I got ripped off…

Originally sent exclusively to The Letter subscribers on June 30th. Want to be the first to get my personal newsletter in your inbox every Monday at 7am? Subscribe for free here.

This weekend I fell victim to what I can only describe as crime, in another twist of sheer terrible customer service and tomfoolery.

Before I tell you more, I have to come clean and tell you I feel like an old codger moaning about the price of things these days.

With every line on my forehead, I find something to grumble about, certainly when I feel ripped off or fall victim to terrible customer service.

This week it was the turn of tax-dodging Starbucks; whom I actually don’t blame for managing their tax affairs well – which the media love to comment on.

I blame the government for being so damn useless at collecting it.

Then, when they do recollect our hard earned loot, they seem to keep hold of it like spaghetti water draining from a colander.

Why do governments think they can put our money to work better than us?

I sent them a million quid in the last 10 days on their cocktail of turnover taxes.

As I continue to fund my largest shareholder that I never knew I had.

I often think having the mafia as a partner might get me better value.

Back to Starbucks. Rarely do I frequent the brand, but this weekend I was one bead of sweat away from becoming a human slip-n-slide.

Whilst driving, I noticed a Starbucks drive through - when did they become a thing?

The endorphins in my brain triggered a thought for a nice iced coffee; just the trick to quench my hot, sweaty mess.

They got my order wrong and charged me £6.10.

£6.10! I couldn’t believe the violation.

This is for some milk and coffee in a cup, and I was drinking it in my car.

I wasn’t even using one of their wooden chairs, which frankly has all the comfort of doing your tax return.

The coffee was so weak; I felt it needed a motivational speech!

Starbucks used to be so good: comfy chairs, nice atmosphere, good value, great customer service.

Not today, Captain.

I drove off in a huff. I was out of town and visiting a camping shop. Yes, we're camping as a family, and I needed some supplies.

£500 later, I was at the till and was shocked at that price too.

I made a joke about the money, saying, “Wasn’t it ‘50% off weekend’?” to which the cashier looked at me like I had just come round her house and pissed on her geraniums.

This was an independent shop. I won’t be going back.

It got me thinking about customer service and value for money, and upping our game even more; making it cultural - even more, to keep talking about it - even more.

I can afford £6.10 for a coffee, and I can just about afford £500 for a camping trip.

That’s not the point. The delivery is.

Deliver well and it’s not expensive, it’s value for money.

We get busy running our businesses.

We get bogged down in fighting fires, big-picture tasks, year-ends, and bureaucracy that gets piled on entrepreneurs, and to-do lists that have to-do lists.

To many, it’s less of a to-do list and more of a scroll.

So customer service training and attention always becomes more of a "PS", tacked on from someone who forgot your birthday.

It shouldn’t be.

Fast forward now to Sunday morning. My tribe and I went to an independent for brekkie: The Tin Roof in Essex. My oh my, what a place!

Run by a husband and wife team, set up by a multi-business starter and seller known locally as “Spin”.

At 70 years old, he’s working tables and keeping an eye on things like a conductor of excellence.

This bloke, without me knowing, must have many millions around him, knowing the exits he’s had.

We had a chat after some top-notch food, and at £74 later for breakfast, I felt I’d filled my tum with value for money.

My chat with Spin led me to some excellent reassurances on how to build and sell multiple million-pound businesses.

Conservatively, I would say this man has generated over a quarter of a billion in sales in hospitality.

So here they are, he’s passionate about his cause, knows his numbers and is commercially aware.

He’s on it, he’s always innovating, he never stops learning and stays curious.

In his own words, he says his ADHD has given him a level of impatience and hates waiting around which feeds his obsession of fast service and excellence.

Lastly, as his career has grown he’s focused on improving the model, from small diners to massive 300 seaters, he knows how to build a successful model.

If you’re working hard, delivering great service and the thing you’ve got doesn’t line your pocket.

Check your model out, tweaking models is one of my biggest learns in business.

If you want to learn some customer service tips and tricks to keep on top, our training company IN2ACTION will be delivering a top-notch keynote at Business Masterclass with materials you can swipe and deploy to make you a top-notch business.

You can even bag yourself a free mystery shop, giving you the data to make proper change whether you’re an insurance broker, coffee shop owner, accountant or camping shop.

Mystery shopping and customer service training improves the bottom line and stops you from thinking, “We’re not losing customers - we’re actively donating them to competitors.”

In other news, I took my dog to the vet because he hurt his leg.

The vet picked him up and felt him and said, "I am going to have to put him down."Tears welled up in my eyes - why? I asked.

The vet said, "My arms are aching."

To your continued success,

James

PS. If this hit a nerve (or made you chuckle), wait until you hear the actual strategies from IN2ACTION live at Business Masterclass - plus a whole lineup of sessions to sharpen your business, fix your model, and grow what you’ve built. Get your tickets here