When customers visit coffee shops, the quality of the staff might earn more customer satisfaction and loyalty than low prices, according to J.D. Supra's inaugural Specialty Coffee Roaster Retailer Satisfaction Report.
The report reveals that customer service is almost twice as important in coffee shops as other elements of satisfaction, such as the facility, sales and promotions, merchandise and cost.
"With staff having such a high importance to customers, specialty coffee retailers have a tremendous opportunity to differentiate themselves from competitors by focusing on customer-centric approaches and enhancing their customer service training," said Sara Wong Hilton, senior director of strategy and product management. "Customers may even overlook other shortcomings if the staff is friendly, knowledgeable and helpful."
Additionally, the study found a direct correlation between high levels of customer satisfaction and positive word of mouth, resulting in more repeat customers. Coffee shops that run loyalty programs to entice customers might not recognize the same results as those that consistently provide good service and superior experiences, reports Business 2 Community. Businesses can earn loyal customers when they find solutions for negative experiences and provide personalized service.