Ikea Rocks with its Retail Customer Experience

In the current economy, consumers are holding on to their money more tightly and making hard choices about if, and where, to spend it.  Having a great customer experience greatly increases the chances that a) customers will come back to shop there again and b) they will tell their friends and family about how great it was!   Word of mouth is very powerful marketing; studies show that consumers trust friend recommendations more than information from vendors.

Ikea is one of those stores with a great shopping experience that evokes word of mouth.  In addition to the fun one can have by sitting on all those couches or envisioning how that bedroom would look in your own house, Ikea does things to make a difference even to the smallest customers.

Ikea has a play area for the littlest ones, where they can romp while their parents are enjoying the shopping.  However, Ikea actually encourages families to bring their children with them through the showroom experience, starting right from the entrance.  At our local Ikea store, a staircase leads shoppers up to the showroom floor.  I was very impressed when I noticed they had put in a hand rail at kid-level, just right for those youngsters to hold onto while navigating the steps (see photo).  The sign on the hand rail says the following:

“We care about the little ones, too.  Look for the hand rails mounted lower, specially for your children.”

This does two things for the customer.  One, the rail itself helps the kiddos feel like grown-ups (look, Mom, I can reach the hand rail!).  Two, it specifically tells customers that Ikea has thought about their experience in advance and has done something to make it better.

Understanding Customers

Whether your customers are consumers or businesses, having a solid understanding of them makes all the difference in the sales and marketing process.  How do your customers shop your business?  What would make it easier to buy from you?  Craft your own customer buying experience around the answers to those questions, and you will find an increase in not only sales, but also in new customers as the word spreads that you are a fabulous place to meet their needs.

For more great insight into the retail customer experience, see the these smart blogs: Doug Fleener’s Retail Contrarian, CB Whittemore’s Flooring the Consumer, Stephanie Weaver’s Experienceology.

(Photo credit top: rmarmion; photo credit bottom: bcarroll)

Is Retail Customer-Focused?

I heard a very interesting observation from a 14 year old young man the other day.

“Why don’t they sell swim trunks in July?  That’s when I need them.  Seems like stores aren’t very focused on what their customers need!”

Now, I know all you folks out there in retail-land have your reasons for why this occurs.  Seasons for the industry are not the same as the seasons for consumers.  Inventory needs to be cleared out for next season’s merchandise.  I am sure you can share more.

However, let’s look at this from a customer’s perspective.  It took driving to 6 stores and over 50 miles (total) to find a pair of swim trunks that fit.  This is due to the fact that most swim trunks are no longer in stock.  If we had wanted to find a winter outfit, or something for back-to-school, we would have been set!

Putting Customers First

There needs to be some type of balance between the needs of the business and the needs of the customer.  Sure, it is difficult when a whole industry is set up to operate on a certain schedule.  However, our next generation is looking for a new, practical approach to business.  They want to feel important, like they matter to companies.  This will be key in building relationships with them.

We can build all the cool social media sites we want, connect with our customers on Facebook and MySpace, and even get them to spread our message virally.  But if they come into our shops and retail spaces and we don’t have what they need, that creates shaky ground for any relationship already built. 

Organizations need to stay in tune with what their customers need, want, and desire.  One of the best ways to do this is with ongoing customer conversation.  Keep in touch, remind them you are there, and meet their needs.  These steps will help strengthen any shaky foundations that may have developed due to thinking more about ourselves than our customers.

Who Speaks Louder: Marketing or Customer Service?

Overheard the other day from a cashier at my local grocery store (a large chain, by the way): “Can I get a bagger over here?  You aren’t paying me enough to have me bag the groceries, too!”  I heard this as I was coming up to the check-out counter with my purchases (which were only a few items).

Wow, what does that do to the brand’s marketing messages?

The issue here is this: the customer doesn’t differentiate between what marketing is saying and what they hear from customer service personnel.  All messages, regardless of medium or origin, add up to communicate the brand’s image to the customer.  Yet too often, marketing and customer service are managed separately in a company or organization, they don’t speak to each other, and they don’t have common metrics (you know, those things that drive the behaviors?).

