Cruz Hearing Aid Service celebrates 30 years of helping friends, neighbors
Alocally owned and operated business doesn’t reach its 30-year milestone without taking care of its customers. Cruz Hearing Aid Service Founder Felix Cruz calls it the “Cruz Experience,” a phrase that describes the care and compassion clients receive when they come in for a hearing evaluation or to purchase a hearing device.
“We love what we do. It’s truly a passion,” said Felix’s son, Joshua, who serves as president of Cruz Hearing Aid Service. “To us, it’s not about a job. It’s about helping people.”
For many, hearing loss is difficult to grasp. Unlike those who need braces or prescription glasses, there is a stigma attached to hearing aids that means one is old, past their prime or otherwise “broken.” However, ignoring or denying hearing loss can lead to fewer interactions with others and eventually a sense of social isolation.
In fact, hearing loss is so gradual that it slowly robs people of their quality of life without them even knowing it. Instead of finding out if there is a problem or not, they turn the television up a little bit, use the speaker function on their cellphone more and simply smile and nod when someone says something they don’t understand instead of asking them to repeat it.
Joshua Cruz recalled his first patient who received hearing aids. He said everything was going well until, as they were finishing up, the man began to cry.
“I thought I had done something
wrong,” he said, “then I realized that he was crying because he was so happy to be hearing things more clearly, not because something was wrong.”
People can struggle with their hearing for an average of seven to 10 years before they are ready to confront the issue and take action to improve their situation. Felix, Joshua and the entire staff at Cruz Hearing Aid Service know what it takes for a patient to walk through their doors and reach out for help. So, when they sit down to start the hearing evaluation, the hearing professionals take the time to listen to the individual’s story, including what brought them in, how they feel about their hearing, the daily challenges they face because
their hearing holds them back and what their expectations are in regards to hearing aids.
“During the first visit, we ask a lot of questions to get to know the patient and understand their story. Then we complete a hearing assessment, make a visual inspection of the ear canal with our video otoscope camera and discuss potential solutions to their hearing loss.”
Most are looking for a device that fits easily into their lifestyle — nothing too bulky, unsightly or expensive. Today’s technology makes it possible to meet all these requirements so the hearing aid will be joyfully used and not just regulated to a nightstand drawer. Offering a variety of services, being knowledgeable about a wide range of products and providing
proper fitting and programming is the Cruz Hearing method of helping patients achieve their desired result.
Board certified in hearing instrument sciences, both Felix and Joshua Cruz have worked in the hearing healthcare industry for decades. Joshua started working in the office when he was still in high school, answering phones and filing paperwork. He saw firsthand how patients experienced an immediate boost to their quality of life by receiving the hearing device customized to their individual needs and priorities.
He thought he would like to help people in the same way, so he graduated high school, went away to college and returned ready to help patients improve
their quality of life through better hearing.
“I think being in business for 30 years is a real testament to the service we provide and the passion we have for helping people,” said Joshua. “Our patients often refer their friends and family members to us.”
Cruz Hearing Aid Service has locations in Taylor, Farmington Hills and Waterford. The Waterford office opened in 2019 in response to patient requests.
Cruz Hearing Aid Service offers a complete selection of hearing aids including traditional behind the ear, receiver in the ear and canal types. The business offers a variety of accessories and can also repair most hearing instruments.
If price is a concern, Cruz Hearing Aid Service helps patients find the perfect device that fits into their budget by offering refurbished hearing instruments, financing and inhouse payment plans.
“We find a way to make it work,” said Joshua. “We never turn people away.”