Does Starbucks Have a Brand?
I'm not a regular, and they don't know my name. But I know theirs. I make it a point to get to know the names of the Baristas, servers, cooks, and employees of most of the stores I patronize. When I was in the hospital last year, I knew the names of all my nurses, but more importantly, I knew their kids' names, their dog's name, their due dates if they were pregnant, and why they went into nursing. I know why my doctors went into their specialty and what they love most about what they do. I come by it naturally. One, I was a journalist for 23 years, two, I recognized the value of networking and building a base of contacts so I was the person people came to when news was breaking, and three—I like people and enjoy using their names in conversation.
While I waited for my Chai tea this morning I listened as Aaron, Debbie, Taylor, etc. were called out as their orders came up. But when my tea was ready the clerk looked around, saw me, then asked, "Are you waiting on the Chai?" I nodded, took my order, and turned to leave. I stopped.
I was curious about why the Starbucks employees never ask my name when I place my order the few times a week that I visit. So I asked. The woman behind the counter said, "Oh, when there aren't a lot of people we DON'T HAVE TO ASK ANYONE'S NAME." Wait. What?
There is nothing sweeter to a person than the sound of their own name. What I heard was that Starbucks calling my name out wasn't a matter of acknowledging me by name, creating a consumer bond, or showing me I was more than a cash transaction. It was a matter of convenience for the clerks—not a part of their brand.
Damnit. If I'm going to pay $6.01 for a Chai Tea, I'd like my name on the cup and I'd like to be addressed by it. I'm not acting or feeling entitled. I just think that (1) it's common courtesy to ask for and call everyone's name (what if it got busy while they were fixing my order?!) (2) it tells your customers that they matter, they're recognized, they're valued.
Sorry, Godwin's law here. The first thing the Nazis did when setting up prison camps during WWII was reduce the Jews to long numbers poorly tattooed on arms. As a matter of fact, around the world prisoners in any prison system are given and referred to by number. It's dehumanizing. I'm not comparing Starbucks to Hitler, but suddenly all the negative press makes you wonder:
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There are dozens, if not hundreds of anti-Starbucks stories across the Internet — too many to list here, and the majority has to do with HOW THEY TREAT CUSTOMERS AND EMPLOYEES. My point is, start somewhere realistic. Get to know your customers by name. Ask EVERY SINGLE customer their name. Write it on their order/cup. Smile.
How important is it to use your customer's name? According to a blog post on NaturalTraining.com, it's very important.
"How do you break through all the noise and clatter for your customer’s attention? There is one word that immediately commands someone’s attention:?their name.
We are conditioned from birth to respond to our own name. Even if you have a common name, you still instinctively turn around when you hear it called."
Don't just take their word for it. "In a study published in?Brain Research?magazine, certain parts of our brain light up when we hear our own name. Not when we hear other’s names. Only our own.
Recalling and integrating your client’s name into a conversation – not to be overused – is very important for a few reasons...." The article goes on to list several reasons, including "People will like you more, trust you more, and builds loyalty in your customer." Don't overuse the name, but do use it. Like, ASK a customer's name when taking their orders. Do it NOT because the store's not crowded, but because your customers DO.
If you're not Starbucks, think about your own policy. Do you know your customer's names? Do you use them? Wait staff get larger tips when they introduce themselves, "Hi. I'm _____ and I'll be your server today." I've noticed (anecdotally) that when I respond, "Hi. I'm Becky. I'm looking forward to what I hear is your awesome service today!" The service is indeed awesome.
You don't have to own a business, or be given a mandate to ask for and use a customer's name, but it matters.