Companies that allow customers to use commercial coffee
machines might want to advise staff to keep an eye on how
people consume their hot beverage.
People all have different habits and preferences when it comes
to having a brew, but it may not be generally known that these
individual quirks give away more about them than they may
realise.
So by understanding the significance of customers' unique
traits, firms such as restaurants and hotels might be able to
anticipate their needs and hugely impress them in the process.
According to Donna Dawson, a psychologist, those who drink
coffee quickly when it is still piping hot tend to be very busy
people who are frequently on the move.
Companies could take this to mean they want the bare minimum
when they buy a brew so they can have it as quickly as possible.
However, Ms Dawson described them as very impulsive and
adrenaline-fuelled individuals who live in the moment.
As a result, they might respond positively if a firm encourages
them to buy other items alongside their coffee, such as a cake or a
biscuit.
By contrast, Ms Dawson said those who wait for the hot drink to
cool before taking a sip are willing to wait to get what they want.
She stated that while some may view them as "fussy", they are
undemanding and not prepared to be "driven or pressured".
Therefore, more aggressive means of tempting them to buy more
than a simple cup of coffee could fall on deaf ears, so businesses
may need to adopt a different strategy.
Knowing how customers think and respond to different approaches
can be critical in building brand loyalty, particularly for firms
in the hospitality trade. So even the most subtle and minor clues
on how their minds work should be spotted and acted upon.