Mastering Customer Experience: Lessons from a Sandwich Shop Interaction
In the world of customer experience (CX), we often focus on creating seamless journeys for our customers, designing processes, and crafting interactions that leave a lasting positive impression. But there’s another side to this equation that’s just as important—the employee experience. How employees interact with customers can profoundly shape the overall experience, influencing everything from satisfaction levels to brand loyalty. This might sound obvious, but sometimes the simplest examples can illustrate complex ideas in the most vivid ways.
Let’s take a step back and look at a rather everyday scenario that many of us can relate to: ordering a sandwich. Specifically, let’s dive into my experiences at a well-known freshly made sandwich shop, where I, as a regular customer, became very familiar with the subtle dance between customer and employee. This seemingly mundane interaction reveals a lot about how experience levels—on both sides of the counter—can dramatically affect the outcome of a customer interaction.
The Sandwich Shop: A Case Study in Experience
So, here’s the setup. I used to visit this sandwich shop regularly for lunch. It’s one of those places where you can customize your sandwich down to the last detail—bread type, fillings, sauces, and all the extras. Over time, I’d become something of a pro at ordering. I knew exactly what I wanted and how to ask for it in the most efficient way possible. This wasn’t just about knowing the menu; it was about understanding the rhythm of the interaction. I’d walk in, greet the server, rattle off my order in a precise sequence, and within minutes, my sandwich was being wrapped up and handed over. The process was quick, sharp, and efficient, and I left satisfied every time.
But here’s where it gets interesting. My experience was highly dependent on who was behind the counter. When I was served by someone who was experienced, the interaction was almost effortless. They knew exactly how to keep the process moving, anticipated my next request, and rarely needed me to repeat myself. It was a seamless interaction—a kind of unspoken understanding between customer and server that made the whole process enjoyable.
Now, contrast that with someone walking into the shop for the first time. They’re met with a barrage of choices, unsure of what to pick, and the ordering process becomes slow and awkward. They might need things explained, change their minds halfway through, and generally take much longer to make their decisions. In this scenario, the experience of the server becomes even more crucial. A seasoned server can guide them through the process smoothly, helping them make decisions and keeping the interaction on track. But if the server is new or not fully focused, the process can become cumbersome, leading to frustration on both sides.
The Customer-Employee Relationship: More Than Just Transactional
What this little lunchtime ritual revealed to me was just how much the quality of a customer experience can hinge on the relationship between the customer and the employee. When both parties are experienced—one in ordering, the other in serving—the interaction is smooth, efficient, and satisfying. But when there’s a mismatch, when one party is less experienced or less engaged, the experience can quickly break down.
Among my colleagues who also frequented the sandwich shop, we turned this into a bit of a game. The challenge was to place your order without being asked any questions—a test of how well you could pre-empt the server’s needs and keep the process flowing. With an experienced server, this game was a breeze. You’d walk in, deliver your order with precision, and they’d follow along without a hitch. But when the server was less experienced, the game became much harder. You’d find yourself repeating information, clarifying choices, and generally having to work much harder to get your sandwich. It wasn’t just about the sandwich; it was about the flow of the interaction, the efficiency of the exchange.
Lets looks at the difference between an efficient and inefficient order
The two images below illustrate contrasting scenarios of a customer ordering a sandwich at a shop. The first image shows a less efficient interaction, where multiple clarifications and pauses are needed, leading to a slower process. The second image, in contrast, depicts a highly efficient interaction where the customer and employee are perfectly in sync, resulting in a smooth and speedy transaction.
Infficient interaction where the ordering is broken down in many individual checkpoints
Efficient interaction where both customer and server are at peak Performance
The comparison between these two sandwich-ordering conversations clearly demonstrates the impact of synchronisation between a customer and an employee on the efficiency of the transaction. In the first conversation, a lack of experience or familiarity results in multiple clarifications, pauses, and a longer interaction, which can slow down the service and potentially cause frustration for both parties. This disruption in the flow of operations can also reduce overall profitability, as the employee spends more time on a single transaction.
The second conversation showcases the benefits of both the customer and the employee being in sync and operating efficiently. The customer provides clear, concise information at the right moments, and the employee responds without needing to ask for further clarification. This leads to a smooth, streamlined transaction that is quicker and more satisfying for the customer. For the business, this type of interaction is more profitable, as it allows for serving more customers in less time, improving the overall customer experience and enhancing the service’s reputation. Efficient conversations like this are essential for maximising productivity, maintaining a positive customer experience, and driving better business outcomes.
Does the efficnet example confirm our desire for effcient AI-based interactions
The efficient example of the sandwich order offers a glimpse into the future of customer interactions, where AI-driven experiences are becoming increasingly prevalent. Just as the streamlined, synchronised interaction between a well-informed customer and an experienced employee results in a quick, satisfying transaction, AI systems are designed to replicate and even enhance this efficiency. AI, with its ability to process information rapidly and anticipate customer needs, is particularly well-suited to those who prefer a clean, straightforward transaction. By reducing the need for clarification and eliminating unnecessary steps, AI can deliver a seamless experience that not only meets but often exceeds customer expectations. This efficiency is precisely why AI-driven solutions are gaining traction in customer service environments—catering to a growing demand for quick, hassle-free interactions where time and precision are paramount.
What Businesses Can Learn from a Simple Sandwich Order
While this example might seem trivial, it actually holds some valuable lessons for businesses striving to execute their CX vision. The relationship between customers and employees is a critical component of the customer experience, and it’s something that businesses need to pay close attention to. Here’s what we can learn:
1. Recruitment Selection: The Importance of Hiring the Right People
The first step in ensuring a positive customer experience is hiring the right employees. It’s not just about filling a position; it’s about selecting individuals who have the right attitude, skills, and mindset to engage effectively with customers. In the sandwich shop, the difference between a smooth, satisfying experience and a frustrating one often came down to who was behind the counter. By prioritising recruitment selection and focusing on candidates who are naturally attentive, quick learners, and good at managing customer interactions, businesses can set the stage for better customer experiences right from the start.
