"LETTER TO A LOST LOVE"
Good coffee service operators love
their customers and when they lose one, they would love to get it back.
Some time ago, a
customer asked if we could suggest a letter to be sent to one of his lost
customers, and here is what we offered:
Dear Customer:
We notice that you decided a while ago to discontinue our
service. We would sincerely like to know why this decision was made. Could it
have been for one of the following reasons:
• the quality of our products?
• the level of our service?
• the equipment we provided for you?
• any lack of courtesy by our route person?
• any failure on our part to respond quickly to requests you made?
• our response to you on the telephone?
• one of our company policies with which you disagree?
If for none of the above reasons, is it safe to say that it
must have been the price? If so, we owe you an apology for not clearly
explaining the many components of our price structure. We are in the coffee
service business. We underline both words because they really comprise
everything that goes into our business.
Our operational efficiency and devotion to quality coffee
ensure the lowest price possible for the complete service. But if there
are some elements of this service not required by the customer, the price can
be lowered commensurately.
For example, the cost of gourmet-type coffees creates a
substantial premium. The cost difference in various types of equipment can
translate into a spread of up to $10.00 per case on coffee purchased. The
frequency of the number of deliveries (transactions) has a similar effect.
So if price is a consideration, we certainly can meet that
standard, too. In summary, our corporate purpose is incorporated in the slogan
— "A perfect cup of coffee in a hassle-free coffee break." I
enclose a pamphlet showing the main elements we must care for in achieving
that purpose. The removal of any of those elements means a reduction in cost
to you.
We cherish our customers and would dearly love to reinstate
your fine company as one of them. May I request an appointment at your
convenience to briefly discuss how we can best serve you?
