The Espresso Lesson in Customer Engagement
- Kevin Wash
- 3 days ago
- 3 min read
Over the course of my life, I’ve made my fair share of purchases — houses, cars, holidays, a few overly ambitious fashion choices, and more mobile phones than I care to admit.
And yet, when I think back, I can only recall a handful of pleasant purchase experiences.
By “pleasant,” I don’t mean the joy of owning the item — I mean the experience of buying it. The process. The people. The feeling.
Strange, isn’t it?
Despite countless transactions, only a few stand out for the right reasons. Far more memorable, unfortunately, are the ones that never even happened — scuttled by overzealous, pushy salespeople armed with bad attitudes and worse listening skills.
The $200 Sale That Outperformed Every Luxury Purchase
It was December 2011, at the Mall of the Emirates in Dubai. I was shopping for a modest coffee machine.
My apartment at the time was small, so I wanted something compact, easy to use, and—naturally—able to produce good coffee. I wandered into the newly opened Nespresso boutique, where I met a young salesman named Mohamed.
From the moment we met, Mohamed impressed me. He offered me a coffee (a clever touch), invited me to sit down, and struck up a warm conversation. He didn’t just talk about the machines — he asked about me. Why I was in Dubai. How long I’d been there. Married? Single? What kind of coffee I liked.
It felt less like a transaction and more like a tailor measuring me for a bespoke suit.
When I explained what I wanted, he didn’t just point at a model. He recommended one — confidently and personally. As I headed toward the checkout, he paused and said,
“Kevin, we need to consider the experience of drinking the coffee, wouldn’t you agree?”
Touché, Mohamed.
So we sat again and discussed everything — when I’d drink coffee, how often, and who my guests might be. By the end of it, I left with not just a machine, but cups, saucers, a milk frother, and enough capsules to start a small café.
And here’s the remarkable part: I still have every item he sold me that day.
More importantly, I’ve been loyal to Nespresso for over a decade — not because of clever marketing or reward points, but because of that single, genuine, human interaction.
The Hidden Value of Engagement
Now, imagine your client-facing employees creating that same level of experience.
Imagine retaining your clients for ten years — without constant chasing, discounts, or payment disputes — simply because the first experience was that good.
To achieve this, you need two things:
Consistency – in product quality, service, and pricing.
Engagement – employees who don’t just serve, but care.
Because here’s the truth: your employees’ engagement directly shapes your clients’ loyalty.
The Real Cost of Disengagement
Disengaged employees don’t just cost you in morale — they cost you in sales, repeat business, and reputation. According to Gallup, actively disengaged employees cost businesses an estimated 18% drop in productivity and billions in lost revenue each year.
That’s before we even account for turnover costs, recruitment, retraining, and the damage to customer relationships.
At VOS International, we specialise in helping companies break that cycle.
Our award-winning training programmes develop fully engaged teams across all departments — not just sales. The results?
Higher productivity
Increased client retention
Stronger revenue growth
Lower staff turnover
It’s the kind of virtuous business circle every company dreams of — happy employees, happy clients, healthy profits.
The Takeaway
One coffee, one conversation, and one extraordinary employee created a customer for life.
Now ask yourself — how many of your team members are creating that kind of story for your clients?
Because engagement isn’t just about sales figures. It’s about moments, connections, and consistency. And sometimes, it’s about a young man in Dubai who understood that selling coffee isn’t just about caffeine — it’s about connection.
At VOS International, we don’t just train teams — we transform them into brand ambassadors who create loyalty that lasts longer than your warranty period.
After all, wouldn’t you like your next sale to be worth a decade of loyalty?
Kevin Wash / VOS Consultants
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