When we look at it from the company’s perspective, we see silo-thinking, each department focused on their own area.  When we look at it from the customer’s perspective, what do we see?  One brand, with everyone working together for a great customer experience?  Or many experiences, looking like many brands, with the experience differing based on how customer service personnel are asked to behave?

Customers Rock! was started to focus on highlighting companies that understand these concepts.  Customers Rock! doesn’t mean the customer is always right.  It means we should view our customers as one of the most important assets that we have; therefore, we should plan each step of how we are going to get, keep, and grow these assets.

Who is speaking more loudly to customers at your organization?  Do you need to bring those messages into alignment?  What do customers think about your brand, from all perspectives?  These are critical questions to answer as companies consider how to weather the current economic storms.

“The relationship that is formed when marketing and customer service meet is like saying that you’re making good on your promises.”  Meikah

Re-Experiencing Starbucks, Update 7 – Listening to Customers

Part 7 of the ongoing ReExperiencing Starbucks project with Jay Ehret from The Marketing Spot.  Survey at the end of the post – please tell us what you think about the changes at Starbucks!

Slowly but surely, Starbucks seems to be listening.  I blogged about MyStarbucksIdea when it first came out, and there were a lot of improvements to make.  I believe Starbucks has made a real effort over the past few months that they have been up and running with MyStarbucksIdea.   I have seen improvements on both the IdeaSite (new term?) as well as in person.  Read on…

IdeaSite Improvements

MyStarbucksIdea was heavily criticized when it first came out.  The Customers Rock! perspective on it was this – it is good to see Starbucks out there engaging their customers this way.  And boy, have they been engaged!  Thousands of customer ideas have gone on the site, with the majority of the ideas being about the coffee drinks themselves (no surprise here) and then the atmosphere and locations.  What should these ideas tell Starbucks?  First, it should tell them that customers are coming for the coffee, so make sure to get that right.  Second, customers are still in search of what they used to have at Starbucks, that “3rd place” to hang out and relax with friends.

Maybe customers don’t come up with a lot of new or innovative ideas, but the dialogue is a great way for Starbucks to get inside their customers’ heads and see how they think. 

In addition, I am glad to see Starbucks beginning to participate more in the conversation on the site, as well as soliciting direct feedback on how to improve the site.  Be sure to click into that post and read the comments; you can watch a little mini-community forming as you go.  🙂

Interaction with Corporate – In Person!

I also had the good fortune of interacting with two gentlemen from Starbucks Corporate recently.  Apparently, part of their role is to go out and visit the Starbucks in their area to see how things are going.  They stopped me on my way out of the line to ask me about “my experience”.  I was happy to share my thoughts with them – about bathroom cleanliness (spotty), about the atmosphere (I like it), about my favorite drink (Passion Iced Tea, sweetened), about how the service seems on weekdays vs the weekends (better when they are busy, I think).  I then revealed that I blog here at Customers Rock! and shared about this ongoing Starbucks Project with them.  They asked me a few more questions before moving on to their meeting with the local supervisory team.

After they left, the employees there thanked me for my kind words and gave me a free drink.  Thanks, guys!

Although I would have loved to see the visitors from Corporate commenting here on my blog, I am pleased to see a team out inspecting the stores and asking customers about their experience.  Kudos to you, Starbucks, for getting out there and interacting face to face with customers.  It is more valuable than you think!

Please Fill Out Our Starbucks Survey!

Jay and I have put together a short survey to see what you, our readers, think about Starbucks and its “re-Experience” project.  Please take just a minute to click on this survey link and fill it out.  You could even win, what else, a gift card to Starbucks!  We will be sure to report the results here soon.

Also see Jay Ehret’s blog The Marketing Spotfor more Starbucks insight on “The Perfect Frappuccino”, as well as Meikah Delid who is keeping her related Starbucks series going with The Sixth Step for Starbucks.  Thanks, Meikah!

Related Customers Rock! posts in the Re-Experiencing Starbucks project series:

Re-Experiencing Starbucks

Part 2: Transformation Starting

Part 3: The Training

Part 4: Little Things

Part 5: MyStarbucksIdea

Part 6: The Card

Recognizing Customers

 I have seen restaurants with their “customer wall of fame” before, but I think this one takes the cake!  Lighthouse Ice Cream and Yogurt is located in Ocean Beach, CA, just down the street from the Ocean Beach pier in San Diego.  I just happened to wander towards the back of their cute shop and noticed several sheets of white poster board hanging from ribbons, plastered with photos.  As the boards were unlabeled, I asked the lady behind the counter what they were.  She explained they have been taking photos of their customers for the last 10 years and posting them on the boards for all to see.  Then she took our photo and told us where it would be placed later in the month!

