Starbucks: Getting Customers Engaged
Posted by Becky Carroll on January 21, 2008
Here at Customers Rock!, I talk a lot about getting your customers more engaged in your organization. One way that some consumer organizations do it is by having customers submit their own photos or ideas for corporate use. For example, at Jones Soda, their bottle labels are actually photos submitted by their customers.
How can an organization do this more locally in order to connect with regular customers? I saw this sign up at my local Starbucks in front of the espresso machine. It usually has info about an upcoming event at the store or a new drink flavor. On this day, the “drink of the day” was actually the Customer Latte of the Week: Mary’s Latte. There was no contest for this recipe; it came from the information this Starbucks has about its customers.
This signs does two things. One, it acknowledges Mary and her repeat business, making her feel great! Two, it tells other customers that the baristas here know their customers well, so well that they can recommend the best drink combos they see on a daily basis.
When you have information about your customers that your competitors don’t have, that is a potential competitive advantage. When you use that information to do something for your customers, now you are creating a stronger customer relationship. This is the foundation for loyalty.
Kudos to my local Starbucks for reaching out to customers and making them feel special. You rock!