Starbucks Promise

Since Starbucks opened I have liked the company: their environments, promotion design, accessibility, coffee and fair practices. They are all about a positive experience and a respite in your hectic day.

Since my last few visits, I'm putting them on notice. Despite poetic signage about daybreak breakfasts, it was not a positive experience. 

The restroom mirror had a splash of gunk plastered on it and looked as though it had been there for a while. Don't their employees ever visit the restroom? I know it gets heavy use but cleanliness in a coffee shop is not a frill – it's basic. 

Branding is a promise, not just about advertising but every small detail of customer service.

I still like the staff service and love that everywhere I go they are never more than a few blocks away. Their brochures are cool and their drinks are hot. Is that enough? 

What's happened to their management? Am I the only one noticing?

Bed, Bath & Beyond – Service With A Smile

My blender broke last week.

If you don't feel that's earth-shattering news, I completely understand. But let me explain. Some time ago my nutritionist, Dana Reed, recommended a protein shake. At first I resisted but now I'm completely addicted to the perfect shake every morning. So in my world a blender breakdown is a crisis. 

It wasn't long ago that I purchased this blender but apparently the appliance wasn't up to my daily smoothie drill and suffered from burnout. Heartbroken, I went to dispose of it (yes, I grow attached to shiny, inanimate objects) when I remembered I had purchased it at Bed, Bath & Beyond. 

I trotted down to BB&B, all set to complain about my appliance's short life span. I handed over my machine and the online printout showing the blender's price, noting I didn't have the receipt. No matter – with no questions asked, the customer service rep printed out a credit for $149.99 plus tax. Why would you shop anywhere else with phenomenal customer service like that? Yay! Why can't every store be like Bed, Bath & Beyond?

Triumphantly, I sped to the blender section. Now, what to buy? Common sense dictated not the same brand – although I was fond of its stainless steel look. Why hadn't I read the reviews?

I had a well-known brand in my cart when I noticed the Breville. Its simple, solid design seduced me. After all, I'm a designer at heart (before I became a marketer, I owned a graphic design firm). The Breville was impressive – not just the appliance – but the packaging too. Of course, it was the priciest one $199.99. Isn't that the price of a washing machine in the suburbs? I'm so high maintenance. 

I commandeered a salesperson to explain the different machines' features. I was in love. Needless to say, the Breville and I went home together. I also bought a Breville immersion blender for all the soups I will make. Besides I had 20% off BB&B coupons. Shopping is fun! Now the part I hate most – set up. 

PS: What can a small business owner learn from this story? Here's the golden nugget. I will patronize the business that makes my life easy. I will buy from the people who give me added value, not just coupons (they were a nice bonus) but more important, unconditional guarantees. BB&B reduced the risk of buying – and I bought twice as much. 

They showed me that they value me as a customer. They are not just transactional – for the moment. They are supportive of the relationship. This is a long-term strategy. 

They were also "nice". Wouldn't your rather do business with people who are "nice"? That's good customer service. And it's rare today so people who apply these rules stand apart. Ask yourself, how can I make my clients' transactions more comfortable? How can I reduce their risk so they are more likely to buy? Think about what's in it for them and then add more. Create an irresistible offer and watch how people respond.

Buzzword Dissected: CRM

You've heard the words: customer relationship management (CRM), mass customization, data mining, and more. I don't know about you but I don't want to manage my clients, and I know I never will. Relationships, yes. Conversation, yes. Engagement, yes. I can manage my database but not my customers. What I can do – is give them what they want.

We're all customers. We know what we want:
• Authenticity
• Respect
• Value
• Excellence
• Things that work
• Things that help

We want what we want – when we want it. And we are intelligent enough to choose.

We also know what we don't want:
• Voice mail Hell (or web site Hell for that matter)
• Products that don't work
• Services that don't deliver
• Things that hurt us
• Spam
• A vacuum when we need answers

Simple. Give me something that improves my life, my work, my world. Eliminate everything else. That's my customer relationship wish list. What's yours?