This is a quick and simple low-tech idea (she used a disposable camera – not digital).  It gives the impression that this ice cream shop has many, many fans.  In addition, it is a “feel good” for customers to have their photo added to the display.  As San Diego is such a dog-friendly community, there is even a “pet board” with photos of customer pets who have come in (the ice cream shop keeps a doggie water bowl outside the door for thirsty pups).

I love this display of customer recognition.  One way they could take it further would be to use a digital camera (or have the film developed onto a CD) and create a flickr or Facebook group of fans.  That way, anyone who visited there could interact, and it would raise their visibility on the web.  Maybe one of their local customers could even do it for them!

Either way, this is a fun way to let people know that you love your customers.  People want to frequent establishments that care about customers, and every little bit helps these days!

You rock, Lighthouse Ice Cream!

(Photo credit: B Carroll)

 

Starbucks and Empowering Employees

 Those two topics go together, as Starbucks is a company that works to empower its employees (which they call “partners”) in order to improve the customer experience.  Their recent “We’ll Make Your Beverage Right” focus is a good example of this strategy.  More on Starbucks below, as well as in a post coming soon.

I am busy getting ready for a customer service workshop tomorrow, entitled “The Importance of 5-Star Service in a  Tough Economy”.  If you have a minute to send me your definition of 5-Star Service, I would love to include it!  You can send me email (becky at petraconsultinggroup dot com) or just leave a comment in this post.  I posted the question on Twitter as well as LinkedIn and have received nearly 20 responses from around the world.  I will summarize in a future post.

In the meantime, here are a few additional items to help start off your week. 

Re-Experiencing Starbucks Podcast

Jay Ehret and I spent some time together recently (about 24 minutes, actually) on a podcast, where we discussed the latest happenings at Starbucks as part of our Re-Experiencing Starbucks Project.  We are watching Starbucks from a customer’s perspective to see what kind of difference the changes are making (or not) to the customer experience. 

Here are some of the topics from the show:

1. Improving the U.S. business with training, tools and new products.
2. Re-igniting the emotional attachment with customers through the experience.
3. Re-aligning and streamlining organizational structure for the benefit of the experience.
4. International expansion.

You can find the podcast itself at Jay’s blog. Don’t forget to tell Jay that I sent ‘ya!

Blog Book Tour

I am honored to be one of the reviewers of Sybil Stershic’s new book, Taking Care of the People Who Matter Most, which is about taking care of employees so they take care of your customers.  Sybil’s publisher, WME Books, is hosting a Blog Book Tour; here are the scheduled stops:

• June 3rd – Lisa Rosendahl at HR Thoughts
• June 4th – Chris Bailey at Bailey Work/Play:The Alchemy of Soulful Work 
• June 5th – Toby Bloomberg at Diva Marketing
• June 6th – Becky Carroll at Customers Rock!

And next week:

• June 9th – Paul Hebert at Incentive Intelligence
• June 10th – Phil Gerbyshak, Slacker Manager.

I will be giving a review of the book as well as conducting an interview with Sybil.  Let me know if you have any questions for me to include!

(Side note: I have other book reviews coming up soon; this may turn out to be book week!  Reviews are pending for Michael Port, Darren Rowse, Tsufit, and Lewis Green… stay tuned, as they all have great books in different areas which include blogging, PR, sales, and employee/customer focus.)

Social Media and Engagement, with Brian Solis: Part 2

 This is Part 2 of the guest post by the generous and smart Brian Solis.  Part 1 covered conversations and the use of social media.  In today’s post, Brian helps us take the appropriate steps to really begin listening, then engaging with customers via social media.  Again, many thanks to Brian for sharing his time and talent with my readers.  Brian, you rock!

