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Customer Service Fail – a Letter to the Business

by | Jan 11, 2022

Customer Service Experience – My Letter to a Business

Cultivating a culture of customer service excellence in the workplace is imparative and must be ongoing.

It can be exhausting as an owner to create quality training that invests in staff so that they feel valued and have so that they also have the tools to independently create amazing customer service experiences.

We know that investing in staff training helps employees to feel valued where they work. Feeling valued is key to keeping staff happy, engaged, and productive at work!

Below is a letter I wrote to a business that illustrates the importance of investing time and training into staff. It makes a BIG difference!

Customer Service – Great First Impressions

Dear (business) Peeps,

I liked having your email in my IN box! Good use of capturing customer connections with Square. It’s been many months since I’ve been in so possibly previous emails were caught in my spam or this is a new marketing habit for you. If it’s the latter, keep it up!

I’m from out of town and have been to (business) three times. The first visit was upon recommendation from a neighboring business that was just closing up for the day (if memory serves it was Grand Central Bakery).

My first visit to (business) was notable. ❤ I wish I had written down the barista’s name who helped me. She was friendly, patient, and helped me pick something that hit the nail on the head (it was my first visit, I’m not a huge coffee lover but love the idea of loving coffee so am working on converting myself).

Because of this great first interaction I made an add on purchase and was looking forward to coming back the next time.

Customer Service – 2nd & 3rd Visit Fails

Unfortunately, the following two experiences I had with staff were quite the opposite of the first.

I am the same person; the staff was different.

After the last visit I felt so uncomfortable and unvalued by the entire interaction that I decided not to ever return. Hopefully that will change.

It struck me that the staff (visit #2 and #3) didn’t really know how valuable they are to creating returning customers and the impact they have on their day (and the financial success or mediocrity of the business).

“It costs 6-7 times more money to acquire a new customer than it does to keep an existing one.” ~Office of Consumer Affairs

Customer Experience Costs – Retention & Acquisition

Customer acquisition is costly. Retention is key.

After the stellar recommendation that led to my first visit and the GREAT customer service experience I had, I was firmly rooted in your retention pocket. However, after visit #2 and 3, I’m no longer there.

Staff must understand how they influence the financial success of the business, including their tips and bonuses, by influencing the day of the customer. Those customer service experiences are KEY to upselling, increasing revenue, and utilizing your best customers to become your advertising (just like Grand Central recommended you to me).

I LOVE supporting small business owners in this powerful (and SUPER challenging) area of training, equipping, and inspiring excellent customer service experiences.


Attached is a complimentary sample of Creating a Culture Deck – every week, for 52 weeks, the card (quote or stat) is designed to be used with staff to increase both their awareness and skills around making a difference.

The Creating a Culture deck was created so that owners and managers don’t have to reinvent the wheel when it comes to team training and inspiration. There’s enough to do running a business. (I restored, owned, and operated an 18 room boutique hotel with no clientele that hadn’t been open consistently since the 1940’s. Oh, in a town pop. 600.) I’ve got boots on the ground experience with understanding the stresses of growth and the importance of having a skilled and reliable team.

If this at all resonates with you, check out the Creating a Culture digital deck (supported weekly on YouTube) and the Power of Peoplea 6 week fun and intensive transformational course for staff.

If not, that’s ok too! I wish you the best of business growth in 2022.

Small businesses are the heart of strong communities!

Samantha Irwin

Staff Support & Transformation:

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