I. What are Customers?
Customers are the most important people in our business.
Customers are not an interruption of our work but are rather the purpose of it. We are not doing them a favour by serving them. They are doing us a favour by giving us the opportunity to do so.
Customers are not dependant on us, we are dependant on them.
Customers are not outsiders to our business, they are a part of it.
Customers are not cold statisitics. They are flesh and blood human beings with feelings and emotions, biases and prejudices.
Customers are not someone to argue with or match wits with. No one ever won an argument with a customer.
Customers are people who bring us their wants. As sales and marketing people, it is our job to handle those wants in a way profitable to the customer and to ourselves.
II. The Customer
You often accuse me of carrying a chip on my shoulder, but I suspect that this is because you don't entirely understand me. Isn't it normal to expect satisfaction for one's money spent?
Ignore my wants and I will simply cease to exist. Satisfy those wants and I will become increasingly loyal. Add to this satisfaction any little extra personal attention and friendly touches you can dream up and I will become a walking advertisement for your establishment.
When I criticize your food or service, which I certainly will do whenever I am displeased and to anyone who will listen to me, take heed. I am not dreaming up displeasure. The source of it lies in something you have failed to do to make my eating experience as enjoyable as I had anticipated. You must find that source and eliminate it or you will lose me, and my friends as well.
I insist on the right to dine leisurely or eat in haste, according to my mood, schedule or other circumstances. I refuse to be rushed and I abhor waiting. This is an important privilege that my money buys from you. If I am not spending big money with you this particular time, just remember that if you treat me right I will be back later with a larger appetite and more money to spend, and probably with a number of my friends.
I am much more sophisticated these days than I was just a few years ago. I've grown accustomed to better things, and my needs are more complex. I am perfectly willing to spend more money with you, and I have more money to spend, but I insist on quality to match your prices.
I am, above all, a human being. I am sensitive, especially when I am spending money. I can't stand being snubbed, ignored or looked down upon. I am proud. My ego needs the nourishment of a friendly personal greeting from you. It's important to me that you recognize my own importance to you and that you appreciate my business.
Of course, I am a bit of a showoff too, but don't condemn me for that because you're probably a little silly at times yourself. Just smile and indulge my whims as best you can. Remember that while you are feeding me in the literal sense, my money is figuratively feeding you.
Whatever my personal habits may be, you can be sure of this; I am a real nut on cleanliness in restaurants. Where food is concerned, I demand the strictest sanitation measures. I want my meals handled and served by the neatest of people in sparkling surroundings. If I detect such signs of carelessness as dirty fingernails, messy hair, soiled towels or aprons, you won't see me again.
I am your customer now, but you must prove to me again and again that I have made a wise choice in selecting your restaurant over others. You must also convince me repeatedly that being a Croissant Tree customer is a desirable thing in the first place. I can, after all, eat at home, somewhere else or even bring a lunch. You must provide something extra in food and service. Something superior enough to beckon me away from my own table and draw me to yours. You must provide the incentive for me to eat out.