The Value of Knowing Your Customer

Last week while traveling I found myself in line at a Starbucks. The woman behind the counter knew just about every customer's name and, amazingly, what they wanted. For example, she would say, "Hi Stacy! An extra-hot caramel macchiato with soy?" I made that up, but you get the idea; she knew her customers and their preferences. People like that barista are worth their weight in gold in the retail world.