Trusting the customer

Jason Kottke had a good post months ago about a street donut-and-coffee vendor in his neighbourhood. Instead of running a cash register, he lets the customers give him the money and then take the correct change out of a tray of money that's just sitting there. Link. Excerpt:

If you were the CEO of a big business -- say, a movie studio, music company, or multinational bank -- you'd have been tearing your hair out at this scene. He lets his customers make their own change?!?!! How does he know they're making the correct change? Or putting down any change at all? Or even stealing the change? Where's the technology that prevents the change from being stolen while he's not looking? Surely there's a machine that could be invented to keep track of it. Bad, bad, bad! Unclean, unclean! Does not compute...

Hold on there, Mr. CEO, don't go all HAL 9000 on us. Ralph probably does lose a little bit of change each day to theft & bad math, but more than makes up for it in other ways. The throughput of that tiny stand is amazing. For comparison's sake, I staked out two nearby donut & coffee stands and their time spent per customer was almost double that of Ralph's stand. So, Ralph's doing roughly twice the business with the same resources. Let's see Citibank do that.

It's also apparent that Ralph trusts his customers, and that they both appreciate and return that sense of trust (I know I do). Trust is one of the most difficult "assets" for companies to acquire, but also one of the most valuable. Many companies take shortcuts in getting their customers to trust them, paying lip service to Trust™ in press releases and marketing brochures. Which works, temporarily and superficially, but when you get down to it, you can't market trust...it needs to be earned. People trust you when you trust them.