Of the attributes of a business brand, consistency of customer experience is top of the list. Consistency creates customer loyalty. A loyal customer is a repeat customer. Typically, repeat business is a lower cost opportunity to higher profit margins than new business. Therefore, customer retention should be a preferred business priority. But, people and businesses operations are imperfect. Mistakes happen. When a loyal customer is disappointed, how a business responds is an opportunity to strengthen the companies’ brand. Act I
Me: I’d like a twelve-ounce, dark roast coffee, and oatmeal with raisins, almonds, honey, and skim milk please. Barista: I’m sorry. We don’t have oatmeal this morning. We have to go to 7-Eleven to get oatmeal. Me thinking: How annoying. I want oatmeal. Why didn’t you buy oatmeal yesterday afternoon? You could have picked it up, this morning, before I arrived. 7-Eleven is right across the street. Why weren’t you prepared? Me: Okay, I guess I’ll come back another time. Barista: Would you still like your coffee? Me: No thanks. Barista: (Silence) Me: (Silence) What’s wrong with Act I from a consistent customer experience point of view? The barista’s explanation was an excuse, not an apology. An apology has two parts:
The barista’s script describes business issues, not customer concerns. Explanations of why oatmeal wasn’t available reinforced the already negative customer experience. A sale was lost and possibly a customer. Let’s replay this act with a positive customer experience script. Act II Me: I’d like a twelve-ounce, dark roast coffee, and oatmeal with raisins, almonds, honey, and skim milk please. Barista: I’m sorry. We don’t have oatmeal this morning. We have fresh baked scones, cookies, and other breakfast items. Would you like a free cup of coffee to go with your selection? Me thinking: Wow, how great. Me: Yes, how thoughtful. I’d love a scone, and thanks for free coffee. How nice! Barista: It’s the least we can do. We ‘re grateful you’re a regular customer. See you tomorrow. Me: Yes, you will. If this essay is meaningful, please like or tweet below or leave a comment. Thank you for your interest and possible action you may take. Richard Wilberg, MS, PLCC, ACC Life Coach for Personal Fulfillment and Career Success
0 Comments
Your comment will be posted after it is approved.
Leave a Reply. |
About the AuthorI write personal essays, creative non-fiction, flash fiction, and self-development articles from my home in Madison, Wisconsin.
Archives
May 2023
Categories
All
|