2. Training and Development: Continuous Learning for Consistent Service
Even the best hires need training to excel in their roles. The difference between an experienced server and a new one was stark—one led to a seamless experience, while the other could easily disrupt the flow of interaction. Ongoing training and development are essential to ensure that employees not only understand the basics of their roles but also develop the skills needed to handle a wide range of customer interactions. This continuous learning process helps employees build confidence and competence, which in turn leads to more consistent and positive customer experiences.
3. Performance Management: Regular Feedback and Support
It’s crucial to regularly assess and support employee performance. In the sandwich shop, it was clear that the quality of the customer experience was directly linked to how well the employee was performing. Regular performance reviews, feedback sessions, and coaching can help identify areas where employees may need additional support or training. This not only helps improve individual performance but also ensures that the overall customer experience remains consistent, even as employees progress through their roles.
4. Understanding Employee Motivation: Aligning Goals for Better Outcomes
Understanding what motivates your employees can have a significant impact on how they engage with customers. In any service role, motivation can be the difference between an employee who is fully engaged and one who is simply going through the motions. By taking the time to understand what drives your employees—whether it’s career progression, personal satisfaction, or a sense of purpose—businesses can create a work environment that encourages employees to give their best. This, in turn, leads to better customer interactions and a more positive overall experience.
5. Designing the Customer Journey: Tailoring Experiences to Different Levels of Familiarity
One of the most important lessons from this example is the need to tailor the customer journey to different levels of familiarity. Experienced customers like myself knew the menu and ordering process inside out, but first-time visitors needed more guidance. Businesses should design their customer journeys with these varying levels of experience in mind, ensuring that every customer—whether seasoned or new—receives the right level of support. This might mean having more experienced employees available during peak times or providing clear, easy-to-follow instructions for first-time customers.
6. Balancing Efficiency with Personalisation: Knowing When to Adapt
Efficiency is important, but so is personalisation. In the sandwich shop, my ability to order quickly and efficiently was a result of both my own experience and the server’s ability to adapt to my needs. However, there were times when the server needed to slow down and provide more personalised service to less experienced customers. Businesses need to strike the right balance between efficiency and personalisation, ensuring that every customer feels valued and understood, regardless of how familiar they are with the process.
The Bigger Picture: Executing Your CX Vision
This simple sandwich shop example might seem like a small-scale interaction, but it’s a microcosm of the broader challenges businesses face when trying to deliver exceptional customer experiences. At the heart of it all is the relationship between the customer and the employee. When this relationship is strong—when both parties are experienced, engaged, and aligned—the result is a smooth, satisfying experience that leaves the customer feeling valued and respected.
But when there’s a disconnect—whether due to inexperience, lack of engagement, or misalignment—the experience can quickly break down, leading to frustration and dissatisfaction. This is why businesses need to pay close attention to the factors that influence this relationship, from recruitment and training to performance management and employee motivation.
By focusing on these areas, businesses can create an environment where both employees and customers thrive, resulting in a more consistent and positive customer experience. And ultimately, this is what executing a successful CX vision is all about—building strong, effective relationships that lead to satisfied customers and a thriving business.
So, the next time you’re in a sandwich shop, take a moment to appreciate the subtle dance between customer and employee. It might seem like a simple transaction, but it’s a powerful reminder of the importance of experience, engagement, and alignment in delivering exceptional customer service. And who knows, maybe you’ll even find yourself playing the same game—seeing if you can order your sandwich without a single question.
Customer-Employee Relationship: The strength of the relationship between the customer and the employee is crucial to delivering a smooth and satisfying experience.
Experience Matters: Both customer and employee experience levels play a significant role in the success of the interaction, affecting efficiency and satisfaction.
Employee Engagement: Engaged and motivated employees are more likely to deliver positive customer interactions, leading to better overall experiences.
Recruitment and Training: Effective recruitment, ongoing training, and performance management are key to ensuring employees can consistently meet customer needs.
Tailored Customer Journeys: Designing customer journeys that accommodate varying levels of customer familiarity ensures that both new and seasoned customers receive the support they need.
Balancing Efficiency and Personalisation: Businesses must strike the right balance between efficiency and personalisation, adapting to the needs of each customer to enhance their experience.
Executing CX Vision: Successfully executing a CX vision requires a focus on building strong, effective relationships between employees and customers, leading to a consistent and positive experience.
Continuous Improvement: Regular assessment and refinement of employee performance and customer interactions are essential for maintaining high standards in customer experience.
Further reading
“The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses” by Eric Ries
Overview: Eric Ries introduces the Lean Startup methodology, which emphasizes creating more efficient processes through continuous innovation and iteration. The book provides practical advice on how to streamline operations, optimize processes, and make more effective decisions by focusing on validated learning and rapid experimentation.
Why It’s Valuable: This book is essential for anyone looking to optimize processes within their organization. It offers a framework that can be applied to various industries to improve efficiency, reduce waste, and enhance interactions with customers and stakeholders.
“Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones” by James Clear
Overview: While primarily focused on personal development, “Atomic Habits” provides powerful insights into optimizing processes through small, incremental changes. James Clear explains how tiny habits and consistent actions can lead to significant improvements over time. The principles discussed can be applied to both individual behaviors and organizational processes.
Why It’s Valuable: This book is valuable for those looking to optimize interactions and processes by understanding the mechanics of habit formation and change. It’s particularly useful for improving efficiency and creating sustainable processes in both personal and professional settings.
