I am still an engineer but if any of you have read my recent article about Melbourne in Lichfield my wife has thrown me into the weird and wonderful world of coffee.
Most is positive but I am also hoping to use my own perception as a former customer to try and improve the experience that our own customers receive –
“Do unto others as you would have them do unto you”.
A lot of the coffee industry in the UK is focused around ‘The Hipster” a strange creature that believes that what they produce transcends the mere thing to become works of art. As such these things then become impenetrable to the uninitiated. A large chain recently launched an advertising campaign using the more complex concoctions as a reason to just come in and get ‘coffee’.
Often when someone gets too involved in their product it is other things that suffer. While it is clear that the product has to be good if a business is to succeed, if people don’t want to work with you for other reasons you will never meet your full potential. Looking from the outside and a recent occupant of the customer’s side of the counter there are some areas that really need to improve.
Coffee shops began in Europe as a place for people to come together, share knowledge, discuss current affairs and of course to drink coffee. That history lives on today; people use cafes for business meetings, to catch up with friends, to read the latest news, to write their blog, a whole manner of communication. Unfortunately, in some cases, the product itself has assumed a greater importance for those that produce it than the simple service of providing a space to share ideas.
So with that said let’s address the first issue I’ve seen from the customer’s view.
How do I actually get my coffee and where do I sit? This might seem like a really stupid question but do you go to the counter and order first or grab a table and wait for someone to take an order? What do I do if I order two coffees, a tea, two sandwiches and some cakes and then realise the place is so full that there’s nowhere to sit?
Is it good etiquette to grab a table before you’ve ordered (I’m British, I worry about such things).
It only takes a sign near the door or on the tables and this all goes away but unfortunately cafes expect you to know the system like a seasoned regular, honestly if it’s not clear I turn around and walk back out the door.
I’ve already mentioned the art world of coffee and unfortunately you don’t get art without a certain amount of attitude. There are an alarming number of shops out there that make it feel like an offense that you ask them to grind the beans and pour water on it. And heaven help you if you want to put milk with it. That’s even before you get to ordering a large flat white or a dairy alternative like almond milk. In some cases there is something to back it up, milk (or an equivalent) can overpower a coffee but at the same time if people like what you hand them does it really matter what it would taste like to you? In case there’s anyone struggling the answer is no. There’s only one person that drinks what you hand them and that’s the customer.
Finally comes the creation of art. It can be a long and tortured effort to produce great art and latte art is no different. Typically these days’ people don’t have time for a barista to pour a perfect tulip or a swan. They think it’s really pretty when they get it but not long after a lid goes on it or it gets drunk. Spending an extra minute to get that swan just right may satisfy your inner artist but please, please, please just give me my coffee!
The last few items have been directly dealing with the public who are not in the industry, other than as the final consumer, but there are other underlying issues abound in the world of UK coffee. While many are experts at producing high quality goods, be it roasted beans, fruit sodas, cakes or otherwise, many are not as slick at actually producing them either in high enough volume, on time or both. In my previous article I referenced our first cake supplier who let us down at every turn with delivery. Fantastic product but we can’t run a business based on guesswork of whether someone is going to deliver or not. Many businesses come out with great products and start promoting.
The Internet generation can do great promotional work with minimal effort but it means nothing if you can’t deliver on it. The best product in the world will never sell if you can’t actually deliver it and even worse it can cause other businesses to fail because they relied on you to deliver and you failed.
Finally I’d like to mention the key to all of this – communication. Whether it’s from a roaster to a café or the barista to the customer communication is key. In the business to business world it needs to be clear and to the point, in the business to consumer world it needs to be enjoyable, clear and part of the experience.
A simple hello and a chat while the machine takes the 25 seconds to pour their espresso can brighten a dull day. Answering any questions they have about their coffee politely and clearly will bring them back again. Even if you don’t a customer wants to feel cared about and valued, a smile goes a long way and for a business this is completely free.
To conclude I want to say that not everyone suffers from these afflictions, many have good operations to go with a good product or a friendly smile and hello to go with an amazing coffee. However it is important to continue to improve and to look through the eyes of your customer. Find yourself a customer advocate or two, particularly if they feel they’ve had a bad experience. Understand their view, even if you don’t agree this doesn’t mean it isn’t valid. At Melbourne in Lichfield we know we can’t please everyone with our products but we can listen and decide if we want to change, otherwise we would never grow and never get better.
BY ANDREW PEASE