Social Media Empowers Customer Service to Build Relationships, Part 2

Sociology provides us with an understanding of how human interaction and the ensuing ecosystem shape individual attitudes and behavior. Sociologists study society and social action by examining the groups and social institutions people form. In Social Media, these communities take the form of social networks and the communal groups within them. People establish associations, friendships, and allegiances around content, objects, products, services, and ideas. How they communicate is simply subject to the tools and networks that people adopt based on the influence of their social graph.

Observation, monitoring and listening tells us everything. We’ll learn where the relevant conversations are taking place, who’s participating, what they’re saying and the tone of the discussions, the specific information they’re looking for, impressions and conceptions, as well as revealing the patterns of behavior within specific communities.

The million dollar question that every business executive needs answered is who’s responsible for managing these conversations and how much time and money will it take?
In order to determine the amount of resources, time and money that are required, It all starts with good old fashioned research along with the new tools to help you get to the answers you seek (see below for a list to help you get started). 

First..

– Identify who your customers are and where they go for information.

– Search for key words: Products & Company as well as competitors and their products and services.

– And, please don’t forget the relationships that exist in the real world. They’re also indispensable for providing feedback and insight now and in the future.

Based on the research results, you can measure the average frequency of relevant conversations, identify the more active hubs and communities, and the context of the conversations in order to determine time and variety of resources required (a community manager is required at the very least.) 

Here’s a formula that I developed based on participation averages over the last couple of years: 

The number of average relevant conversations per day per community.

Multiplied by the quantity of relevant communities.

Multiplied by 20 (minutes required to research and respond and also monitor for additional responses), variable +/- dependent on the case, usually +.

Divided by 60 (minutes)

Equals the amount of time required and in turn, the resources and associated costs required depending on internal labor or external consulting fees. 

Based on the research results, you can measure the average frequency of relevant conversations, identify the more active hubs and communities and the context of the conversations in order to determine time and resources required.

Throughout the research process, you’ll undoubtedly see that relevant conversations occur across disparate networks, are representative of a sweeping variety of related topics that require varying responses, and, that they usually map  to specific departments within your organization (those most qualified to respond), i.e. marcom, product management, customer service, PR, executive management, etc. Having someone keeping a pulse on relevant conversations and in turn feeding them, intelligently, to the right people internally and guiding them on the required response and follow-up makes the interaction more meaningful and helpful and also distributes the responsibility across existing resources. 

Here are some places to start listening (note, these tools are recommended for listening, even though many of them are also used for publishing and sharing content):

Social Bookmarks

• Ma.gnolia
• Delicious
• Diigo
• StumbleUpon

Crowdsourced Content

• Digg
• Yahoo Buzz
• Mixx 

Conversations

• Google Alerts
• Blogpulse
• Radian6 (paid)
• BuzzLogic (paid)
• Ask.com
• Google Blog Search 

Blog Communities

• Blogged.com
• MyBlogLog
• BlogCatalog 

Micromedia

FriendFeed

Pownce

Tumblr 

Specific to Twitter search:

Tweetscan

Summize

Twemes

TwitterLocal 

Social Networks

MySpace

Bebo

Ning

Facebook

LinkedIn 

Customers Service Networks

YahooGroups

GoogleGroups

GetSatisfaction 

Content

Video

YouTube

Metacafe 

Pictures

Flickr

Documents

ThinkFree Docs

Scribd

Docstoc

Once you’ve conducted the initial waves of research, identified the volume, location and frequency of relevant conversations, and estimated the required resources, you can effectively create an accurate blueprint for engagement. I call this a social map.

The next steps are dictated by the sociological work we’ve done, which reveals the culture within each respective network and how we should participate. Generally, each conversations should be treated as if you were approaching someone in real life whom you greatly respect.

– Start by participating as a person, not as a marketer.

– Talk like a person, not as a sales person or message factory.

– Be helpful and bring value to the conversation.

– Please remember, that during this entire process, you’re contributing to the personality and the perception of the brand you represent.

At the end of the day, we’re all people and thus we should approach conversations as such. It may seem like common sense, but as classically trained marketers, we tend to approach these things with our marketing hat on. It’s the difference between authentic conversations and one-sided talking “at” people we may be used to.

Most importantly, the lessons learned in the field should in turn be fed into the marketing department to create and run more intelligent, experienced, and real world initiatives across all forms of marketing, PR, sales, and advertising. 

