I have a morning ritual.
It starts at 4:30 am at the gym followed by a stop at Starbucks for two Venti Dark Roast.
One for now and one to microwave as I get to my desk at 7 or so to start my day.
Currently, that is $5.72 per day; 364 days a year.
(I take Christmas off) for an annual spend of $2,082.08.
But I actually spend much more than that because my wife enjoys those Green Tea Lemonades in the summer and also has an affinity to those yummy breakfast breads.
Throw in some Egg Nog Lattes at Christmas,
I easily spend $3,000 a year at Starbucks.
An intervention might be in order.
But that won’t be necessary because I quit!
On Black Friday, I bought a Keurig.
Not because I like Keurig coffee better.
But because my experience at Starbucks no longer justifies the premium I pay.
Let me explain.
I really enjoy a brewed cup of coffee at Starbucks.
I can not replicate the exact taste in any “at home” option I have available to me.
I simply paid Starbucks for something that I could do my self or pay less for elsewhere.
So, what happened?
Well, the experience started not to match the cost.
What used to feel like a luxury or elevated experience became less than satisfying.
It was still good coffee but little things happened that didn’t match the image that Starbucks had sold me.
There was more chit chat among baristas about whatever was on their mind than focusing on me standing at the counter waiting to give them $3,000 per year
…and it started to bum me out.
It became less palatable to give premium dollars for a Dunkin’ Donuts experience.
So, I quit and bought a Keurig.
I only did this when the experience did not match the investment.
It is the same thing in your company.
You are selling a paint job and you think that is what people have paid your premium prices for.
But it is not.
They have paid you for an experience that is seamless.
That focuses on them.
That anticipates their questions and needs.
And when they pay the final invoice, they not only say they got a great paint job, but even more so, they had a fantastic customer experience.
Lots of people can provide the paint job.
Not everyone can deliver the experience.
So what is your customer experience like?
From the first call or online bid request to the final invoice and follow up?
What are all the steps along the way and do they all enhance the experience the customer has and expects of you?
If not, make it a priority to fix the steps that keep you from delivery that experience.
Otherwise, the next time they need something painted, they might just buy a Keurig!
– Scott Lollar