Several years back, before cappuccinos and mochachinos and caramelattes became the “in” drinks of choice for my generation, I used to get my flavored coffee fix from the local convenience store. Sure, the cappuccino machine just spat out hot water half the time, and the flavors were usually limited to Vanilla and Out of Order, but when it did work – it was a real treat, and cheap too.
There was always an older gentleman there, sitting in one of the mock cafe booths, watching the world pass by while sipping on a large coffee. It seemed like kind of a ritual for him. If there wasn’t any fresh coffee when he came in, he would calmly ask one of the cashiers if they could make some when they had a spare moment. He was kind, considerate and well-liked. Most of the time.
One young cashier in particular treated this man rather brashly. He would act as if every request were a personal insult on his intelligence and would go out of his way to corral this man back to his lonely corner. In one instance, I remember the man coming in to get coffee, and all he was faced with was the glare of this smug cashier and a pot brimming with thick, syrupy coffee grounds. The old man didn’t cause a fuss. He simply said nothing, calmly threw away his cup and shuffled quietly out the door.
How $638.75 Ended Up Missing the Very Next Day
That was the last time I ever saw him. Occasionally I overheard the staff at the front of the store asking each other if he had come in that day. One day, the smug cashier remarked to his manager, “I don’t see why they’re making such a big deal about that old guy… It wasn’t like he spent a lot of money in here or anything. It was just a $1.75 cup of coffee – every day. So what?”
“He might look like a $1.75 customer to you”, the manager replied. “But considering that he came in here every day so long as I can remember – all those coffees added up over time. If I had to guess, I’d say he probably spent over $600 a year here.”
I wonder how that young man would have treated him if he had bought $600 worth of products? Even though it’s hard to imagine anyone buying $600 worth of anything at a convenience store, this man had become a loyal, lifetime customer – something every business, whether it’s online or offline, works hard to get and keep.
And all it took was one self-centered, snarky action to change that man’s perception.
What You Can Learn from His Mistake…
Granted, your favorite fast food restaurant isn’t going to bend over backwards to make sure your hamburger is fixed perfectly or that your convenience store coffee is hot and fresh all the time. But at the same time, remember that our perceptions of them are what drive our expectations. And it’s no different whether your business is brick and mortar or click and order.
Whe it comes down to it, “conversions” are about more than just data on a page. And making money is about more than the number of sales. To run a successful business, it’s about treating your $1.75 customers as well as your $600 customers.
One thing is sure – no company can put a dollar amount on the value of a lifetime customer. That value is something you earn over time. It’s a type of loyalty that pays you back – not just in profits, but in recommendations and referrals as well.
Tags: coffee, customer retention, lifetime value
What a great story – next time some kid gives me attitude, I might just recount that one to him!! ;o)
A similar thing happened to my dad: He used to get his gas at a locally owned gas station. He liked the guy who ran it, as the guy was always very pleasant to him. He tried to get everyone to get their gas there, and any time he was getting close to needing gas, he would make a point to make sure he got his tank filled there.
One day, he needed to fill his tires with air. He used the air pump, which did not work. He went into the store to ask about it, and the woman at the counter smugly told him it was out of order. He asked why there was no sign, she just shrugged. He politely asked if he could get his 50 cents back since they didn’t have it marked, and he wouldn’t have used the tank if it had been – she rudely refused.
In that case, this incident cost the company a very loyal customer. He never returned there because of how rude the woman had been to him. All over 50 cents.
Customer service is important no matter what the customer is paying. After all, you’re the one who sets your prices. If you want every customer to be a $600 customer, charge $600 for each thing in your store. I’m sure that will go over wonderfully.
What a great story–and such an important moral. If being nice for the sake of it isn’t enough for you–at least consider how small payments add up. Imagine if this man had been treated especially well by everyone every day–before long the convenience store could have had a little informal “coffee club” of 6-10 men each buying coffee every day…….
This is a great story Sherice. Well worth remembering on my “snarky” days. = >
That would have been a great idea! And it’s a shame that one person stopped him from something that you could tell he clearly enjoyed. For what it’s worth, I haven’t been back there in years myself…guess that’s saying something!
No kidding! And consider how much business was lost because of friends, family members, colleagues, etc. that he (could have) referred there over time. Some companies preach so much about the value of customers but then don’t reflect it in the way they do business. Here’s another perfect example.
That’s a great story. People underestimate the power of the little guy.
I feel bad for that man. He lost something in that exchange. Sure, he made a choice not to go back, but he did lose something. Thanks for sharing. Powerful reminder.
I’d like to think he found another coffee shop with other disgruntled customers and they now get together to play scrabble or swap war stories
Fantastic story! It’s the little details that count…