Knowing Your Customer’s “Why”
Inspiration from Stone Mill Bakery — courtesy of Cris Janoff
On an odd day, I find myself in an eclectic corner of Maryland, in an eclectic building, sitting in an eclectic bakery known as Stone Mill. I suppose that given that set-up it should not be so surprising to find myself oddly inspired and conveniently educated by a man who I would best describe as a tour-de-force.
I have been waiting here for less than 30 minutes. Perhaps it is an odd time or an odd day — but Cris is putting on a show. He talks with every customer who steps to his register. He is full of observations and questions, with a flow that is astounding to watch and a bit eclectic…
He has talked yoga and sports, politics and business, of course food, and most of all people. He does it with such energy and ease. It is truly impressive.
Why write about Cris?
Maybe I am running out of things to write about… ha! Or maybe it simply struck me that Cris truly understands the “Why” of his customers. That is not something you observe so easily at 8:00 am in the morning.
Patrons enter through the door with the all the energy you would expect for an early morning stop before a long day of work. Their body language, facial expressions, and speed betray a severe lack of energy.
It all changes as they approach the register. Cris is engaging. He is energetic. He is inspiring. He understands WHY people come to see him and he delivers. He provides energy. I am not even sure what percentage of patrons are even ordering caffeine — I am guessing less than might otherwise. This guy is like a double shot, just from placing an order.
To be honest, I never write before my morning coffee. Today, so far, it is all just morning Cris…
He doesn’t stop there
Beyond his clear connection with WHY. He is a font of information and questions about peoples likes, the foods and experiences they are looking for, and thoughts on future food items and ideas. I can only suspect that this feeds the business tremendous customer insight.
It always (yet shouldn’t) amazes me how innately savvy local businesses can be. It is never shocking to see the impact a great employee can have. It is (sadly) not shocking either to realize how few businesses of any size recognize and/or act upon their customer’s “why”.
Thanks for reading! For more on Why — consider:
Or just come enjoy some breakfast at Stone Mill Bakery at Green Spring Station.
