It doesn't take much to make my day. I just stopped at Costa for a strong coffee - I don't usually advertise brands on social media or public platforms, and I don't get free coffee from them, I promise - but for me they have the best coffee.
I was carrying a few bags and just as I arrived, a Costa team member was entering the premises; she smiled and held the door open for me. I walked to the counter to order my americano and was welcomed with another beaming face, and a 'good afternoon, what would you like?' This, followed by a genuinely warm 'thank you, enjoy your coffee.' I then moved on to the service counter and got another smile and friendly greeting from the barista. As I was about to take my tray and go sit outside in the warm sunny afternoon, the barista asked me whether I was able to carry my tray - I was, but it was very much appreciated to be asked. Yet another thank you and smiley friendly face.
I am yet to have a negative experience at Costa, you may have, but this shows to me that not only does the company focus very much on the customers and valuing them, but it also highlights the importance of great customer service training and recruiting the 'right' people – by that I mean people who care, people with the human touch. The hospitality industry might not be the NHS, and working as a customer service assistant, a waiter or a barista might not be a calling, a vocation, but it still requires people who are genuinely caring. Businesses must take care of their employees first, creating a company culture where empowerment, encouragement and nurturing is enshrined, where they can also find their purpose at work. This will create opportunities for them to growth and develop, feel valued and trusted. Training and supporting them so that they have the necessary tools to provide an excellent customer experience is very much part of this. Many businesses do; they invest in training and they can see their ROI increase.
I don’t often tell of my bad customer experiences, but I can tell you there are many more than good ones; and I am certain we all have encountered more than our fair share.
I am still bewildered by how many businesses still don’t give customer training the same importance as any
other department in their companies. As we know very well, training budgets are cut first and budgeted last. And things won’t change until this mindset changes. Fortunately, some companies understand the importance of great customer service training and there are signs that things may be improving on that front.
When I purchase a coffee, I expect more than a great quality cup of coffee; I am also paying for the service. It's always a great feeling to feel valued and appreciated - as a customer or as a member of staff.
So, I will keep coming back to Costa again and again.