In a social world, conversations will take place with or without us and the price we pay for missing them is potentially equivalent to the loss of brand equity and resonance.  Participation is the new customer service and the new art of relationship marketing.  Sincere, informative, and authentic interactions count for everything.  In social media, engagement is the only way to earn customer respect and hopefully their business, loyalty, and referrals as we continue to do what matters to earn their friendship.

Relationships are the new currency in Social Media, and as we all know, relationships need cultivation and value from both sides in order to grow into something of value and longevity.

You can connect with Brian on Twitter, Jaiku, LinkedIn, Pownce, Plaxo, FriendFeed, or Facebook.

Brian Solis is Principal of FutureWorks, an acclaimed PR and New Media agency in Silicon Valley and also blogs at PR 2.0 and bub.blicio.us . Along with Geoff Livingston, Solis recently co-authored “Now is Gone,” a new, award-winning book that helps businesses learn how to leverage New and Social Media.

(Photo credit: wds2007)

Social Media Empowering Customer Service: Guest Blogger Brian Solis

 Today on Customers Rock!, I have the honor of having a special guest blogger with us: Brian Solis.  Brian and I met earlier this year at the Customer Service is the New Marketing (CSITNM) conference in San Francisco, where we were both giving lunchtime workshops.  Brian is one of the brightest people I know on new media and how to best engage customers.  As Principal of the PR and new media agency FutureWorks, Brian is constantly breaking new ground in PR-social media relations. 

His post is a two-parter, so be sure and come back to get the second half!  With no further ado, here’s Brian!

Social Media Empowers Customer Service to Build Relationships

Customer service is the new, new marketing and Social Media is facilitating the convergence between traditional marketing disciplines, customer service, with a new proactive approach to relationship cultivation and management.

 Earlier this year I published a free ebook with Becky Carroll, “The Art of Listening and Engagement Through Social Media,” in which we explored how companies can listen to and participate in the various and important conversations that are constantly taking place online.

 We’re entering an entirely new paradigm for cultivating relationships with customers as well as the people who may one day become customers.
Social Media is about facilitating interactions between people online. Just because we have the tools to engage, doesn’t make it any easier to do this the right way. Or, on the contrary, just because we don’t have the tools to monitor and engage in these online conversations, doesn’t mean that they’re not important or actually happening.

You’ve heard that old saying right?

If a conversation takes place online and you’re not there to hear or see it, did it actually happen.

The answer is resoundingly YES! 

If you’re not part of the conversation, then you’re leaving it to others to answer questions and provide information that may or may not be qualified, helpful, or accurate. Or, even worse, you may be leaving it up to your competition to jump in to become the resource for the community. 

Many companies are participating in social networks as a form of proactive outbound customer service with a twist of social marketing such as Zappos, JetBlue, Southwest, H&R Block, and Dell. They’re engaging customers on their turf, in their way, in order to help them solve problems, find information or simply engage them in healthy dialog. 

It’s breaking new ground and it’s setting a new standard. 

Participating in social media is not as easy as simply blasting messages, answering questions, or joining conversations.  We’re talking about people here, and depending on the online network where they’re participating, the understanding of the culture, demographics, and interaction, our approach will vary. 

We’ve all heard the mantras that the customer is always right. I think we can all agree that the customer is critical to our success and their emotions, experiences, state of mind and their resulting influence within their community are imperative to our survival.

Instead of top down communications and focusing on the influence and control of messages and perception, we’re learning that those influential groups of people are now more like peers and therefore require respect, honesty, and support in order for us to earn their trust – and hopefully their business and enthusiasm along the way.

The customer comes first, and if we fuse sociology, social media, customer service, relationship marketing, experiential marketing, and traditional marketing, we’re creating a new formula for outbound influence and fueling a new generation of brand ambassadors and loyalists.

Essentially, social media empowers customers to effectively sell and represent our brand as a powerful and influential surrogate sales force. Similarly, they also have the ability to negatively affect it if they’re left to influence freely without input or guidance. 

The future of marketing integrates traditional and social tools, connected by successful, ongoing relationships with media, influencers, and people. That’s right…it’s about relationships and it’s about people. Relationships serve as the foundation for everything, whether it’s traditional or new media, and the constant reminder that we’re reaching people, and not audiences, will keep us on a path of relevance.  And, each social network fosters its own unique culture dependent of the people who are populating the overall community as well as niche micro communities. 

