18. View your coffee
business as though
you were a customer
Walk and think, walk and think. Make sure you regiment this
into every member of staff. The reality is that we all very quickly
lose sight of the fact that a customer sees things very differently to
the managers and employees. What you and your staff think is
important is not necessarily important to your customers.
A new customer will be intimidated 90% of the time. We are all
slightly awkward in a new environment, so view your business from
a new customer’s eyes as much as from an existing customer’s. It’s
a fine balance. You need to grasp that the new customer will be
confused about how you operate so you need to make your
systems as clear as possible without being clumsy. Is it table service
or counter service? Where do I get a tray? Where do I pay? If there
is the slightest doubt about these things then make it very clear to
them.
Consider getting staff to ask customers whether they have been at
your café before. If they haven’t then get the staff member to
politely explain how you operate - where to order, where and when
to pay and which products the server particularly likes themselves.
Create a training session where staff role play at being a new
customer, and make them understand that the script can be
amended into their own words (within reason).
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