Tis the season for Christmas parties in the office. On my way to work this morning, I picked up both some coffee for a party and a lesson in how kindness can win back a customer — even when the kindness isn’t directed his way. Kindness can rescue the Christmas spirit and your business.
I’ve been a fan of Dunkin Donuts coffee for years. I know the Worthwhile coffee connoisseurs are more the Starbucks specialty types, but I lean more toward the plain old Dunkin Donut blends or (my favorite) the Ethiopia blend at Liquid Highway. So, when it came time to get some coffee for the party, I planned on bringing in a Box O’ Joe.
I knew I had to call ahead if I wanted it on time, so I started calling around 7:30 AM to arrange for a box to be prepared. The DD Web site was very helpful and I found a map of all the locations including their telephone numbers. This wouldn’t be hard.
The first location had a busy signal. I tried it a couple of times. Then I attempted to call the next closest location. The associate who answered the phone told me that they were out of the Box O’ Joes and wouldn’t get more in until 5 PM “when the truck comes.”
Now don’t get me started on the “truck” at DD. I still remember the “Time to make the donuts” man. No more. Now we get our donuts shipped to us from a central distribution center. But I digress…
Once again I look up another location and call. Ring, ring, ring, ring, ring… Ah! the phone is picked up! “We’re sorry, there is no one available to take you call right now…” Okay, I’m now starting to have a bad customer experience! Does Liquid Highway have a Box O’ Ethiopia?
I then call the original location and a cheerful voice answers. Finally, I have the coffee ordered (though I am now running late). While I still have a bad taste in my mouth about the experience, I’m feeling much better.
Upon arriving at the store, I go in and am greeted by the pleasant associate that I talked with on the phone. I don’t even have to mention my name as she prepares to hand me the box, creamers, and sugar. I’m slowly getting over my miffed state.
At this time a man walks in with a glum look on his face. There are two cute kids with him about 6 and 4 years of age. He says to the associate, “I won’t be able to get them. I walked out of the house without my wallet.” The looks on the faces of the kids gets longer. They turn and shuffle out.
As I walked out I turned to go to my car, but the looks on the faces of those kids really pulled at me. Plus, I felt for that dad who was going to have some pretty unhappy kids on his hands! I came back to them. “Hey, would you like some cash?” I told the father. “I’d hate for them not to get their donuts.”
He didn’t want to inconvenience me, but I kept insisting. Of course, in the back of my mind, I was thinking. “Shoot, if I ran this place, I would give the kids some donuts. What would that cost to earn some good will?” I kept reaching for my wallet as this thought was going through my mind.
About that time the door opened to the store and the manager (complete with elf hat) came outside. “Come on in and get some donuts,” she said. The man responded, “Can I do that and just bring the money later?” The manager shook her head, “Don’t worry about it. Just come in and get some donuts.”
As I turned to walk to my car. All those bad feelings of the morning went away. That act of kindness on the manager’s part most likely won some loyal customers with that dad and his two kids. That manager doesn’t know it, but I know her act of kindness helped saved the good will of one long time customer.
