I just ran out to the local doughnut shop – a national chain – to grab a cup of coffee. Here is the exchange between myself and the counter staff:
Me: A large coffee light with skim please.
Counter Person: No large, only extra large or medium.
Me: I’m sorry, I don’t understand. Have you eliminated that size?
Counter Person: No Large.
Me: Just today? Forever?
Counter Person: Do you want medium or extra large?
Me: Ok. So I can’t get a large. I’ll take an extra large. I’m just curious; what happened to the large?
Counter Person (now screaming in broken English): Why you give me a hard time? I said no large!
Obviously this counter person is in the wrong job. Obviously the management at this particular location has failed to properly educate this individual on the importance of the customer to the business. What is less obvious is how interactions like this erode the value of the brand.
Every interaction with a business either adds or detracts from the value of that brand. Every person a business puts in front of a customer effects the perception of the customer.
This particular store just opened last week. How long do you think this facility will stay in business?