This customer service story starts with delicious cookies. They’re famous. Everyone talks about them. I tried them for the first time last week. My friend and I walked into the shop – it was immaculate, and the open floorplan allowed us to see the magic in action. Bakers were emptying a bowl of the luscious batter while a bowl of butter sat ready to be made into the next batch of deliciousness.
We were the only customers in the store. It smelled great, of course. Nothing smells better than freshly baked cookies! Chocolate was in the air.
But an essential ingredient was missing for me. A human interaction. A friendly welcome. And any kind of appreciation for our business.
We were not greeted when we entered, nor acknowledged in any way. As first-timers, we didn’t know that we had to use the computers to order and pay instead going to the counter. No one offered instructions. No big deal, it only took a few seconds to figure that out, and it was a simple transaction.
Once we completed our purchase, we stood at the counter, waiting for our cookies. The employees worked the batter and chatted with each other while we stood there. We went on faith that they received the order that we entered a mere 10 feet away.
The FedEx delivery person came in, exchanged pleasantries with them, and left with a cookie. We stood there. Finally they brought our cookies to the counter and we left the store. My friend received the cookies, so I can’t be sure if they spoke to her or even made eye contact. I’m doubtful.
The whole experience probably only took a couple minutes, and that seems like forever when you’re invisible to those serving you. And there’s no one ahead of you. And the cookies are already baked and ready.
I’m making an assumption, but I believe the bakers in that store took great pride in the cookies they made. And they’re right to be proud, they are delicious. However, I also believe that they considered us an interruption to their work. They wanted to bake. They didn’t seem to want to serve customers. It’s my preference to interact, so I did not enjoy my cookie encounter.
I have a couple great recipes, so I don’t need to go out of my way to buy cookies. Their product is excellent. That experience isn’t worth a return trip.
It’s sad, really. Great customer service isn’t difficult. A few key words and habits can make all the difference. A simple greeting takes almost no time. And a “Thanks for stopping in, we hope you enjoy them!” would have made me feel valued enough to come back. That's the way the cookie crumbles...
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