You're Fired

No, I don't intend to only blog on responses to readers comments forever. However, with the interesting topics we have been discussing, it's important to look at what Joanne is saying a little more closely...

Joanne said on "The Only Customer".....

"I understand both sides. I'm a frequent diner that got out of the service industry a long time ago. However, I also see my bf who is a manager for Starbucks. Some of those baristas work so hard only to be treated like scum by a lot of undeserving customers that try to "play" the system. I've seen them. They're picky which is fine if they actually ordered the right thing, but they usually don't. Then they get rude, sometimes yelling obscenities or derogatory comments. Not only do they expect their drink to be remade, but then they expect it for free. Starbucks caters to many, many rude customers, accommodatingg their every whim, yet sometimes it's still not enough to the customer that only wants a free drink. I can't help but wonder how much the bending over backwards to ensure a customer's happiness cuts into their food expenses and inevitably their profits, resulting in closed stores. The economy is bad, I know. Other coffee competitors are stepping up their game, but at what point does being accommodating hurt your business?"

Posted: September 19, 2008 11:54 AM

There is most definitely a difference between treating each customer like they are the ONLY customer and getting abused by customers because they think they are high and mighty.

Treating customers like they are the ONLY ones is defined by exceeding expectations from the second they walk through your door, providing them service that keeps them coming back, and training your employees to be friendly, attentive and aware of customers needs.

It doesn't mean tolerating customers who are outrageous, rude, obnoxious and abusive to you and your staff.

Starbucks employees probably have it the worst of all. Sure, the service isn't always great there and the reasoning is simple: the customers think they are better than the employees and some of the employees think they are better than the customers.

Customers come in with a high expectation because of the story that Starbucks has told all of us: "coming here makes you a better person." When that promise isn't fulfilled exactly how we imagine it - we're mad. The baristas suffer, the customer becomes delusional and both parties end up worse off than they started.

There are customers out there, as you all know, who like to make things up, lie, cheat and try to fool you into getting something for free - this is not "classy eating."

When this happens, customers need to be fired.

That's right: fired.

Why would a restaurant fire a customer?

Simple. You fire a customer when it has reached a point of no return. When there is nothing you can possibly do to make them happy and when it's hurting your business, other customers or employees by attempting to cater to their needs.

How do you fire them?

The same way Donald does. Well, kinda.

You thank them for coming in and kindly request they leave your establishment. Chances are they will be so shocked that they will shut up immediately and just leave.

Some customers aren't worth your time, money or energy. You need to focus on the ones that will come back, will tell their friends and will appreciate your efforts. Treat those guests as though they are the "only ones." The time you put in to them will more than pay for the ones you might have lost that will never be satisfied.

The tasks at hand to driving your business are still quite simple: make remarkable food, offer extraordinary service and have a clean, memorable atmosphere - then you win.

In closing, and for your entertainment I have included a classic clip from the movie Waiting. Here the servers most definitely "fire" the customer - just in the most unethical way possible. I highly recommend you don't do this if you work in a restaurant, but for entertainment purposes....it doesn't get any better than this.