By Jon Swanson
Being individually responsive can be challenging. We talk about the idea, but how do you specifically customize things that are not part of your core service but help create the environment?
Let me give you a very concrete example.
I drink coffee. Often. I like when businesses provide coffee, but shudder when it is made by people who don’t drink coffee. They measure wrong, they don’t care how old it gets. My tire change place used to have coffee that way. I took my own.
About six months ago, things changed. They bought a Keurig single serve coffee maker.
Now, the coffee is always fresh. I get to choose what kind of coffee and how strong I want it. The last time I was in, I even made tea.
And no one working there has to spend time fixing coffee, cleaning the pot. My guess is that it will be cheaper for them than the old way.
And my guess is that it will help the sales of Keurigs.
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Funny how it is the little things that matter. If this made a positive impact on you, just think how many others are pleased as well. As a small business owner, you need to sweat the small stuff so you can reap the big rewards.
I agree with Nick. It’s amazing how something that costs you so little time or effort as a business owner can have a huge impact on the customer.
I remember the first time I had a clothing purchase wrapped in gift wrap and tied with a ribbon. It wasn’t for anyone but me, it was just a couple of tshirts. Nothing special. But that small gesture made the whole visit special. And made me a repeat customer.
Great example of how just a little thing can make such a big difference. How many word of mouth referrals or repeat customers would it take to pay for a wee coffee machine? (I’m guessing, uhm, less than one?)