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Nirvana Soul in San Jose, California is not a place you go to bury yourself in a book or work quietly on your computer. Colorful artwork lines the walls and upbeat music fills the air. You’re sure to meet someone new during your visit as the conversational bartenders and owners float around the tables to chat with customers.
Sisters Jeronica Macey and Be’Anka Ashaolu opened the coffee shop in 2018 to create a space of belonging. They wanted people to have a space where they could experience community or come and make friends. From day one, they have dedicated their efforts to curating an energizing and welcoming environment in the store.
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Nirvana Soul’s tight-knit community atmosphere is a big appeal to customers, including Yelp Elite and Community Intern Camy T. A local college student, Camy attends Nirvana Soul to study, work on art and hang out with friends. “Downtown bars were missing that community aspect,” she said. “But when Nirvana Soul came to town, things changed in my perspective. It became a hub for many college students to study, create art, showcase their talent at open mic nights, and meet new people , especially creative people.”
The team at Be’Anka and Jeronica laid the foundation for the store’s approachable and inviting atmosphere. Their friendly staff is eager to answer questions and make an effort to “tap the table,” approaching each customer to ask how they are and offering them water. “We just try to insert little joyful moments, then [people] getting great coffee and a great experience at the same time,” Be’Anka said.
The owners recognize that their move away from the traditional heads-down coffee shop work environment can lead to misunderstandings and sometimes critical feedback. They have had to learn to respond when criticism comes from someone who may not be in their target audience.
“Change is hard, right?” Be’Anka asked. “So sometimes it’s almost like culture shock. We’ve gotten reviews where people are saying, ‘This is not what a bar should be.’ And we’re like, ‘Okay, I understand, but maybe it’s just different than what you’re used to and we can be a little more open-minded.'”
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Reviews like these can actually be a helpful way to set future customers’ expectations for the in-store experience. By clearly communicating how your business operates, future customers will have a better idea of what to expect and can decide if it’s right for their needs. In her time running Nirvana Soul, Be’Anka has learned the value of all feedback, both positive and critical, in helping her optimize the customer experience.
Be’Anka also highlighted the importance of sharing your feedback at this time. Although Camy loves the ambience and food at Nirvana Soul, she mentioned in her 4-star review that the sweet flavors of her drink were overpowering. Criticisms like these are easy fixes that the bartenders at Nirvana Soul are happy to accommodate right now.
“We would much prefer [hear in person] rather than reading it later because now you’re out there in the world with a drink you hate. We could have gotten you something better, and you’re already gone,” Be’Anka said.
As a consumer, Camy feels a responsibility to provide thoughtful feedback, always trying to help companies improve.
“I think people get into the realm of people-pleasing a little bit,” he said. “You want to make people feel good, but you’re also sacrificing your own needs as a consumer by not letting a company know if something can be changed. We’re in an era of improvement, of growth, and I think it’s important to criticize every now and then. “
As a business, in addition to responding to feedback, creating touchpoints with your customers on social media is an important way to make them feel like a valued part of your community. As Be’Anka strengthens Nirvana Soul’s social media presence, she makes a point of resharing customer posts whenever she can. These expressions of appreciation go a long way for regulars like Camy.
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“I think it’s really cool to trade this back and forth with a business,” Camy said. “I come here often. You recognize it, you value me as your customer, and I’m dedicated to your business.”
Be’Anka also emphasizes the importance of being consistent and active on social media. If you find social media intimidating, start small. It’s better to post a simple photo every day than to let the need for a “perfect” feed keep you from posting.
“I just take photos of anything. It doesn’t matter what it is. It could be a drink, it could be a piece of art, it could be a scene in a shop. You don’t have to say much. You can describe what’s in the photo . You can say ‘good morning.’ It doesn’t even matter because tomorrow is another day and you should probably just post the next photo.”
Above all, Nirvana Soul is a space for community, a key part of which is representation. During their six years in business, Be’Anka and Jeronica have featured the work of over 65 artists, including female and male artists of color, with the intention of creating a space where diverse voices are seen and celebrated.
As the store celebrates its role as one of the few black- and women-owned businesses in San Jose, Be’Anka recognizes that the quality of the Nirvana Soul experience is what shines through to customers at the end of the day.
“We know there will be people who find us because we are black-owned,” Be’Anka said. “We also know that it’s not going to be one with them because they’re going to come, they’re going to love the experience so much and they’re going to know that this is a Black-created experience. And then they’re going to come back and bring more people, because after a certain point the coffee is just amazing and a fantastic experience.”
In addition to staying true to your mission and vision, Nirvana Soul believes in:
- Engage customers during their visit to your business. Create a space where they feel comfortable chatting, asking questions and raising any concerns.
- Maintain an active presence on social media. Consistent posts and reposts welcome customers into your online community and show your appreciation for their support.
- Using online reviews to understand, optimize and set expectations for the customer experience. Know when to implement critical feedback and when to accept the fact that you can’t deliver what a particular customer is looking for.
Listen to the episode below to hear directly from Be’Anka and Camy and subscribe Behind the review for more from new business owners and reviewers every Thursday.
Available on: Spotify, Apple Podcasts, Google Podcasts, Pandora and Soundcloud.
Editorial contributions by Callie Morgan and Kristi Lindahl