Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
Issue link: http://freshcup.epubxp.com/i/158781
CUSTOMER #5: THE WORST-CASE SCENARIO Occasionally, customers come along who threaten to disrupt the harmonious atmosphere you work so hard to maintain. These tricky individuals—whether they are over-particular, easily upset or simply eccentric—often require a little extra effort. To keep things from spiraling out of control, fall back on a familiar strategy: offering composed kindness and courtesy. Treating everyone with equal respect is a hallmark of excellent customer service. Just ask the staff at Oren's Daily Roast: "With difficult customers, we try to treat them the same as anyone else," says Gabe Smentek, operations manager at the 11-location New York coffee retailer. "At each store, we will tell the staff to be aware of the lady who wants a cup of just foam … and eats coffee beans off of the counter while she waits—an actual customer of ours." Occasionally, there will be those who aren't just different but are unhappy with the way you do business. Listening to customer complaints is an acquired skill that requires patience, quick thinking and humility. Listen without getting defensive or offering excuses, and don't take criticism too personally. "When a customer complains, as hard as it is to hear it, there's usually a few grains of truth in it," says Greengo of the Queen Mary Tea Room. "You as an owner have to be open enough to say, 'You know what? Maybe we need to change that policy. Maybe we need to move things around.'" If there is a solution to their problem, offer it. If not, apologize and thank them for coming to you with the issue. Also, make sure your staff knows which issues to bring to you and which to handle themselves. White says that at JP's Coffee, by "empowering staff to handle issues themselves rather than drawing additional people into the conversation," problems are resolved before they become more complicated. business model and carefully assess which practices need improvement and which policies will remain written in stone (for example, geniality and sociability are non-negotiable for most retailers). Some customers are tricky, to be sure. But most of your patrons are probably good-humored and likable. To hold on to your regulars, reward them by showing friendly recognition, instituting a "frequent buyer" drink program or holding a customer-appreciation day. Let them know how much you appreciate their continued patronage—because without them, your "third place" would be just a place. THE BOTTOM LINE Having cohesive rules for staff to follow is important, but flexibility to change is also crucial. Similarly, don't throw out the book every time a customer complains. Stay true to your freshcup.com September 2013 35