I had the pleasure last week of watching a group of kids rush into a Krispy Kreme shop in Richmond Hill, just north of Toronto. And for the rare bird who hasn't heard of Krispy Kreme they are the donut makers who deliver a multi-sensory experience.

I watched as the staff team delivered an exceptional experience to their customers. The staff clearly understood the impact of their actions to the bottom line. Now don't get me wrong. They weren't cheering for every sale made. But they understood that the bottom line is a natural outcome of the type of experience they give to their customers. They wanted to create a happy memory of the visit to the store. They wanted to make sure that the customers would be back. So they became part of the experience for the customer.

What's the lesson here?
Design the customer experience you deliver with your staff in mind. They are the most important part of the process. When they understand their role in the way revenue is generated for the company and how they can directly impact the bottom line, they feel part of the company's success.

Does it work?
Absolutely! At this store alone Jeff Stebila the manager proudly shared results like close to half a million dollars in funds raised for non-profit charities and community groups, low staff turnover, and a growing off-premises business through other retailers (Petro-Canada, Wal-Mart, Loblaws, and Fortinos). In fact, the 18 Canadian Krispy Kreme locations are well on their way to becoming a Canadian success story.

Interested in learning more?
Join us at our upcoming study tour. You'll have the opportunity to go behind the scenes and study what Krispy Kreme does so well - delivering an exceptional customer experience. Look for more details to arrive in the mail soon.

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Carolyn Watt is the founder and president of The Customer Experience Company. She is passionate about customer experience and believes that the experience is formed as a result of three things: processes, communications and people. That means that you must make it insanely easy for your customers to do business with you. Your communications must be written clearly. And, your staff must deliver on the brand promises you've made to your customers.