This morning I was at Dunkin’ Donuts for my usual Sunday treat of two donuts, two cups of coffee, and three hours of reading (in between saying hello to some regulars).
This was a new Dunkin’ store that opened a while back and they – just yesterday – had their official grand opening, complete with celebrity guests and free merchandise, one being a Dunkin’ Travel Cup.
Having a bunch left over, they decided to give them away to those standing in line. The Assistant Manager, a very nice young lady, handed them out by saying, “We had these left over from yesterday so we’re giving them away.”
While the gesture was nice, it was not nearly as effective in building goodwill as it could have been.
Why not? Because the words she used communicated no value to the customer; only to the store. She might as well have said, “We wanted to get rid of em’ yesterday but since we didn’t we’re going to pawn them off on you right now.” 🙂
Instead, she could have communicated value and planted positive goodwill seeds simply by saying, “These are for you as our way of saying thank you for being our valued customer. They’re guaranteed to keep your coffee hot, and in the cup instead of your lap.” Said with a warm smile (which she has) it would have gone over great!
Of course, the cup itself has the same “actual” value regardless of the language she used. But its perceived value would either rise or fall based on how she “communicated” that value to her customers.