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Coffee: Never Surprise Your Customers
Surprising your customers is the worst thing you can do, unless you do it right.
Over time, I started to recognize other faces and give a nod or good morning. A $2 cup of coffee is still cheap but a 100% surprise price increase blew up our expectations and broke the para-social relationship people had around a gas station. We found that when people paid annually for N team members, if they added more, we didn’t charge them until their next renewal instead of prorating.
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