How to disappoint your customers

If you’re familiar with Starbucks, you know they typically have three varieties of coffee on their menu each day – two “regulars” and a decaf (which won’t be referenced anymore, because really, who cares about decaf?). This was nice because it allowed coffee lovers, like me, to choose between a bolder or a milder brew.

Not long ago, they started offering their Pike Place Roast every day, and one other variety on a rotating basis. I understand the reasoning here, cutting costs and all that. Sure, I wish they were offering more instead of less, who am I to tell Starbucks how to run their business? But how they go about it provides a lesson in customer satisfaction.

After noon, they only offer the Pike Place Roast. Anyone wanting the Estima, Verona or any of the other varieties is out of luck. What’s worse is they leave the description of the other blend up on the blackboard. So people like me come in, read about the aromas and rich flavors awaiting us in a Grande Estima, and decide to order it. Only to be disappointed when the barista says only Pike Place Roast is available.

Why do this? Why create a scenario where customers will be disappointed? Other coffee shops I go to, like my favorite, Alterra, serve two varieties all day every day. How hard is it to brew two kinds of coffee? If they feel they must brew just one, at least take the other one off the menu, so customers don’t get the false impression of choice.

The lesson here, I think, is about expectations. If you give your customers a “menu” of your capabilities, offerings or products, then tell them they can’t have the one they choose, that creates a negative experience. If your menu is a bit smaller, but all the items are available, you guarantee they will not be disappointed.