Not So Secret Shopper: Looking Behind the Customer Experience

As someone delivering customer service for over 23 years, spotting systems that impact the customer experience comes naturally. That is both a blessing and a curse.

It means I am eager to jump out of "service" mode while simultaneously struggling to remain in "customer" mode. It's one reason people pay me to mind their business, now... Because I just can't keep observations to myself.

In 2008 I waited tables at a local restaurant and got sat a table. I didn't know they were Secret Shoppers at the time but when my manager called me in to review the results some weeks later I could immediately place them. The woman was blonde, ordered a salad; the man was... I don't know? A man who ordered a steak with a side salad? He was white and, in my memory at least, he sat on the right if that helps.

RELATED BLOG 👉 [ Where I reference waiting tables ]

It's funny the things we remember after time passes. I don't recall the exact results of "the shop" but I remember living that experience and thinking, "Hmm, I better dog ear this for later." It really didn't take long for me to flip back and reflect. Immediately I came up with processes and systems in my delivery that would ensure I delivered an experience, not just a meal.

It started by never missing a "bev nap"-- the little napkin on the table that lets everyone know the table has been greeted-- and ended with suggesting a specific dessert before delivering the ticket, cashing them out quickly, and telling them to come back again.

At the time I just knew this method produced fat stacks of cash every Friday and consistently being assigned busy sections. But looking back at it now, I realize it was a combination of working in The Hallway and The Stacks that produced results.

The Hallway: The interactions, communication, and connection that shape how a customer feels about your business.

The Stacks: The systems, processes, and behind-the-scenes decisions that make an experience work.

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Customer experience isn't just about being friendly doing what you're hired to do. It's also about making it easy for people to engage with you, understand what to expect, and want to come back. I had a fun opportunity to turn the table and become the "Not So Secret Shopper" when I took a closer look at my experience as a customer here in Baton Rouge.

I was driving through 7Brew on Essen Lane and got to thinking about the little things businesses do that make a big difference. If you've ever been to a 7Brew here in South Louisiana, you know locally owned and operated Flavored Ops Brew Krewe takes the mission to cultivate kindness to a whole new level.

Here's how I'm breaking down my customer experience with a Collaborative Schoolhouse lens 👉

THE HALLWAY

Arguably the most important place when it comes to the customer experience. You probably think this is where 7Brew excels... and that's what a great customer experience would lead you to believe.

I argue businesses appear to excel in The Hallway because they do their homework in The Stacks.

From start to finish, my experience was less than 3 minutes. Within seconds of being in the line, I was greeted by someone visually enthusastic about being on the clock. He first welcomed me, asked for my phone number, and then I proceeded to order. He was super helpful, answering my questions as I tried to land on something that would satisfy my taste.

He was nice, completing my purchase and directing me to the next barista.

In the next than 60 seconds, that barista would discover why I chose the flavor and then help me build my next coffee order for next time.

My overall "Not So Secret Shopper" Review 👉 The people were friendly, the coffee was delicious, and the delivery was quick and clean. I think anyone who has traveled down Essen Lane can appreciate that my criticism is around accessibility-- but you'll be happy to know you can use the back entrance via Summa instead of turning left into the lot.

THE STACKS

What can't be ignored are the back-end things that make The Hallway so successful at 7Brew. Things like mission building, goal planning, staff training development, and technology investments are made in The Stacks.

Notable customer experience contributions on my visit were tablets with a customer reward/tracking system, strategic staff delegation and duty assignments, and an incredible buy in from the staff.

That's the thing about customer experience. What looks effortless on the customer side often takes intentional work behind the scenes.

The tablets, the handoff between team members, the way staff members are positioned, and the knowledge they bring to the interaction all contribute to an experience that feels easy. Nobody pulled me aside to explain their systems, and they didn't need to. I experienced the results.

The Hallway might be where your customers experience your business, but The Stacks are often where that experience is won or lost.

You can be the friendliest person in your industry, but if your booking process is confusing, your follow-up is inconsistent, or your clients don't know what happens next, friendliness can only carry you so far. The same goes for having beautifully organized systems that leave people feeling like just another transaction.

Your job is to pay attention to both.

Walk through your business as a customer. Notice the little things. The friction points. The moments that feel good. The steps that could be easier. Then pick one thing to improve.

Put a system behind it. Make the experience better.

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