The Keys to a Successful Business

The other morning I walked up to the counter of the coffee shop* I always stop at before work. The Barista** offered me a complimentary coffee, and then gave me a card which offers a free coffee every eighth cup purchased. The service there has always been mediocre, but the chairs are super comfortable and great for reading. Frankly I didn't think they noticed me as a regular customer until today. I have now become loyal to the establishment. Which brings me to the keys of a successful business.

Consistency and Spontaneity

I know they seem like opposing ideas, but combined these two ingredients make up the perfect recipe for good business. Let me explain.

When you get a haircut*** at a salon what are your expectations? Most the time you expect your stylist to interact with you in the same way as the last visit, to cut your hair the same way as last time (unless you request something different of course). Basically you want the same level of service, and the same person, each and every time you enter the salon. Now, most people will accept a variance to this guideline at least one out of every twenty visits (not a scientifically accurate calculation). But, what happens if your usual stylist is absent on multiple occasions, even though you booked an appointment with them? The salon receptionist then tells you a different stylist will be cutting your hair. Same friendly service, same great cut. But it's just not the same is it?
Or, your stylist offers you a coffee during the first few visits and then suddenly stops offering? Or, your stylist suddenly gives you bangs when you were so happy with the bowl cut you were getting for months.

(I call this the Dumb and Dumber cut, believe it or not I thought it looked good at the time {1990's}. George Clooney had something similar, but less bowl-ee) 


I know these things sound trivial, but most people are not conditioned for these variances.

Now, let's say you have been going to the same stylist for five years. Let's name her Samantha (I prefer female stylists, in case some of you are wondering about my choice of gender - I get too much satisfaction from a hair wash to allow another man's meaty hands touching my scalp) You've developed a pretty close relationship Samantha, bordering on friendship. Great, consistent, service and amazing haircuts. But every few months, out of the blue, Samantha gives you a free container of hair gel, or says "try this shampoo out for me". Would your loyalty to that stylist and salon go up a notch?

Like in all good relationships consistency can turn into boredom. Throw in a little spontaneous gesture now and then and that customer relationship could turn into lifelong loyalty, and a string of recommendations.


end notes:

* in case you're on the Gold Coast and want mediocre, but consistent, service and a nice cup of coffee, check out Gourmet Espresso in the Pacific Fair shopping centre. They may just surprise you. Look for me between 9:45 and 10:30am in one of the comfy chairs reading on my iPad.
- authors note: since originally starting this article the service at said coffee shop has gotten much better. Or perhaps I'm fooling myself into believing it ever since my free cup of coffee.


** did you know Barista is Italian for someone who works behind the bar (aka bartender)? So, the next time you're at your local pub, keep referring to the bartender as a Barista. Be wary of the surly ones though. You may discover extra, flemy, ingredients in your drink.


*** the idea of consistency in relation to haircuts was explained way better in Malcolm Gladwell's book 'The Tipping Point'.