Customers will return for your business service, but more likely for your atmosphere

I don’t sit in cafes often, but when I do, I always return to the same one. For the first half of the day, this particular cafe serves as a brunch spot, gathering those in the neighbourhood, as well as those who will drive freeways to get there. Then, at 3:00, the menu switches over, the day light, with our present relationship to the sun, appropriately fades, kegs begin to hiss, and the music changes to an “evening beat.” To be honest the food isn’t good; the coffee mediocre, but, still, when I get the chance, I return. 

It is atmosphere that makes this cafe a city’s staple.   

Though the environment is laid back, the decor casual, and employee attire individualistic, it remains professional. If a customer’s eggs benny hits the kitchen floor, or there are bad feelings between servers, it never shows.  Other details that make this business’ atmosphere unique and inviting is the dedication of employees (the servers are often familiar faces who have been working there for a long period of time), as well as owner presence; he is a part of the culture, always around to mingle with regulars and meet openly with suppliers.  

What are the unique characteristics of your business’ atmosphere? 

Even if your service or product is industry leading, your business atmosphere will not lie. When your customers walk through the door, is their first impression that operations are running smoothly? Are they met with silence? Music? Bickering employees? The smell of brewing coffee? A journal to read? A comfy place to sit? A smile? 

Critique your atmosphere. Assess the following qualities about your business and whether they could use some attention.  

Manners. Business etiquette does not necessarily come naturally. Imagine you go to watch a stage play, and the actors perform with their backs to you; your business’ atmosphere can leave the wrong impression by something as simple as your back staying turned when a customer walks through your door. Observe your employees’ and your own interactions with clients and customers. Can they be improved? Could you be leaving a better impression if you changed a simple detail? 
 

Decor. Visual stimulation, whether it is the colour of your walls or comfortable seating in your boardroom or waiting area, make a difference. Do you need a decor update? Art on the walls and other decor give your business character and personality.   

Energy drainers. If your environment has a defeatist ring, retrain or get rid of the naysayers. When your customers pose a question, your employees’ responses should elicit positivity. The spreading of negative energy can also quickly drain the rest of the team. 

Internal communication. Internal communication is also observed by an external audience. Interaction among employees is part of your brand and can leave a strong impression. When customers or clients see or sense dysfunction in-house, confidence of your ability to deliver a service slides.

The five senses. What are the ways in which you and your business can appeal to your clients’ senses? There are creative ways in which all five can be stimulated by what is available in your business atmosphere, whether it is a tidy office space, the smell of freshly brewed coffee, a glossy brochure, or the sound of Christmas carols when the season is right.

 
One way to test your atmosphere is to observe others. The next time you walk into your lawyer’s or insurance provider’s office, into the shop that changes your oil or that sells you a suit, be more observant than normal--what is stimulating your senses? Does the brand resonate with you? Why? Does the smell or sound of the place make you want to stick around or never come back? 

I never question returning to that cafe, with its not-so-great food and mediocre coffee. In this case, atmosphere is everything.