The Happy Burro

I was at my usual coffee shop recently. Been getting coffee there six days a week since it opened. I know the owners well.

So, Monday I’m told, “Sorry, we’re out of raw sugar. Should have some soon.”

Ok.

Wednesday, still nothing. So I suggest maybe getting some at Cub Foods, a local grocery store. The server (not the owner), says, “No, they only have bulk. We need the little packets.” So I walk over to the little ’service’ island that has napkins, stir sticks, honey and regular (bulk) sugar in a nice glass dispenser. “Why can’t you buy bulk raw sugar and put it in one of these?”

She replies, “Good question.”

Sooo….a few day later, owner is there. I ask again, and no raw sugar. I recommend the same option mentioned previously to the server. Answer from the OWNER, “It costs more at Cub. I’d have to charge you more for your coffee.”

Ok. I already pay $2-$3 per DAY for my coffee. I wouldn’t even notice the extra 10 cents. I do notice the absence of raw sugar.

I wonder if they’ll notice when I don’t come there for my coffee?

I still get coffee there.  Tillie’s Bean is a wonderful place - a true urban success.

What I learned - customers notice the small things.  Every time.

Joe Raasch :: Jan.12.2007 :: Life :: 2 Comments »

Many companies create value by delivering an experience for their customers. Millions are spent each day at restaurants (think Culver’s), retail (think Nordstrom) or even coffee (think Starbucks) as much or more for the experience than the product.

Now Starbucks really isn’t about coffee, right? It is about community. Nobody in their right mind pulls off a freeway, parks in a strip mall, waits in line for several minutes - all just for the priviledge of paying $4.00 (or more) for their morning coffee. Sure, the coffee has to be good. The real draw? It IS worthwhile to many having that Starbucks barista remember their name each day and say ‘hi’. There IS elan in having that white cup with the green Starbucks logo on the cardboard sleeve. “I belong, see!”

How do companies create an experience for their employees?

Baristas at Starbucks work to get that coveted black apron - a Coffee Master. Medtronic invites people who have had their lives saved with Medtronic medical products to speak at all-employee meetings. Employees at Coca Cola headquarters in Atlanta, Ga, are some of the first to receive the newest company products - before customers. You should visit and see the memorbilia in everyone’s office. At TGIFriday’s Restaurants headquarters in Dallas, TX, every single employee turns out to send off new store managers after they complete training. These are some incredible experiences, all designed for employees.

When do we start this experience for our employees?

It begins when they are a customer, a job seeker, in school, wherever/whenever they may hear of our company; and before they every apply for a job.  It continues through: recruiting, on-boarding, performance management, career management, talent management.  Each area provides unique opportunities to connect employees to the company and the company to employees.  In its best form, it is almost a contracted relationship: “we provide, you bring”.

What does your company do by way of an Employee Value Proposition to create that ‘experience’ - the Cool Kids Effect?

Joe Raasch :: Jan.12.2007 :: Employee Engagement :: No Comments »