Like many Americans, my typical morning routine includes breakfast, a workout, and then a stop at my local Starbucks (or I settle for Dunkin Donuts if I don’t have access to Starbucks) for my morning dose of “good morning caffeine.” Every morning I visit either the same Starbucks or Dunkin Donuts around the same time and order the same thing (for the most part)- a venti, unsweetened, black iced coffee, of which I add a very small splash of cream to.
Here is where the problem comes in- because I order the same thing “most” days, the wonderful staff at both Starbucks and Dunkin often have my coffee waiting for me when I arrive. Great! But what about the mornings I want to change it up? Maybe a nice late or a delicious green tea.
My point is that these days companies use a variety of tools to understand their customers. Millions are spent on predictive analytics and behavioral targeting profiles. Customers are segmented, labeled and dropped into buckets. But at the end of the day these methods of targeting will not work if companies insist on having a one-way conversation between their brand and its customers.
I don’t mind that the staff at Starbucks and Dunkin knows what I want (it is great they remember me); I just want them to talk to me. Ask me what I want. Don’t assume and don’t take away my ability to choose what I want.
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Steve,
I agree with the “one-way conversation” problem. To continue using the Dunkin donuts example, I would stop in the same one every morning when I was working in Lincoln. Once I became a “regular” it would be on the counter by the time I came through the door. On the surface that sounds like great customer service. Except that by the time I took my first sip (a mile away) I’d find that it was different every day. I must have the “everyman” face because they knew I came in every day, but couldn’t quite remember what I ordered. Sometimes trying too hard is just as dangerous as not enough. By the way, I stopped going to that store.
I totally get where you’re coming from with this article. It might all come down to presentation, or better yet, as you suggest: conversation.
It’s hard to fault the fast-food employees. Being recognized is a special experience, and as someone who has experienced the blur of that industry- it’s even more of an achievement in that environment!
That said you have a valid point and I’d separate the issues into two parts. Recognize me and then talk to me. Those locations have the first requirement. And now they need a conversation which could be as quick as “Good morning! Want the usual?”
Its funny Bob, I have also starting going to different locations.The next problem will be they all catch on to what I like… then what?