r\nVortex brand can be seen everywhere. That means they service their products across\r\nthe world. While the United States has a thriving firearms community, hunters\r\nand shooters exist across the planet. Vortex wants to make sure those customers\r\nare part of Vortex Nation—no matter the time zone.&nbsp;</span></p><p><span style=\"font-size: 18px;\">As\r\nthe company’s reach expands, so does their product line. Vortex really listens\r\nto their retailer and customer feedback. They pay attention to what people say\r\non forums and on the phone so Vortex can deliver a product that the people\r\nwant, not a product that Vortex wants to force onto them. That means Vortex\r\nwill solely focus on optics and not branch out into other avenues. As the\r\ncompany grows the goal is to stay focused on “who we really are and what’s\r\nreally important to us and use that to drive us in the future.”</span></p><p><span style=\"font-size: 18px;\">Part\r\nof that drive includes SPEAR—Vortex’s military development side. As\r\nadvancements are made through SPEAR, Vortex will translate that technology to\r\nthe commercial market. A look at history shows that technological expansion\r\noccurred through government programs (like NASA) or military procurement. SPEAR\r\nallows Vortex to take risks and push boundaries, though when I asked about\r\nplasma rifles and heat-seeking aiming devices, I received crossed looks. </span></p><p><strong><span style=\"font-size: 18px;\">In\r\nClosing: Vortex Nation </span></strong></p><p><span style=\"font-size: 18px;\"><strong></strong></span></p><p><span style=\"font-size: 18px;\">“We\r\nwant to be the industry leader in customer service. We actually just want to be\r\nthe best at customer service, not just in our industry.” Shamus further\r\nsimplifies it as: “Be the best overall.” Visiting Vortex and talking with\r\nShamus really expanded who and what Vortex is. Besides delivering quality\r\nproducts at affordable prices and having a great warranty, they are company\r\nthat believes in what they do. More importantly, they want their customers to\r\nbelieve in them. That is why they strive to be better. It is easy to order\r\nsomething on Amazon without giving thought in who you are buying from; just\r\nlook at how many stars it has then one click buying. But for the people that\r\nneed more out of their product, wether in the field, on the range, or in the\r\nline of duty, Vortex has your back. They are the company YOU can believe in.&nbsp;</span></p><p><span style=\"font-size: 18px;\"><br></span></p><p><span style=\"font-size: 18px;\"></span></p><p><a href=\"https://www.finfeatherfur.com/categories/shooting/scopes-optics.html?_bc_fsnf=1&amp;brand=973\" target=\"_blank\" style=\"background-color: initial; font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif;\"><img src=\"/product_images/uploaded_images/vortex.png\" alt=\"SHOP VORTEX OPTICS\" title=\"SHOP VORTEX OPTICS\"></a></p><table><tbody><tr><td><p><a href=\"https://www.finfeatherfur.com/VentureOut/win-vortex-viper-hd-10x42-roof-prism-binoculars-msrp-64999/\" target=\"_blank\"><img src=\"/product_images/uploaded_images/binocular-giveaway.png\" alt=\"Win Vortex Viper HD 10x42 Roof Prism Binoculars MSRP $649.99\" title=\"Win Vortex Viper HD 10x42 Roof Prism Binoculars MSRP $649.99\"></a></p></td><td><a href=\"https://www.finfeatherfur.com/VentureOut/optics-101-mil-vs-moa/\" target=\"_blank\"><img src=\"/product_images/uploaded_images/2022-01-27-10-14-13-venture-out-fin-feather-fur-outfitters.png\" style=\"background-color: initial; color: rgb(93, 91, 102); font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px;\" alt=\"Optics 101: MIL vs. MOA\" title=\"Optics 101: MIL vs. MOA\"></a></td></tr><tr><td><a href=\"https://www.finfeatherfur.com/VentureOut/riflescopes-101-executing-the-objective/\" target=\"_blank\"><img src=\"/product_images/uploaded_images/2022-04-04-07-03-38-venture-out-fin-feather-fur-outfitters.png\" style=\"background-color: initial; color: rgb(93, 91, 102); font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px;\" alt=\"Riflescopes 101: Executing the Objective\" title=\"Riflescopes 101: Executing the Objective\"></a></td><td><a href=\"https://www.finfeatherfur.com/VentureOut/optics-101-christmas-trees-bdcs/\" target=\"_blank\"><img src=\"/product_images/uploaded_images/2022-03-21-07-54-45-venture-out-page-1-fin-feather-fur-outfitters.png\" style=\"background-color: initial; color: rgb(93, 91, 102); font-family: Arial, Helvetica, Verdana, Tahoma, sans-serif; font-size: 15px;\" alt=\"Optics 101: Christmas Trees &amp; BDCs\" title=\"Optics 101: Christmas Trees &amp; BDCs\"></a></td></tr></tbody></table>","url":"https://www.finfeatherfur.com/VentureOut/more-than-optics-creating-vortex-nation/","thumbnail":{"data":"https://cdn11.bigcommerce.com/s-dlp5xwiggc/images/stencil/{:size}/uploaded_images/behund-the-scenes-at-vortex.jpg?t=1669827285","alt":"More than Optics: Creating Vortex Nation"},"date_published":"Sep 29th 2022","author":"Cory Ross","tags":[]}},"currency_selector":{"currencies":[{"id":1,"name":"US Dollars","code":"USD","flag":"<img src=\"https://cdn11.bigcommerce.com/s-dlp5xwiggc/lib/flags/us.gif\" border=\"0\" alt=\"\" role=\"presentation\" 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