Why Businesses Lose Customers (And How to Fix It)
Many businesses unknowingly lose customers—not because of bad products, but because of the signals they send. One common example? Coffee shops near closing time.
In this post, I’ll break down exactly why that happens, using coffee shops as the case study, and share how a simple shift in behavior can help fix it—boosting both customer satisfaction and sales.
You’re Open—But It Doesn’t Look Like It
Most coffee shops say they’re open until a certain time, but start “shutting down” long before that.
The signs are subtle but effective:
Staff cleaning floors
Chairs stacked on tables
Equipment being scrubbed and shut off
Lights dimmed or music turned off
These are cues customers pick up on immediately. Even if the shop technically has 20 minutes left, the space feels like it’s already closed.
As a customer, when I see the mop out or the espresso machine being cleaned, I don’t walk in—or if I do, it’s just for a rushed takeaway. It doesn’t feel like a place where I’m welcome. And if I get an attitude or a cold interaction from the staff? I’m definitely not coming back.
The Fix Isn’t Staff—It’s Culture
Let’s be clear: this isn’t about blaming baristas. It’s about expectations set by management.
If your business is open until 5:30, then customers should feel welcome to walk in at 5:29 and get the same quality of service as they would at 3:00. Anything less feels dishonest—and discouraging.
Some places even stop serving coffee after 4:00 p.m. because they assume customers “shouldn’t” be drinking caffeine that late. But people work night shifts. Some just like an evening espresso. If you’re in the business of serving, serve—don’t judge.
The underlying issue is a mismatch between posted hours and actual experience. And it’s costing you sales.
It Doesn’t Have to Make Sense—It Just Has to Work
Rory Sutherland, in his book Alchemy, champions ideas that don’t always make sense logically or financially but make a big impact on customer experience.
Keeping a shop “alive” for an extra 30 minutes might seem inefficient to a spreadsheet—but it’s great for perception, and perception drives repeat business.
It’s the same reason this blog or a YouTube channel (which costs time and money) might not seem profitable—but still brings in clients, builds trust, and creates momentum.
It’s the same in a café. The small effort of holding off on visible cleanup and staying welcoming until the very last minute could be the difference between a quiet shop and a loyal customer base.
Conclusion
If your posted hours say you close at 5:30, then actually stay open until 5:30—visibly, emotionally, and energetically.
No mops. No chairs up. No passive-aggressive glances at the clock.
Make the last customer feel like the first one. That’s not just good service—it’s smart business. Because customers don’t just remember the coffee. They remember how they were made to feel.
And that’s what brings them back.
Let’s get to know each other!