I took my wife to Swirls, a little cafe on Race Track Road in Tampa.  When we walked in the young man behind the counter, Andrew, asked us how we were doing.  I gave a standard reply, something to the effect of “great, how are you?” to which he replied “I’m amazing!”  What really grabbed my attention was his sincerity, his certainty, his excitement, and his energy.  It WAS amazing, and it was contagious.

As Laura, my wife, began to order her coffee, he told us that everything was very good, and he would be happy to make us anything we wanted, but he was a master with the cappuccino machine, and cappuccino was his specialty.  “In fact,” he said, “I make the best cappuccino you’ve ever tasted.”  Once again, it was his unbridled enthusiasm, his sheer excitement, that was so compelling.  He was so excited, in fact, that he didn’t sound arrogant at all.  Well, of course we ordered the mocha cappuccino, but we did so without even asking the price, which was completely out of character.  We just HAD to try it.

When I asked for advice on the pastries, he got this far-away look in his eyes, and moaned with pleasure.  “The brownies are amazing.  I mean, everything is very good, but you have got to try the brownies.”  Then he closed his eyes, I think to enjoy his imaginary brownie.  When someone else suggested the white chocolate raspberry strudel, Andrew didn’t make a sound.  He just looked at us with a sparkle in his eyes and mouthed the words “try the brownie.”

Well, the cappuccino was incredible.  I liked it, and I don’t drink coffee.  But Laura has had cappuccinos in places from Little Italy, New York, to Rome, Italy, and many other places, and IT WAS the best she ever had, and the brownie was simply amazing.  Now, if a typical consumer gets the best cappuccino she’s ever had from your business, from an average server, she’ll most likely become a repeat customer.  She’s also more likely to refer her friends and family.  And if she gets just an average cappuccino with the best, most enthusiastic service she’s ever had, she’s still more likely to be back again and again, and to refer her friends and family.  So just imagine her reaction when she gets the best cappuccino she’s ever had, served by the best, most excited server she’s ever had.  Do you think that impacts your customer loyalty?  That’s what I mean when I talk about a RAVING FAN.

Talking to the owner’s daughter, we found out that Andrew had worked for a major coffee chain for three years, and Swirls hired him after he had been downsized.  Apparently his old employer realized they wanted him back, but Swirls recognized a great asset when they saw one, and worked hard to keep him. In addition to making a great cappuccino, he seems to know a lot about creating strong demand for his services in a difficult economy.

So, let me ask you, when someone comes to your small business, what sort of experience do they have?  Do they have a good experience for a fair price, or do they encounter an energy and excitement so contagious that they don’t even think about the price?  Do you meet their expectations, or do you exceed them so well that they can’t wait to tell everyone they know about you and your business?

Don’t just take my word for it.  Next time you’re in the Tampa area, stop in at Swirls for a mocha cappuccino, and see for yourself.  And don’t worry about asking for Andrew – you can’t miss him.