
Mmm, Aro Valley. The barista at Aro Cafe now greets me by name every morning when I stop there on my way to work. He knows what I like to drink, and often if I go there with friends for breakfast he’ll say – ‘Would you like a long black to get started, Timothy?’ – as we head for our table.
Even though Aro has raised the price of their long blacks recently, I still frequently stop by there for a coffee. I have to admit that I feel this personal connection has quite a bit to do with my continued patronage!
In fact, I think it is pretty significant that in a city like Wellington, where I have so much choice in terms of coffee, it has been the baristas that have most frequently influenced my repeat visits.
I think there is something to learn from my experience, about the power of personal, one-to-one, human, connection for creating great experiences. I wonder how this experience translates into web services, the online environment, or even patrons’ experience of libraries or museums.
Brooklyn Museum made this kind of personal connection with me recently, when I signed up to become one of their ’1stfans’. Within a few minutes of subscribing, I recieved a tweet from their community manager, welcoming me to the group, and emails and friend requests only a short time after that. Even though I am miles away from New York city (and wonder if I’ll every actually get to visit the Brooklyn Museum in my life) I feel much more a part of this community, fond of this place, and connected to its staff, than I do (for example) my local public library!
Is this feeling just some illusion? Has my favourite Aro Street barista just used a little bit of manipulative psychology to turn me into a repeat customer?
I’m not sure, but it does make me think more about my current role as Senior Tutor. I definitely could be doing a better job at making a personal connection with my students, particularly those who are further away- who I don’t see in class each week. If I think about it, my role is at least in part, to be a ‘community manager’ of sorts. I wonder what I can do to make their experience of the programme more personal. How can I learn more about them and anticipate their needs?
Any ideas? I suspect it is something more subtle than just ‘get them to follow you on twitter’. I think one thing I could do right away is try to reply individually and quickly to emails from students, instead of ‘saving up’ my replies and sending out group messages. But how do I balance the additional time cost this might bring.
Have you any suggestions? Perhaps you have particularly good or memorable experiences that spring to mind that I could learn from.