5 Hacks to Creating “A Regular”
I spent three years behind an espresso machine.
In pulling espresso, pouring latte art, and interacting with nearly a hundred people a day, I’ve found that no factor is more of an indicator of customer success than the fluctuation of cash tips accumulated each shift. Our tiny jar at the register is a physical manifestation of the quality of our service.
I’ve spent thousands of hours chatting up coffee lovers and steaming milk—all while working to crack the social code of not only going home with more cash in my pocket, but enhancing the customer experience of each guest coming in for their daily jolt.
While the following principles were initially learned in an effort to encourage a few extra bucks in the tip jar, I have seen firsthand how these methods transform first-time visitors into returning guests, and returning guests into the regulars I see and serve every morning.
The following five hacks extend beyond a cafe counter, spanning across industries of all kinds:
1: ACT LIKE A HUMAN
Customers can smell a rehearsed, scripted interaction from a mile away and it’s an immediate turn off. Conversation under this guise is likely robotic, mindlessly presented or simply doesn't sound like something a normal joe would say.
To combat this, I add personalization and variation to my greetings and responses whenever possible. If I know a customer’s name, I say it often. I add a touch of humor when it fits, ask a kind question, or give a “how’s your day panning out so far?”
Personal touches like this do wonders in disarming an otherwise stiff and cold professional transaction.
Humanize every conversation and watch the magic (and hopefully monetary compensation) that unfolds.
2: STOP, WAIT, LISTEN
If a customer ran into a difficulty, a mistake was made in their service, or they just want to complain, oftentimes, the overwhelming need they are expressing is the desire to just be heard.
Before jumping in to fix, explain or get to the bottom of things, just listen.
Communication breakdowns occur when we’re listening to reply instead of listening to understand. In a customer success role, listening is your secret weapon as it creates a space where the customer feels they have room to express dissatisfaction and be fully heard. And deep down, that’s often all they wanted in the first place.
Tapping into this goldmine of trust-building with customers will reframe the previously negative experience into one where they walk away feeling seen, respected, and cared for.
3: BE A LITTLE EXTRA
Spice up the mundane by going the extra mile anywhere applicable and appropriate.
Did a customer mention it’s their birthday next week? PayPal them a little coffee money to celebrate.
Did they talk about their pet in your last interaction? Ask what their name is and remember it next time you chat. Something like: “By the way, I have to know–how’s little Oscar doing?”
Did they talk about a book or podcast with you? Take the time to read or listen to it and give your brief review when you see them again, thanking them for the recommendation.
Building a relationship begins with seeing customers as potential friends even if you’ll likely never interact with them outside the context of providing a service or product. In every sphere of life, we’re looking for connection and your customers are no exception.
In the area of kindness, never be afraid to be a little extra.
4: KEEP THE DOOR OPEN
It may seem like an afterthought but keeping the door of support and feedback open for customers regardless of the status of their service is vital to maintaining lasting and returning guests.
When I slide a drink across the counter to a visitor and pair it with something along the lines of:
“Hey, be sure to let me know how you like this!”
or
“If this isn’t sweet enough, don’t be afraid to tell me. We can always add more!”
or
“I know you’re trying something new today so if you don’t like this, don’t hesitate to let me know. I’ll make you something different. It’s no problem!”
The look of gentle surprise on the guest’s face in these moments is truly heartwarming. Extra lengths like this communicate to a customer that you’re committed to the quality of their entire experience from start to finish.
5: SAY THANK YOU AND REALLY MEAN IT
No matter the amount of money someone spends with you, the expression of genuine appreciation of a customer you can call yours is a marker of a company worth supporting.
Fostering authentic gratitude of your guests leaves a lasting impression, framing their experience with a cherry of positivity on top.
People are psychologically drawn back to environments that make them feel better about themselves. If a guest is genuinely thanked for their visit and for choosing you when they didn’t have to, they feel affirmed that they made the right choice and consequently, feel great about themselves as a person who makes good decisions.
CHEERS!
When we boil down to the dollars and cents of it all, a tip jar on a café counter gave me visible, measurable insight into what creates successful customer experiences. I discovered keys to genuine care that got guests returning morning after morning.
Sure, it helps that coffee is addictive, but so is quality customer care.