2. Customer relationship: What type of relationship does each of our customer segments expect us to establish and maintain? I want to have a relationship with my customers based on mutual care. The staff members should know most of the customers personally and take time to chat with them and listen to their needs. I want every person to feel he or she is welcome. 3. Channels: Through which channels do our customer segments want to be reached? We will be located in a building that is open from Monday through Saturday. To reach younger generations, we will use social media, such as Facebook, Twitter or Instagram. We will also organize events at the opening to make people aware of this new concept. A weekly newsletter will be sent via email to people registered for our mailing list. In the newsletter, we will announce upcoming events and display pictures and stories of previous events. Furthermore, we will introduce new members of the staff and mention people leaving. Last, we will publish a wish list of the coffee shop’s needs, so people can bring items they have to the store in exchange for a voucher. The staff will call elderly people who are registered (for free) twice a month to talk with them. In this way, elderly people are updated on upcoming events that could interest them or have a conversation starting with “how are you doing?”, “is everything okay?” or “how was your day?” The most important way to reach the customers will be word-ofmouth. The community should be able to grow when people tell their friends or their family about this place. We will also have a website in which we will present the store’s concept with the three sections, pictures of the workshops and testimonials from volunteers and customers. Last, we hope that the city in which we establish this business will help us communicate in local media. 118
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