number 7 – is it bad when they know you by … face?

7.             Keep it personal

A repeat customer is someone you get to know. Nurture that by keeping your relationship as personal as possible. For instance, get to know customers by name. Connecting on a personal level with customers is one of the best competitive advantages. Everyone loves it when they go into a coffee shop and the server remembers their name and their favorite beverage.  … more

I remember reading (or hearing) something along these lines some time ago.  As I’m not in the marketing or advertising industry I don’t really pay attention to these things.  The company I work for does however service the public so sometimes the odd thing about customer care is bound to catch a ride in my memory banks.  And a couple of months ago this memory decided to say hello.

Every now and again (less now than again) I crave one of my favourite junk food meals at the local Wimpy.  A few weeks ago as I approached the take-away counter the lady who was on duty looked up, smiled a little and completed the sale she was busy with.  I was looking over the posted menu and special offerings when the lady focussed her attention on me and asked “The usual?”.  She continued with: “With chippies? It’s kind of hot out, so a milkshake today? Kiddies or normal?”.  Forget the menus!

It was while I was waiting for my order that the “number 7” memory popped up and I started mulling it over.  I started wondering how I really felt about the fact that the Wimpy-lady knew me so well that she could order for me, when my best friend and even my family would be hard-pressed to.  She doesn’t even know my name!  Do I look like my favourite Wimpy-meal?  Is a picture of that meal reflected in my eyes (picture animated dollar-sign-eyes) when I have the craving?  Do I visit the eatery more regularly than I thought?  Is the meal I order so unique that it is memorable?  Maybe this meal is actually a popular choice even though I’ve never seen anyone else order it?  Oh grief!, am I really that predictable?! Or is it simply that Wimpy-lady took “Number-7” to heart and has a knack for remembering what people eat?

How come I’m not offended by the fact that I barely have to say anything whenever I want this favourite meal?  Me, who usually dreads shopping.  Me, who marches into supermarkets and alike, eyes forward and with grim determination to get this done and be gone before anyone pays too much attention?  Me, who gets chills when I think of doing an errant at shops where there are chatty (very friendly) people waiting to do my bidding?

Well, either I’m denying the (obviously subconscious) truth about Number-7 or…  I just REALLY like my junk food more than I mind my own predictability.  Okay, let’s go with that.  I don’t mind (yeah right!) my own predictability as long as it speeds up the ordering process.