Would you like a latte with your petroleum?
Have you seen the new advertising campaign by SuperAmerica?
If not, it is a variation on their hometown team, and the local manager commercial campaign. However, in this new ad they introduce coffee specialists who will help you with your coffee selection and answer any of your coffee questions.
Interesting idea - I wonder how its working for the company and their customers. A couple questions I have:
1. Are loyal customers seeking this additional information and/or need the additional assistance during their caffeine fill up?
2. Are casual customers pleasantly surprised by the coffee attendant? Or are they just buying a commodity of fuel for their car and brain?
3. Is it what you expect within the context of buying coffee at a gas station? Sorry SA, I still think of you as just that... a gas station.
Most experiences are outcomes of expectations - what I as a regular, first time, or casual customer expect when I interact with a product or service. If I don't need the help, I feel awkward and avoid the interaction. If I'm a first timer, I may be confused.
Expectations are established in an awkward, random, and non-verbal way (typically) between customers and companies - your mind archives the experience, and references it the next time you interact with a specific store or group of stores. Once established these experiences are hard to modify.
Clearly SA is trying to modify the coffee experience within their stores. The question is whether or not it is within the expectation set of its customers. One thing is certain. The first time you are waiting behind big John the lotto-man who is buying, scratching, and cashing in tickets and you glance up to see the coffee specialist waiting for the next coffee triva question, you will have a new experience - guaranteed!
An interesting topic that I would like to pursue further as it is becoming clearer to me the delicate equilibrium that exists between the two elements...
If not, it is a variation on their hometown team, and the local manager commercial campaign. However, in this new ad they introduce coffee specialists who will help you with your coffee selection and answer any of your coffee questions.
Interesting idea - I wonder how its working for the company and their customers. A couple questions I have:
1. Are loyal customers seeking this additional information and/or need the additional assistance during their caffeine fill up?
2. Are casual customers pleasantly surprised by the coffee attendant? Or are they just buying a commodity of fuel for their car and brain?
3. Is it what you expect within the context of buying coffee at a gas station? Sorry SA, I still think of you as just that... a gas station.
Most experiences are outcomes of expectations - what I as a regular, first time, or casual customer expect when I interact with a product or service. If I don't need the help, I feel awkward and avoid the interaction. If I'm a first timer, I may be confused.
Expectations are established in an awkward, random, and non-verbal way (typically) between customers and companies - your mind archives the experience, and references it the next time you interact with a specific store or group of stores. Once established these experiences are hard to modify.
Clearly SA is trying to modify the coffee experience within their stores. The question is whether or not it is within the expectation set of its customers. One thing is certain. The first time you are waiting behind big John the lotto-man who is buying, scratching, and cashing in tickets and you glance up to see the coffee specialist waiting for the next coffee triva question, you will have a new experience - guaranteed!
An interesting topic that I would like to pursue further as it is becoming clearer to me the delicate equilibrium that exists between the two elements...
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