Business leaders in Otley are bringing back good service awards as part of a concerted campaign to boost trade in the town.

Otley Chamber of Trade first presented the awards, in recognition of polite and friendly customer service, to what was Toyland back in 1993 but it has been gathering dust at Patisserie Viennoise, the last business to receive it, since 1999.

Now the chamber is re-launching the scheme and president Trevor Backhouse – the owner of Patiserrie Viennoise – hopes it can make a real difference to local trade.

He said: “Good service is free and although dealing with the public comes easily to some, and the characters one meets every day can be an enjoyable aspect of being in business in a town as pleasant as Otley, for others their customer service needs working on – especially on a rainy Monday morning.

“Personal, knowledgeable, helpful and, above all, polite service makes the difference between a customer returning and maybe becoming a regular or going somewhere else next time.

“It’s important to look after your customers, especially in these straightened times.

“Having rediscovered the shield in my shop I felt it was time to pass it on by resurrecting the competition, which fits nicely with our Shop Local and Otley Prospers campaign.”

Any customers who have experienced exceptional service from a local shop or business are asked to contact Mr Backhouse by sending an e-mail to info@otleypatisserie.co.uk or a letter to 34 Westgate, Otley with a description of their experience. Nominations will be accepted up until the end of December.

Mr Backhouse will then decide who should receive the award and there will also be a £25 cash prize for the customer who nominates the winner.

In what has been one of its most pro-active years for a long time, the chamber has also recently launched a shop locally campaign and organised an antiques fair. It is also working to help dozens of Otley shops and businesses greet their customers with illuminated mini Christmas trees above their premises over the festive period.