to make effective assessments of their own performance, which will improve consistency in roast output and, in the end, strengthen customer satisfaction. Did you know that only one out of 10 customers usually complains? The other nine simply will not make the effort to tell you about their dissatisfaction and, as a result, you could lose their loyalty. Regular cupping protocols with the goal of preventing roasting defects are effective tools in maximizing customer satisfaction and roasting right the first time.