According to Starbucks terminology, customer relationship is called "customer intimacy", and the purpose of service is "to make customers feel the experience of each upgrade".
What kind of service process can create an "upgraded" customer experience?
For example, the new employee Xiao Li is a young man with only a high school diploma. He has become a counter attendant at Starbucks.
Starbucks specially spends time training Xiao Li how to smile, make eye contact and listen, and can recognize frequent customers and establish personal relationships at the first time. Only a more personal relationship can make customers feel their own particularity, thus achieving the feeling of "upgrading".
Starbucks requires that when facing customers, Xiao Li ask some special questions that need specific answers, instead of ordinary "yes" or "no" questions, such as "I saw you looking at the price list. What do you like to drink? " Why does Starbucks have this requirement? Xiao slightly thinks there are skills here!
If Xiao Li asks a simple question, such as "Do you like coffee?" If the other party says "yes", Xiao Li, who is withdrawn, may not be able to answer, and then there will be no more ... On the contrary, "I see you are looking at the price list. What do you like to drink? " This kind of question will prompt customers to talk more, not only to quickly understand the needs of customers, but also to make Xiao Li, who is not good at words, easily establish good personal relations with customers without saying a word.
Bian Xiao believes that under normal circumstances, people who talk usually feel better than those who listen, which is why we usually prefer to talk rather than listen.
What can we do to make the new employee Xiao Li do the service well and quickly?
Relying on strict training mechanism and streamlined services.
Staff training is the most important thing, and most of the staff flow should be controlled in the first three months of staff training: as soon as Starbucks started, the training for new employee Xiao Li was particularly strict, and Xiao Li would work very hard in the first three months. Starbucks just wants to eliminate incompetent employees at the earliest stage.
Xiao Li, who has survived the training period in this way, will be more adaptable to Starbucks, usually staying in the company for several years, and the turnover rate of regular employees will also be reduced.
Process design: Starbucks standardized the process of serving customers into seven steps. For example, after Miss Dong placed the order, Schultz asked Xiao Li, the shop assistant, to repeat the order loudly in specific terms. "Small cups, ice and mocha, right?" Why does Starbucks want Xiao Li to repeat it loudly?
Bian Xiao believes that this is multifaceted! First, it can reduce the error rate and prevent Xiao Li from accidentally listening to the wrong words; Secondly, Zhang San, a new customer who doesn't come to Starbucks often in the back row, can hear it and learn the common terms of Starbucks by the way, which actually speeds up the order of ordinary customers.
In addition, when Miss Dong, an old customer, came up and said "small cup, ice, mocha" directly.