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 al$,$ Snakes &Lates 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 si a key part of the Guru's role.

As acompany, 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 ot playtest some$-$ one else's$),$ and experiences $($e$.$g$.,$ Trivia Nights$).$ Customer relationships are the subject of a new promotional plan, announced ni $2018,$ centred on loyalty. An app$-$supported loyalty program will see customers earning points that can be redeemed for perks ni the caf$$s$.$ This program had been

SNAKES &LATTES

piloted ta the Arizona locations and received a positive response, and management was considering rolling it out to all locations$\mathrm{.}1$

Questions

$\mathrm{.}1$ Not al 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 hte "sales force" si the wait staff of the caf$?$

$2.$ Is it ni 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?