Bake Shop’s Customer Experience Leads to Repeat Customers and Tons of Referrals

7 May
The wildly successful Crisp Bakery in Sonoma County

The wildly successful Crisp Bake Shop in Sonoma County

  • Owners completely understand the importance of the customer experience – from design to execution
  • Combination of world class baked goods and well-designed customer experience = big competitive advantage
  • Details: “I envisioned the customer parking, walking in the door, ordering, eating, and getting up to leave.”

As I entered Crisp Bake Shop, my senses were so happy they joined together to start a conga line.

customer experience conga line

Eyes – the interior of the store was extremely clean, with modern art on the walls, fresh pastries in the display case, and a large window where customers could watch the chefs prepare everything from croissants to wedding cakes.

Ears – hip music played at just the right volume – Bob Marley and Jack Johnson were a few of the artists I remember.  The sound of the coffee machine and the friendly, smiling staff members that greeted each guest.

Smell – a combination of freshly brewed coffee and Buttermilk Blueberry Muffins; Strawberry Toaster Pastries; Dried Fig and Walnut Scones

Taste – if you have the opportunity to visit Crisp Bake Shop, you will not be disappointed.  My bacon, egg, and cheese hand pie was perfect, and the portion was just right – obviously management understands a little goes a long way with baked goods.

I was sold before I stepped to the counter to order.  

The Owner and Staff Members Educate and Interact with Customers

“Did you know our iced coffee has double the caffeine of our regular coffee? The iced coffee process does not strip away any caffeine from the beans.  The iced coffee will give you quite a jolt if you’re not used to it.”

Despite the long line behind the customer, the owner took the time to educate and interact with the customer.  He treated the customer as if she was the only person in his shop. The staff did the same, making several recommendations and greeting people by first name. It’s funny: the customers in line had smiles on their faces. It was almost has if they enjoyed standing in line, patiently waiting for their turn at the counter.

Ownership Understands Its Target Market

“Okay, it’s Friday. That means we will get a rush of people from 9:30 to 10:45.  Everyone wants a cup of coffee and a quick bit to eat before heading to the farmers market that’s down the road.  We will get a much needed break from 10:45 to 11:45 to restock and catch our breath for the lunch rush.”

During the morning rush, the chefs brought out freshly baked goods like clockwork.  The customers waiting in line were able to see the goods as they were placed in the display case.  The chef even interacted with the customers and made recommendations.

What Can You Do to Improve Your Customer Experience?

If you want to turn regular customers into raving, repeat, shout-from-the-mountaintops, walking referral customers, then focus on creating a memorable experience.  While price and product/service is a factor in the buying process, customers ultimately buy from the people and places that make them FEEL a certain way.

  • Identify your target market – create buyer personas
  • Map the entire customer experience, including all the touchpoints a customer has with your company. (i.e. what happens when a customer drives past my place of business? Is it clean? Are the lights working on the sign? What happens when a lead or customer lands on my website? Is it updated? Is it easy to navigate? What happens when a lead or customer calls my business?
  • Design a memorable experience at each of the touchpoints.

    Anticipate, create, delight. 

I overheard the owner explain that he’s already sold out of his custom wedding cakes….FOR THE YEAR! It’s nice to have customers knocking down your door. Crisp’s dedication to customer experience is paying huge dividends.  What will you do to improve your customer experience?

Good luck!

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