Rapport (noun): an emotional bond or friendly relationship between people based on mutual liking, trust, and a sense that they understand and share each other’s concerns.
Rapport occurs daily at my local Italian delicatessen, Genova of Oakland, California. In fact, it happens every three minutes at the deli counter. Servers build customer rapport an order at a time at this venerable family-owned Temescal neighborhood fixture. Why ISN’T it happening as naturally with your customers?
Each time I visit Genova deli I am struck by its popularity. I take a
number: 77. The sign says “now serving…52.” Yet I wait with rapt attention as the half-dozen men and women servers of all ages behind the counter prepare myriad orders with mayo and gusto.
What do I see and hear as I await my turn to have my sandwich made?
It’s Amore
There’s a love affair between servers and their customers. Servers are genuinely excited to see each customer, whether they’re returning or receiving their first taste of Genova hospitality. It’s expressed in smiles, greetings and compliments.
- “You know, freckles are a sign of intellect.”
- “All hail the Earl of Sandwich!”
- “I looked for you on Sadie Hawkins Day.”
A Side of Humor
Regardless of the order, you get a free taste of humor from your server. One day the twenty one-year old server asks: “What can I get you, Hon!” At age 45 I can’t help but blush. Other times they josh us about printing up our own numbers or whether we’re following the local Nines (The Oakland A’s or San Francisco Giants).
Let’s face it, everything goes down better with humor. When the staff jokes and cajoles you, everyone counter-side shares in the camaraderie. Repartee is rampant. Good will is ever-present. Everyone enjoys the banter at the deli counter.
Salad Bowl
The diversity of Oakland can be found at Genova, laughing and lunching on the delicious sandwiches, salads, meats and treats. The counter culture is spectacular: men and women of all ages, races, backgrounds and tastes, drawn together to celebrate the magnificence of Genova’s menu and meals that cater to their various desires. Can you relate as easily to teens as to adults, to African-Americans, Africans, Asians, Jamaicans, Europeans and others? You’ll see students from the University of California, employees of nearby Children’s Hospital Medical Center, blue and white collar workers and retirees too. And the staff relates equally well with each.
Customer Loyalty: It’s built one sandwich at a time
Day after day, in short intervals, loyalty is built. When you go to Genova you know what you’ll get:
- A clean deli
- Stocked shelves
- Ample servers
- Quality products
- The human touch
- They appreciate your patronage!
Each order reinforces the experience: many choices, custom sandwiches and platters, and a sincere concern for each customer makes return visits a given. Genova’s is an affirming experience. How about your operation?
Customer Service means Customized Service: People feel special when they can have it their way
At Genova they really listen. That’s how they insure your needs are met. There are literally thousands of permutations for sandwiches yet they’ll make it exactly the way you like it: type of bread, choice of meet, sauces and dressings, condiments, cheeses, salad items, etc. Over time, they come to remember too. “You’re the no
mustard guy, right?” “Aren’t you the pickle-on-the-side fella?”
It’s their pleasure to give you exactly what you want.
Giving customers the power to choose is a form of customer service
While some establishments post signs that say “no substitutions” or “substitutions extra” Genova is built on the choices they offer their customers.
Building Community from the Inside Out
Dependability, reliability and a consistent history have made Genova a staple of the community. Their neighbors have grown up on Genova foods.
Whether or not the way to your customers’ hearts is through their stomachs, know that you too can build great rapport with your clients with every interaction. Here’s your recipe for the month:
- Begin with a smile
- Add one helping of friendliness
- Listen intently
- Sprinkle in a skosh of compliments
- Pepper in some individual questions
- Garnish the interaction with a genuine send-off
- And of course, use the special sauce we call love.
Then just let your innate curiosity and sincere desire to help them succeed take hold. And be prepared for second helpings as your customers return day after week after month after year. See you at Genova’s!
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