Presentation is everything, or so the old adage goes. Although you managed to choose the right chairs, the right colors and the right lighting, you might still be missing an important aspect to your business – the right equipment. Your customers may appreciate the fancy trappings, but all the ultra-modern chairs in the world won't bring them back when your store is fitted with machines that are constantly in need of repair or that are difficult to use.

Choosing the right equipment to meet your customers' expectations is one of the most vital, and often overlooked, parts of opening and maintaining any business image.

Understanding the Role of Equipment in Customer Expectations

It seems simple enough, when you think about it. Customers want to walk into tidy shops and find that everything works – especially when it comes to machines designed for self-service, like soda fountains, frozen yogurt machines and other food displays.

Customers seeking your services have certain expectations when they enter your business, be it a restaurant, convenience store, grocery store or yogurt shop – the first and foremost of these is that your products are readily available when they want them.

By investing in the right commercial equipment, you can automate much of the process, freeing employees for other duties. A small business requires efficiency - by adding specialty equipment that can do the work of several employees with only minimal intervention and maintenance, you'll save money on labor and meet your customers expectations at the same time. Everybody wins.

Here is an example of how a self-serve frozen yogurt business can save when using higher quality equipment:

• Well maintained froyo equipment can last at least 10 years, even when used every day. This is a long term saving for the business as they aren't having to replace machines often.
• A self-serve business model when using a higher quality machine where serving takes less time can employ less front staff while keeping output at the same level.
• High quality machines create more consistent product, and faster, than doing so by hand. This leads to happier customers that have the product they want each time and don’t have to wait.

Equipment Considerations for Every Business

Capacity

Equipment capacity is a big deal when it comes to meeting your customers’ expectations. If you have a soda fountain that only dispenses two flavors or that holds an insufficient quantity of ice, your customers are going to be disappointed. They're accustomed to a certain level of service from that kind of machine - by providing more options you not only differentiate yourself from the competition, but you meet customer expectations; which will keep them coming back.

Reliability

Reliability is another factor that should be foremost in your mind when choosing equipment. It doesn't matter how good the capacity is, if your equipment is down. You can hedge your bets by investigating the models you're most interested in online before making a vital purchase. Be absolutely certain that your equipment vendor will make your machine a priority when it does have a bad day. Customers expect your machines to work – ensure that they do.

Choosing equipment that's intuitive will win lots of points with customers who may be worn out after a long day at work or simply aren't interested in another battle. Simple interfaces, be they mechanical or computerized, save lost revenue from goods that customers may reject due to a confusion about the machine. If they thought they pulled the lever for chocolate-banana yogurt, but ended up with something pink and horrifying, your customer is going to be frustrated.

Meets Expectations

A decade ago, before social media came along and made our world so incredibly tiny, it was easy enough to scout out the local competition to ensure that your equipment measured up. Today, you should be talking to your customers about their expectations to find out exactly what they want. Not just in your store, either - through your store's Facebook and Twitter accounts, too.

Brand Personality and Customer Demands

On a small scale, it may be hard to think of your store as having a personality all its own, but you will have some customers who seek you out simply because of that one thing you do differently from the competition. Ask your customers what they want and what they like about your store before making changes – they're going to appreciate it and will feel more involved in the changes to come. Embrace those things you do differently, they may be your central assets.

Is It Worth It?

Investing in your business can be a difficult balance, but at the end of the day, keeping equipment up to date and providing customers with the experience they demand will increase your store's income. Cutting edge can be nice, but most customers are quite content with just keeping up with trends, so make your equipment purchases wisely.

Remember, more complicated isn't necessarily better, especially when those complications make machines less user-friendly. Investing in the right equipment enhances the customer experience and brings them back to your store again and again.

Like any major purchase, the equipment you expect your customers to use should be evaluated on a cost vs. reward basis. Take an objective look at why a piece of equipment is or isn't right for your business, before committing yourself. Get input from them on what they would like to see, because at the end of the day, that matters a great deal.

About Author: DSL has been working with fast food restaurants, convenience stores, grocery stores, and independent businesses for over 95 years. We sell, service, and provide parts for all models of Taylor, Henny Penny, Flavor Burst and more! Our commercial appliances are the highest quality products in the market.