Behind every successful brand is a fiercely loyal community.
It doesn’t matter the size of your organization. Big Shoulders Coffee, founded by Tim Coonan, is a perfect example of how successful you can become by focusing on your community.
I needed a sign language interpreter for CoffeeCon, and when Coonan heard of this, he offered to sponsor the accommodation in exchange for an interview since the team could not make it to the conference. This was an immediate indicator of how much compassion Tim has for people.
Before our meeting, we exchanged emails and I asked if he would be visiting the conference personally.
He gave me goosebumps when he emailed back:
“The customer in front of me will determine if that transpires, as that is our most important relationship.”
How OFTEN do you hear that? For real.
I knew I was going to meet a dynamic individual.
This anticipation was confirmed when I walked up into the sun from the El and turned to see a shop with gigantic glass windows boasting their coffee roasters against an epic view of the bustling intersection.
As I walked in, my eyes were immediately focused on a blue eyed man with a shirt that matched them. He worked the room with a sparkling smile, and seemed more than content with his surroundings.
An hour later, I was digesting my last jolt of java, and wiping my crumb covered mouth, with an urge to share Big Shoulders Coffee with you.
After packing up my things, I went to find Tim to bid adieu and it came at no surprise he was already submerged in conversation. That’s exactly the magic ingredient that makes Big Shoulders Coffee an admirable community. He wasn’t the type of community leader who would do the standard “Hi, how are you?” “I’m good” exchange with his customers.
Even I, a Deaf person, could tell that.
With that, here are some lessons in community management and leadership we can learn from Tim:
1) Customer Experience Comes Before the Product
After years as a Chef in France, Italy, NYC and Chicago, he discovered the restaurant business, categorized under hospitality, was ironically the opposite (a “pissing match,” Coonan remarked). Chef vs. Chef with customer experience being an afterthought.
So from day one Coonan made a promise: to provide the best customer experience. The opposite of what he felt the restaurant business focused on.
He knew no matter how good the product was (but his coffee beans are to die for), it wouldn’t be sustainable without a happy community. You can see raving Yelp reviews from Big Shoulders Coffee customers.
2) Have a Story that Connects with Your Community
I adore the story behind the Big Shoulders Coffee name. You can tell it’s in the DNA of the brand. Big Shoulders is from Sandburg’s poem “Chicago” about hard working straight up Chicago. They’re there to deliver “a perfectly roasted, no-nonsense brew delivered hot and fast in our signature one size fits all cup. No fancy lingo required.”
That brings me to the next point….
3) Act on Your Brand Promise & Mission Statement
Some coffee places are known to have elitist attitude, like wine bars and elegant restaurants. The last thing Tim and his staff want are their customers feeling stupid or afraid to ask questions. It has become the norm for the staff to be exceptionally helpful with orders, allow customers to bring in new coffee equipment to learn techniques, and rumor has it workshops may be in the future!
The twitter bio confirms their mission:
Yes. Amazing. Next!
4) Don’t Force Something that Isn’t There
You have a brand for a certain group. Not the WHOLE WORLD. Tim and his staff share the same keen manner when it comes to customer service. Some coffee highbrows will insist on black coffee. But If they want a lot of sugar, so be it. Whatever brings them pleasure and keeps them in the tasty world of coffee.
5) Deliver Delight in Little Ways
My jaw dropped when I was served mineral water in a glass bottle. Apparently it comes with every purchase. Tim let me know with undeniable glee that there has been Yelp reviews about the water. Of course! Surprise your customers in unexpected ways and they will remember. Even if you’re an online business, there are ways to cause a positive emotional response, a like free shipping or personalized emails that stand out from the rest.
Emotion makes the world go ’round: research shows it takes 12 positive experiences to make up for one negative experience, so you want to avoid this unfair advantage.
After all, why does business have to be so…transactional and emotionless?
6) Listen. It Isn’t Always What You Think.
What YOU think would rock their world isn’t always going to be the case. For example, Tim is a big fan of the Kenya Kalilani bean he serves, which is a bit sweeter, but he makes sure to sell dark roasts “because that’s what the market likes.” Like I mentioned, don’t force something onto customers.
7) Empower Your Employees
They have a direct impact on the community.
Hire with your gut. You want your team share your mission. Invest in them through the relevant tools, knowledge and inspiration that will allow them to deliver a superior customer experience. Research suggests the more engaged ones bring in double revenue AND are twice as productive.
By staying true to these standards, I’d wager Tim Coonan could sell monkey statues or window treatments and grow the same kind of community Big Shoulders Coffee has now.
Are you making the community your business?
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