Business Rule #1: "Give Customers What They Want"

Early this afternoon, I drove up to the drive-through of my favorite coffee chain in Fresno, CA, to order my usual favorite -- an Americano with 3 espresso shots (yes, I'm a caffeine addict and I have to keep my caffeine levels up like car fluid levels). Usually I order the smallest-size Americano (which contains 2 espresso shots) and ask the coffee attendant serving me to add 1 extra shot for a total of 3 shots. Today, after I placed my order, when I pulled up to the drive-in window, I was surprisingly gifted with an Americano with 4 shots in a larger cup and extra water. I politely reminded the coffee maker that I wanted 3 shots in the small cup with extra room (I like less water because I like my coffee strong) and instead they gave me more shots, extra water, and lovingly tacked on an extra 30 cents to the bill. I iterated to them that all the other shops by the same company I visit entertain this order without a problem, so they offered to remake my drink and charge me the normal bill.

An added story is that the same coffee store down the hill from where I live is notorious for getting this order wrong too. They get the cup size right and the correct number of shots, but they seem to lack the concept of 'extra room'. Four out of the last seven times I've requested this drink from them, I've gotten an Americano with 3 shots and no room. It makes me wonder if from now on, do I have to patronize the employees every time I order a Americano? Imagine the order:

Coffee maker: "Hi, welcome to {store name}! What can we get for you?"

Lee: "Hi, I'd like a regular Americano with an added shot and extra room, please."

Coffee maker:" Got it. A regular Americano with an extra shot and extra room."

Lee: "You got that, right? Extra room? Did you put extra room in that order? Got it?"

In my time as a professional web designer, I've learned that clients know best what their needs are, knowingly or not. On a couple of occasions, I've drafted web design concepts for clients, going beyond what they requested because I was trying to develop what I thought was the best, most creative solution for them, only to get the idea shot down and retold exactly what was wanted. I've learned my lessons and now I strive to meet customer needs and objectives exactly, and I sometimes offer potential added solutions as a suggestion. But I won't deliver a product with unwanted bells and whistles or other unrequested items just to say "we know what's best for you."

Bottom line: "Give customers what they want. The customer may not always be right, but the customer is the customer."

Lee L. is passionate about the dream of true customer service. He is also the founder and CEO of Design ForSite, a San Jose web design firm specializing in websites and web consultations for small, medium and startup businesses that extols the dream of customer service, ethics, and a solid web product. Find out about our dream at www.designforsite.com.