Customer stories don’t start at the door.
They start before they’ve even thought of you. The person who purchased a scone from you? Her story started this morning when she didn’t have breakfast because she was rushing to work on the weekend.
Her story continues as she walked down the main city strip and decided a scone (not yet yours) would be the perfect thing since she’s in a hurry. She’d love the warmth of a shop because it’s cold outside, too.
She picked your shop out because of the steaming coffee sign outside. She decided then a coffee would go good with the scone, too.
This is where many a store owner and marketer think the story starts: She walks inside.
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Customer stories don’t end when they leave, either.
In fact, if you’ve created something remarkable, then the story never ends.
The lady who purchased from you gets to work–scone and coffee in hand–and sees her coworker. “Ugh, you got breakfast? I didn’t have time to make anything this morning,” her coworker said. “Here have half,” your customer responded.
They split the scone.
The story element of warmth you gave her, grew stronger with a sense of friendship.
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These are the stories that matter. That help you make decisions on a daily basis.
Do you raise the temperature a couple of degrees in the shop or keep it cooler because you’re hot behind the counter? Do you have light jazz music on or techno? Do you stop at a “thank you and you’re welcome” exchange? Or do you wish them a productive and fulfilling day?
Have you rehearsed your customer’s story? Are checking the decisions you make with the story?
Stay Positive & Figure Out The Story First, Then Make Decisions
Photo credit
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