As such, social media is driven by sociology and the study of human behavior and online cultures and not necessarily limited to the technology that is fueling it.
This is where we start in order to effectively identify the cultures of relevant online communities and listen to and respond directly to the people within them.

Sociology – The study of human social behavior, especially the study of the origins, organization, institutions, and development of human society.

Through sociology and social media, we’re learning to peel back the layers of our target demographics to see the people underneath as well as their online behavior. As such, we’re starting to figure out that we need to humanize our story and the process of storytelling.  And, through observation, we’re able to find our real customers and those who influence them. 

The recognition of people independently from the tools is an important reminder that their interests are at the center of what we do.

Borrowing insight, teachings, and experience from the school of sociology teaches us how to observe, listen to, and analyze the online cultures we wish to reach. 

However, many marketers are merely engaging in cultural voyeurism at best. They look from afar and roam the perimeters of online societies without ever becoming a true member of any society. This means, they don’t truly understand what, where, or why they’re “participating,” only jumping in because they have something to say and have access to the tools that will carry their messages into play. 

Conversational marketing requires observation, which will dictate your engagement strategies. It starts with a combination of social and traditional tools to discover, listen, learn, and engage directly with customers to help, not market, but indeed help them make decisions and also do things that they couldn’t, or didn’t know how to do, before.

Be sure to come back for Part 2, coming soon!

You can connect with Brian on Twitter, Jaiku, LinkedIn, Pownce, Plaxo, FriendFeed, or Facebook.

Brian Solis is Principal of FutureWorks, an acclaimed PR and New Media agency in Silicon Valley and also blogs at PR 2.0 and bub.blicio.us.  Along with Geoff Livingston, Solis recently co-authored “Now is Gone,” a new, award-winning book that helps businesses learn how to leverage New and Social Media.

(Flickr photo credit: joekerstef)

Defining “Customer-Focused Strategy”

 My blogging friend Glenn Ross has put forth the following challenge to some of his fellow Customer Service bloggers (including me): How do you define “Customer-Focused Strategy?”  Great question, Glenn!  Glenn has posted his definition of a customer-focused strategy, and has included ideas and definitions from other excellent customer service bloggers, including ServiceUntitled, CustomersAreAlways, and CustServ.  There are many good ideas there, and I encourage you to check them out.

Customer strategy is the main focus of this blog as well as what I do (and have been doing) for a living.  I still like the paragraph I wrote on customer strategy last year at about this time; here is the excerpt from the post Rockin’ Our Customer’s Experience Online:

Customer Strategy

Does your organization have a customer strategy?  Most companies have a product strategy and a marketing strategy.  Customer-centric organizations also have a customer strategy.  Put simply, a customer strategy is a proactive plan for how we want to acquire, retain, and grow our customers!  Too many organizations leave it to chance when it comes to retention and growth of customers, focusing most of their resources on customer acquisition.  Why would we want to leave the management of our most valuable asset, our customers, to chance?

In order to align our customer experience with our customer strategy, we need to consider how we have created that strategy.  A strong customer strategy is built around the interactions we have with our customers, and we are able to maximize the value of every customer touch.  In other words,  we make each impression with the customer count.  Customer service and support may have several opportunities to make customer impressions, and it is often where the rubber meets the road.  How do we handle our customers when there is a problem or a question?  The goal of all these interactions is to increase customer retention and loyalty, which ultimately leads to repeat business and referrals.  Done right, a customer strategy will also build customer trust, strengthen the relationship, and add value to both the customer and the company.

In other words, a customer-focused strategy is a planned approach to how we handle our customers at every touch point.  It is more than just giving great customer service.  It is more than marketing with certain customer buzzwords.  It is more than a great customer experience.  It requires a strategic plan to be put in place to address all of those areas, plus the metrics to ensure the success of the strategy. 

I have been part of creating a customer-focused strategy for several clients, and this is no small undertaking.  It requires agreement and consistency across all functional areas in order to be most effective.  No silos allowed!  The customer doesn’t look at a company as individual departments, so we need to be “one brand” to the customer.  The customer-focused strategy helps make that happen.

