It was a hot summer day as we pulled off the Jersey Turnpike and into the rest stop.  Six hours into our drive and we all needed some breakfast. My dad, grandfather and I walked into the rest stop and found every New Englander’s dream – a Dunkin Donuts. Unfortunately, there was also a long line waiting for us. As we drew closer to the counter, a shrill voice pierced the thick summer air

“No everything bagels – NEXT!”.

I looked toward the front of the line as the would-be-customer, credit card in hand, stood baffled at being cast out of line. The next patron, fearing the same fate stumbled through his order.

“Um, hot coffee, black and a –“

“WHAT SIZE?!”

“Oh, uh medium”

“$2.50”

“Uuh, ok.”

“NEXT!”

Not wanting to push his luck, the patron stepped aside, giving up on the rest of his order – best not to push your luck. As he did, the next victim stepped up.

“Hi, can I get a plain donut?”

“No plain donuts – NEXT!”

We were next..

After triple checking the display case and confirming that they had what I wanted, I weakly offered “Can I please have a coffeecake muffin?” I braced myself, but lucky me – no objection to the coffeecake muffin. After my dad and grandfather threw in their coffee orders we escaped unscathed – although a little shaken up!

Looking back (over a decade later) I can attribute that experience to any number of things:

• The cashier was having a bad day
• People were ordering with their eyes closed (not looking at the display case to see what they had)
• The fact that we were in New Jersey
• Other possible “behind the scenes” factors.

What is indisputable however, is how each person in line that day felt – like a massive inconvenience as a customer.

Every business is guilty of this to some degree. You lose sight of what’s important – your customers and their needs. You stop thinking about how to serve them and instead focus on other motivators – efficiency, ease, expediency, etc., all at the customer’s expense.

Great businesses catch themselves before this happens and they lose a customer.