Coffee: a tool promoting discussion and well-being

You greet your customer and offer them a coffee. A gesture that has become commonplace but that still holds so much importance. What is the impact, whether on the ground, from the salesperson to the customer, or in-house between work colleagues? Café Liegeois is unveiling the secret of and benefits brought by the Robusto or Arabica espresso we receive when asked the famous question, “Would you like a coffee?". 

During your appointment with your hairdresser, bank manager or lawyer, you are usually going to be asked if you want a coffee. In reality this seemingly trivial question adds real value. This well-known hot black drink is a symbol of warmth from your host. So much so that coffee, the second most popular drink in the world, establishes a warm atmosphere and makes discussions easier.

Black gold has become just as important in the customer experience as the host’s smile. This small gesture of offering someone a coffee may eventually have an influence on the satisfaction questionnaire. If you take the example of an important and formal negotiation meeting between a client and his bank manager, coffee plays an important and interesting role. During more abrupt discussions on often disagreeable matters, it would seem that sipping coffee together helps defuse the atmosphere from the start. An espresso prepared at the hands of the agency’s contact person also gives the impression that you are a premium customer. Negotiations therefore get off on a better footing and the bank manager’s role appears less daunting.

It is like this in many different domains and professions, so it comes as no surprise that we increasingly see coffee being offered to welcome visitors. Today, several studies have proved that customers are expecting “a real customer experience” from the company and not just a service or direct sale. The important-yet-simple role coffee plays is all the more valued when your hosthas taken the trouble to hand the cup to you personally. This is the first impression that the customer takes away from the meeting. A self-service drinks machine will no longer cut it and an espresso gives you thatfeeling of being valued. 

In-house, what positive effects does coffee conjure up? Discussion, team spirit, personal and professional subjects, meetings and decompartmentalization. More than a chance for a break, employees see in coffee a tool that motivates them and opens up communication. Company news is often a hot topic, so coffee is always a good way to strengthen team spirit. Add to this the quality of the coffee: the choice a company makes about this detail will have a direct influence on the recognition, value and the attention it places on its employees’ well-being. These feelings incite personal investment, better performance and a reduction in stress. Lastly, coffee breaks are not only about psychological benefits. Drinking coffee also optimises physical and intellectual capacity and boosts concentration and memory.

Whatever the situation (formal, informal, personal, etc.), coffee is a great tool in promoting well-being and communication. So wait no longer to share in that Liegeois moment!



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