Pro-Activity, Fact or Fantasy

FreshCoffee2

Someone in another topic mentioned that coffee suppliers should be "pro active" with their clients, so in the interest of healthy discussion I thought I might share some past experiences of my coffee company.

About 6 years ago we instigated a system where our reps would, during the course of their client visits (minimum of once per month for all clients in the local area) actually brew a coffee, thereby getting a direct feel for the state of the equipment and its ability to brew properly, and adjust if necessary. We would also back flush and service the groups if required. This was not just for the benefit of the client, the necessity being to follow the coffee beans in their path to cup to protect our good name.

Over a period of 3 years the clients became demanding about what they came to perceive as their "free monthly service", and would telephone to complain if the rep had been delayed.

What was happening was that many clients would not do their own back flushing, either daily, weekly or whatever, and had come to rely on the rep to come and do their espresso machine maintenance and adjust as necessary, whenever he visited, free of charge.

It appeared to us that this kind of pro activity was a classic case of raising the level of service to a point where it had become the norm and was demanded. It also caused other problems such as when concerns were raised about "the coffee" or machinery in between visits, the clients would point the finger back at us and imply that well, "your rep only serviced the equipment and checked everything last week, and we havent touched anything since".

There had been a shift in reponsibility from them to us, for all their problems (real or perceived) with their wet coffee.

They came to think that our complimentary service extended to breakdown service, and that "problems" shouldn't occur because we were somehow conducting maintenance that SHOULD (to their way of thinking) prevent unforeseen breakdown or other problems from occuring.

This also led to refusals to pay for genuine breakdown service callouts, the clients advising they had a "maintenance contract" with us.

After 3 years of this, this kind of "pro active" system was gradually weaned away from the clients and the current policy is to "look but not touch" the equipment and advise. There are now very few refusals to pay for service charges.

I believe the above is just an example of human nature, showing how the best of intentions can have some unexpected results.

Pro activity? Any Comments?

FC.

Reschsmooth

FC, I think the CONCEPT of an excellent service should not be seen as having failed because of the expectations of your clients. What has occured, by the sounds of it, is that the expectations of your clients have not been managed properly. If you don't explain what the monthly visits are about, then they may believe, as you said, that the visit amounted to maintenance in lieu of their own responsibilities. Perhaps you could, and possibly you did, mention to them that this should not repleace their normal maintenance and care procedures. But then again, too many people don't want to take responsibility anyway. Patrick

Gonzo

This topic (started by a roaster) looks like a good opportunity for fair minded, good business management oriented persons in the catering/cafe industry to air their serious viewpoints on the topic of pro activity between clients and their suppliers. A great opportunity no less, for cafe people and other roasters to express thoughts that might help both in the pursuit of what should be, mutually beneficial business relationships. So where are they all? I am waiting to read all the great ideas. G.

New_Bean

So many people working in cafes making coffee seem to have forgotten that it takes many things for a great coffee to be produced - one of them being machine cleanliness - I can't begin to tell you the frustration I used to have coming in after someone else had 'cleaned' the machine and having to redo it. If it's part of your routine then it becomes habit and therefore becomes easier.