Discover the practical strategies that turn visitors into regulars and the classic mistakes most independent coffee shop owners make with their customers in this wide-ranging conversation with Maxwell Colonna-Dashwood, a coffee entrepreneur and three-time UK barista champion.
How to understand your customers with Maxwell Colonna-Dashwood
Top tips and takeaways
- Specialty coffee is now an established option for UK consumers, which means you don’t have to shout about it from the rooftops any more.
- You need to think like a marketer rather than a consumer when dealing with customers, and that requires you to put yourself in other people’s shoes.
- Watch what consumers do, not what they say. Their actual behaviour is much more telling than their reported behaviour.
[04:08] Maxwell tells the story of how he got into coffee, including an epiphany moment in Australia
[07:57] How Maxwell’s conversations with his customers have evolved over time
[14:35] How to think like a marketer and put yourself in the shoes of your customers
[17:46] What independents can learn from the big chains and how they affect the ecosystem
[19:27] The challenges of asking your customers questions and how to get real insight from them
[24:01] The sources Maxwell draws on to keep educating himself and stay updated on industry trends
[26:47] Why Nespresso is the best premium brand of all time and what independents can learn from it
[29:58] The importance of being flexible and adapting to changes in the market