The last of this two-part series focuses on the one final element that completes the package of a well-trained and effective employee: Customer service! This set of skills will help you portray yourself to your customers as self-motivated, educated, passionate and professional.

What is Customer Service?

So what is customer service? Customer service is the big picture, the whole package. It is providing the customer with products and services that exceed beyond expectations, the benefit and intended result being the development and continuation of a strong business relationship. This attention to how we treat, react to and build relationships with our customers can be the determining factor in your future together.

Customer service to a speciality coffee retailer means giving your customer an experience. This experience is the process of building a relationship that is so strong that your customer will not only be completely satisfied and return often, but they will also have the desire and willingness to share their experience with others.

What is customer service to the customer? Quite simply it is everything. They will immediately judge you. Customer service determines their brand loyalty, the amount of money they spend, and what they say about your business to others. It can even determine the route to work taken in order to purchase your coffee. Don't waste any of your valuable opportunities to win these people over.

Every customer searches for a balance of excellence and relationship with their barista. We help to develop this relationship by giving the customer value. A customer will return regularly - and pay higher prices - if they receive or believe they are receiving extra value.

Now, I want to make sure that there isn't a misinterpretation of the definition of the value I'm talking about. This is not the "cheapest deal". It's the presentation of a package; getting your money's worth by paying for an experience. This type of value is what it's really about; insuring satisfaction and guaranteeing a return visit. There is no cheaper way to build a business than by making this apparent to your customer, so they realise that this is the type of value you are trying to sell.

The customer wants the same loyalty the retailer desires. The only exception is that the customer will not make excuses or exceptions in the relationship.

Who is the Customer?

Customers come in all shapes and sizes, each as unique and special as you. How we cater to their expectations, demands and concerns is what separates the winners from the losers. Don't forget that they are why we are here and why our business exists.

What Does the Customer want?

We must always be completely obsessed with what the customer requests. They want and expect three main things in their interaction with you: speed, efficiency and value. Providing these important steps is what real customer service is all about? If you create an experience for your customer, they will give you their loyalty.

Speed - Customers won't mind waiting in line as long as they can see constant movement and have a reasonable expectation of waiting time.

Efficiency - Your customers need to get their order in a timely manner and have it feel, look, smell and taste the same way every time.

Value (reason to return) - They want a lot for their money. Give them an experience to remember. Have at least that one main compelling reason to keep customers coming back. Have fun with this. It can be one of the things that keep your relationship lively and interesting.

Customer service is creating an experience

The experience is everything. It's a combination of all the following criteria, and more:

Appearence of your cafe or drive thru or cafe

Appearance and demeanor of your staff

The way you greet each customer

Remembering customer names and drinks they order

Accuracy and quality of the order

Upselling

Giving the customer a reason to return

The list never ends. (I think you got the picture)

The Greeting

Learning to read the customer will help you to determine your approach to them. With practice you should be able to read customers' personality, and treat them accordingly.

Of course, every contact begins with a smile and is maintained within a safety net of politeness and respect. A smile is pretty much a universal way of comfortable acknowledgement; it sets people at ease and might even get them to smile back.

Take it a step further and start developing that relationship. The more a customer speaks to you, the more they share. That speeds up the relationship development, and that's what keeps customers.

What are they wearing? How do they speak? Do they give you a comfortable and inviting eye contact? Can you sense anxiety, frustration or hurriedness? Really looking at a customer will give you the right questions to ask or the right way to respond. Customising your approach will break down barriers more rapidly. That first icebreaker can do wonders for beginning that new and ever-so important relationship.

Getting the Order

I know it sounds like such a corporate cookie cutter action, but am a firm believer in quickly getting to the point. The tried and true welcome followed by "How can I help you?" or "What can I get for you today?" is very effective, and in today's competitive world, I feel is equally expected.

Remembering Names and Drinks

As a bartender working my way through college I quickly recognised the importance of remembering customers names and drinks. Besides the amount of fun it added to my job, it also directly affected how much money I made. I quickly learned that developing relationships equaled higher ring outs on my cash register.

I'm a big supporter of each barista wearing a nametag, with their name printed big and clear. It will automatically help to break down some barriers when you begin each customer relationship. One quick look at the tag and they can comfortably respond.

Customers respond better when you have remembered and recognised them by name, too. It moves the customer from a blank name and face to a friend and welcomed guest. If it is possible, your initial greeting to the customer begins with, "How are you today, Bob? the Usual?"

Accuracy and Drink Quality

Once getting the customer's preference, always repeat the order to guarantee to the guest that you heard what they said. Many drinks sound similar, especially with the "coffee slang" our coffee culture has created, like the tall skinny half-caf vanilla-creme caramel sugar-free macchiato with an extra shot!

Let's make sure we have it right the first time. Understanding and accommodating these unique requests are what make the specialty coffee business unique. You can truly customize anything to guarantee satisfaction. Repeating the order is a foolproof way to ensure the accuracy and importance of each customer's order.

