B2C COMPREHENSIVE CASE: SNAKES & LATTES Tips and Pointers Though Snakes & Lattes' business model does not require traditional sales representatives or teams, a lot of promo- tion goes into managing its customer relationships. The process begins when caf staff greet and seat customers, progresses through the typical ordering process, and is enhanced by the role of the Game Guru, whose job it is to make sure that customers enjoy the whole experience. After all, Snakes & Lattes promotes differentiation from a regular (non-board game) caf. So while wait staff are not paid on commission, they have a vested interest in offering outstanding service and encouraging purchases, because their tips rely on it. Also, although a "sales pitch" is not part of the job, offering per- sonalized service and finding the right game for the right customer is a key part of the Guru's role. As a company, Snakes & Lattes helps by offering pro- motional items (e.g., specific brands of beer), evenings (e.g., free play on Designer's Night for anyone bringing their own prototype and anyone willing to playtest some- one else's), and experiences (e.g., Trivia Nights). Customer relationships are the subject of a new promotional plan, announced in 2018, centred on loyalty. An app-supported loyalty program will see customers earning points that can be redeemed for perks in the cafs. This program had been piloted at the Arizona locations and received a positive response, and management was considering rolling it out to all locations. Questions 1. Not all businesses need a sales force, or at least not a typical one. What concepts from this chapter can be brought to bear on a business like Snakes & Lattes, where the "sales force" is the wait staff of the caf? 2. Is it in the company's best interest to have wait staff try to earn higher tips? 3. Consider the loyalty program mentioned above. What features would you include for such a program? Think about how customers would earn points, and what they could use them for. How much money, in terms of a percentage of revenue, should Snakes & Lattes devote to this? Amfil Technologies Press Release, "Amfil Technologies Inc. provides corporate update on the various initiatives throughout its subsidiaries," August 27, 2019, https://www.otcmarkets.com/stock/ FUNNews/Amfil-Technologies-Inc-Provides-Corporate-Update- on-the-Various-Initiatives-Throughout-its-Subsidiaries?id=238400, accessed October 31, 2019