I treat myself once a week to a special brew of coffee at a brand all of you would know. I have enjoyed this weekly java for several years. I do on occasion visit this establishment more than once a week, but for the most part it is just a weekly treat.
Even though I frequent this establishment only weekly, on occasion I have the same person at the register and they provide true Outrageous Customer Service, they know my name and my drink. I almost feel like Norm at Cheers.
We all understand their process; it is pretty basic. You order your brew, they make your brew and you leave. For those of us that just get coffee, there can be one additional step and that is to add our cream and sweetener. Etc…
Here is where the process has changed. I have noticed that after the morning rush when you approach the table to doctor your coffee, there is a missing ingredient. You guessed it, the Cream is no longer in the thermal silver container. Instead you now ask the person behind the counter for some cream and they offer it to you in a small cup.
Notice how I worded that, you ask the person behind the counter for some cream. WAIT A MINUTE, when I order the coffee, I always say; “Please leave enough room for Cream”, or at the very least they ask if you would like room for cream. So, if we are really paying attention to what the customer is saying of for that matter what we are asking, would it not be the next logical step to just get them the little cup of cream? It makes sense to me.
This is not a slam on this establishment, but an indictment to all of us who serve customers. Are we listening to our customers? When we listen to them do we understand what they are saying? Take a quick look at your processes today and see if you are really listening or has the process taken over despite the need or desire of the customer.
This does not just apply to owners and leaders, actually those who are on the front line will most likely know if we are listening or not. Be more intentional in Listening to the customer, and please give them the cream in the little cup.