Great Examples

Glenn also asked for examples of companies who do this well.  There are a few competitions out there for this type of award; a great one is coming up from the team at Peppers and Rogers Group and Gartner.  Called the Gartner and 1to1 Customer Excellence Awards, it will be showcasing those companies that “get” customer strategy – and how to execute it.  (By the way, the contest is open until May 23, so if you are reading this and want to submit your company, you can go here and enter.)

At this blog, I have listed several examples of companies that are doing customer strategy well.  They include FreshBooks and their customer roadtrip, Bungie and the way they are fans of their customers, Element Fusion and their web concierge, Disney and customer delight, and Xerox and their dedication to customer experience, among others.  I don’t think any one of them is perfect, but each of them do many things well across several areas. 

OK, out to you, readers!  How would you define “customer-focused strategy”?  Do you agree with me or am I missing something?  Who is doing it well?

(Photo credit: redbaron)

Re-Experiencing Starbucks: Update 6 – The Card

 Part 6 in the ongoing Re-Experiencing Starbucks series in partnership with Jay Ehret at The Marketing Spot.

Update!  I was just at my local Starbucks and had the opportunity to speak with two Starbucks partners (employees) who were there to review that store and its customer experience.  I was very impressed by the questions they were asking their customer (me) about the experience, as well as how they were seeking out my opinions for improvement.  Kudos to you, Starbucks, that you have great people working for you like Kevin and Marcus who really care about their customers!  🙂

Now, back to the post:

What is the latest on the Starbucks experience?  Let’s listen in to the Starbucks CEO, Howard Schultz.  Per Schultz’s latest Communication (#14),

I would like to reiterate that we are still in the early stages of our transformation and efforts to enhance our customers’ experience.  There is still much work to be done, but we will succeed.  Our summer, fall, and holiday promotional periods are coming up, which, I believe, will be enthusiastically embraced by our customers and partners.

I would tend to agree here with Mr. Schultz.  The Starbucks re-experience is still in its early stages as evidenced by the inconsistent execution of their revamped loyalty card program.  Now, my long-time readers know that I focus on the positive here at Customers Rock!, so I am reluctant to criticize.  However, I have not had good experiences with the new Starbucks card program, and I am not alone. Both Leslie Price at Racked and John Blue at InnovationCreation have recently blogged about some frustrating card experiences.

The main concern seems to be the process by which Starbucks partners (employees) apply the discounts that should be available to the owner of a registered Starbucks card.  According to the Starbucks website, benefits of a registered Starbucks card include free shots of syrup, free brewed coffee refills, and free coffee with a whole bean purchase.  I was pretty excited about this, since I like to add syrup to some of my coffee drinks.

However, I also discovered that, unless I inform the barista ahead of time that my Starbucks card is registered, the discounts are not applied.  In other words, the Starbucks card database is not tied to the cash register system.  In one case, I told the Starbucks barista that my card was registered before I ordered my sweetened Iced Tea, and her response was, “Well, it doesn’t make any difference with your order.”

I do know that if someone has a problem with their drink or transaction, Starbucks will fix it for you; often they will give you a free drink coupon for next time.  However, this doesn’t always make up for the inconvenience for the customer doing the ordering (or the customers behind them in line who have to wait).

Recommendations

As with any new program, there are always kinks to be worked out.  However, it does seem a little short-sighted to implement this type of program and expect the customer to take full responsibility for reminding the store about the discount.  For this very reason, it is always recommended to think through a new customer-facing program (especially a loyalty program) before implementing.  This should include goals for the program, operational details, the stages of the customer’s experience, and the measures of success.

I would recommend that Starbucks quickly have each barista ask a simple question of each customer using a Starbucks card: “Is this card registered?”  They may have a few people that sneak in, but for the most part, customers are honest and will do the right thing.  It would certainly make the customer experience much better.

Also see Jay Ehret’s blog The Marketing Spot for more Starbucks insight.

Related Customers Rock! posts in the Re-Experiencing Starbucks project series:

Re-Experiencing Starbucks

Part 2: Transformation Starting

Part 3: The Training

Part 4: Little Things

Part 5: MyStarbucksIdea

(Photo credit: mightykenny)