Customer Feedback

           We enjoy feedback from our customers. We like to know when we’ve done our best and when we’re moving a little too slow for our nightly barrage of sugar-depleted vacationers. I especially like it when they compliment us on how unique and tasty our different flavors are, or when they come in from the porch on one of those brutally, stubbornly hot summer days to grab napkins and complain about how quickly our ice cream melts.

-Insert record-scratching sound here-

Wait a minute, are you for real? I’m sorry, did you really just complain about how quickly ice cream melted in the scorching summer sun? Do you hear the words that are coming out of your mouth? And, I love that they specifically say “your ice cream” implying that we have some sort of deficiency in our product and if they went to a different location, their ice cream wouldn’t have melted on them. You know, I’ve been trying all summer but geez, I just can’t seem to be able to fix the problem. Oh, I know! We have an air-conditioned seating area inside; no one told you to sit in the blazing heat!

But where was I? Ah yes, our customer feedback. We have special cones that we have so cleverly named “fancy cones,” that we dip in chocolate and multi-colored sprinkles, that no other places near us have. Our customers love looking at our display and encourage their kids to eat a fancy cone knowing that they will get a bite later. They admire our selection and say things such as “what fun!” or “ooh, look at these little Suzy!” And when they finally approach the cash register they gawk and almost refuse to pay. Of course the “fancy cones” cost more you dummy! You are getting more product, so don’t you think it makes sense that the more you receive the more you have to pay for it? If not, I’d like to live in your world.

But sorry, back to customer feedback. Our customers like to taste before they commit to a whole cup of one flavor, and we are the “taste testers” so we understand their need to know. We hand off a taste of one, a taste of another, and they maintain their thankfulness every time because they apparently are not allowed to taste at home. I love getting the reaction of “wow! That’s really good,” or “oh, yeah. I’m getting that,” or “umm, does this have chocolate in it?” Uhh, yes it does. Oh great, here comes mom: “She’s allergic to chocolate, why didn’t you tell us?!”

“I’m sorry ma’am, I didn’t know,” is the only polite phrase I can respond with because I’d really like to scream:

“Are you kidding me? Why didn’t I say something? Why didn’t you say something, you’re the one with the allergy?! I don’t know your kid from a hole in the wall and I’m supposed to know she’s allergic to chocolate?! That’s right, I forgot, it’s my fault you’re a moron.”

Don’t misjudge me, I’m not insensitive to allergies. If someone tells me in advance, I have absolutely no problem taking the time and offering options of sanitized scoopers to avoid peanuts, ices for those who are lactose intolerant, or otherwise. It’s when you assume I’m a mind reader that frustrates me. Miss Cleo went out of business a long time ago.

It’s just a little thing called communication, folks. Some do too much and don’t think before they continue, and other do too little, not providing enough information. Maybe our communication with the customers is lacking too, though. Maybe we should have more signs up that read: Caution. Ice cream melts, eat at your own risk. Or We can accommodate, but we can’t read minds.

Why is it so trying to communicate? Why do we just act instead of asking the necessary questions in the first place, so as to save us the hassle in the long run? I don’t’ think it’s because of the fast-paced world that gets blamed for everything these days. No, I think that we all just think we know best. But sometimes the customer isn’t always right. It is at these times when we need to take a step back and communicate with those who know more in order to be satisfied. The dilemma that we get ourselves into time and time again, is that we forget that communication is a two-way street, and we expect the other person to do all the work. However, the next time we give customer feedback, we need to think about what we could have done differently too.

Still Screaming