Accuracy and quality of their order creates confidence and reliability in the business. Your customer should be able to come to your establishment at any time, be served by any barista, and still be able to expect the same great quality, service and accuracy that they have grown to love.

Upselling and Giving the Correct Change

Upselling is adding more products and additional items to a customer's order by suggestive selling. You can create a better experience for the customer by making sure they are able to get everything they may want. A good barista can easily add 20-30% to their daily sales by suggestive selling. Not only should you be willing and able to fulfil an order, you should also be able to suggest other items that may increase the satisfaction of their experience at your place of business. With practice you will find that a good description and reason to buy creates a better customer experience for the customer, while raising your daily sales.

There are three main times to upsell

Before the customer orders - recommend specials and signature drinks. Right after the customer orders, "Would you like an extra shot of espresso with that?" "Can I add whip cream?"

When the customer prepares to pay, "Can I add a muffin, bagel or pastry to your order?"

These may sound a bit cliche, but they work. Upselling is a relationship and numbers game. If you practice and ask every customer, you will dramatically add to your daily sales.

When finalising the customer's order and taking payment, always make sure to count back their payment amount and change. This will help you to avoid mistakes, discrepancies, con-artists, and it eliminates confusion.

Giving the Customer a Reason to Return

Every coffee establishment should have at least one compelling reason to offer their customers so that they will return. Have the best trained and most efficient employees, give treats to pets, offer the widest variety of flavours, have the most unique and distinctive menu, involve yourself in local ongoing charity participation, or make latte art a requirement - not just a treat.

These are just easy examples, but the truth is, if you want to distinguish yourself from your competition, if you really want to make that longlasting impression, then you need to create that unique and distinct reason for your customers to return.

Hint : If your unique selling proposition or your reason for customers to return is because you have the cheapest drinks or best monetary value, then you're being counter-productive and stepping on your own feet. This is a speciality market. Focus on it being special, and always keep commitment to quality at the forefront.

Training

Proper training and the development of education programs for your staff are necessity to create and maintain product consistency. Having control of consistency and quality will help you to create and sell to your customer's recognisable standards. These standards are what will build and defend your reputation. This type of advertising is priceless.

Part of training is creating recognisable standards for your employees. I'm a firm believer in uniforms and nametags. Uniforms create a feeling and sense of recognition to something familiar. When you see a police officer, an image of what they stand for is created in your mind. It's the same with an airline pilot, the employee at McDonalds, the UPS driver, and your employees. Creating recognisable standards gives you professionalism and credibility.

Complaints

There really are no problem customers! Customers who complain are participating in your business. They are pointing out areas of improvement and action you need to take to satisfy consumer demand. If a customer takes the time to complain, you should take their comments very seriously. If they say it, then believe it, whether it is what you or employee thinks happened or not. Make sure you always acknowledge and respond to all complaints. This is your reputation to build and defend. Take it seriously and overdo customer expectations for service.

Complaints give us an opportunity to recognise and target our areas of improvement. Always ask a customer how you can solve their complaint. They usually have an idea in mind. Do whatever it takes to make sure the customer leaves completely satisfied. In fact, always do something extra. This is not overcompensation - it's insurance.

After a customer has a problem or complaint they will do one of three things:

say something good

say something bad

say nothing at all

It's up to you to determine what message is carried out. How you react will determine how the customer will respond.

Log Book / Strategy Worksheet

Every mistake or complaint should be documented and logged. This tracking ensures that you are able to create action plans for improving your service and reputation. It doesn't have to be long and involved. Simply document the problem area to clarify the situation, and note the resolution. This helps improve service and recognises repetitive problems. Every customer needs to have access to management! As with many small businesses, the problem may have to do with the person or people handling your customer's order. Neglecting to have access through business cards or a posted contact number may cause you to lose a customer. Your business must always seem interested and attentive to customer needs.

Rewarding Feedback

Make your customers your business partners. You should constantly be asking and encouraging your customers to make suggestions and comments. Don't resist feedback - whether it's good or bad. Those customers that take the time to fill out comment cards, call or make suggestions are actively participating in your business, and should be rewarded for their ideas and candidness.

The benefits of their involvement in your business are too numerous to list. A customer who feels a part of what you are doing has created a bulletproof relationship and loyalty to you.

Creating and maintaining a standard and reputation for impeccable customer service should be the foundation for your business. Customer service isn't only financially rewarding to your business, it's also a way of making each day rich by sharing and growing your relationships with your customers.

Keith Hayward is vice president - sales and marketing for Dillanos Coffee Roasters, Sumner, Washington. He travels the country facilitating barista training seminars. Whether teaching a class at an industry convention, such as Coffee Fest Seattle, or for Dillanos clients, his attendees walk away with a much richer knowledge of the coffee industry.

Keith Hayward, (1)(253) 826-1807 or
keithH@dillanos.com