2012 Specialty Coffee Retailer Satisfaction Report Results
It's service, above all, that drives customer satisfaction at specialty coffee shops, according to the J.D. Power and Associates 2012 Specialty Coffee Retailer Satisfaction Report. The report, based on responses from more than 1,300 participants, is the first such report by J.D. Power on brick-and-mortar coffee retailers.
The report suggests that a store's staff is more than twice as important as cost, sales and promotions, and the physical facility. In particular, respondents cite courtesy, knowledge of merchandise, speed of transaction, and availability of service staff as crucial factors in their decision to keep patronizing these stores. The average specialty coffee retail customer spends $13 per store visit, according to the report.
"With staff having such a high importance to customers, specialty coffee retailers have a tremendous opportunity to differentiate themselves from competitors by focusing on customer-centric approaches and enhancing their customer service training," said Sara Wong Hilton, senior director of strategy and product management at J.D. Power. "Customers may overlook other shortcomings if the staff is friendly, knowledgeable and helpful."
Brands included in the report each have revenue that exceeds $35 million, at least 100 locations, and located in more than five states. The report shows that of the major specialty coffee retailers in the U.S., Dutch Bros. Coffee ranks highest in overall customer satisfaction, with an average score of 823 out of a possible 1,000. Tully's Coffee ranks second with a score of 812, and Caribou Coffee is third at 809. Dutch Bros. also achieves the highest score in customer retention, with 56% of respondents saying they "definitely would" make further purchases from Dutch Bros., and 63% of respondents saying they "definitely would" recommend the brand to family and friends.
The report suggests that a store's staff is more than twice as important as cost, sales and promotions, and the physical facility. In particular, respondents cite courtesy, knowledge of merchandise, speed of transaction, and availability of service staff as crucial factors in their decision to keep patronizing these stores. The average specialty coffee retail customer spends $13 per store visit, according to the report.
"With staff having such a high importance to customers, specialty coffee retailers have a tremendous opportunity to differentiate themselves from competitors by focusing on customer-centric approaches and enhancing their customer service training," said Sara Wong Hilton, senior director of strategy and product management at J.D. Power. "Customers may overlook other shortcomings if the staff is friendly, knowledgeable and helpful."
Brands included in the report each have revenue that exceeds $35 million, at least 100 locations, and located in more than five states. The report shows that of the major specialty coffee retailers in the U.S., Dutch Bros. Coffee ranks highest in overall customer satisfaction, with an average score of 823 out of a possible 1,000. Tully's Coffee ranks second with a score of 812, and Caribou Coffee is third at 809. Dutch Bros. also achieves the highest score in customer retention, with 56% of respondents saying they "definitely would" make further purchases from Dutch Bros., and 63% of respondents saying they "definitely would" recommend the brand to family and friends.
