Customers Rock!

A blog about customers, their experiences, and how businesses can make sure their customer experiences rock!

Posts Tagged ‘reExperiencing Starbucks’

Starbucks and Store Closings: How will it affect the experience? Update 8

Posted by Becky Carroll on July 3, 2008

Custom latte photo from Starbucks
Custom latte photo from Starbucks

Starbucks recently announced they will be closing 600 domestic stores, which will mean Starbucks partners at those stores will be “placed” at other stores or let go.  Reactions to this announcement are varied, and they include John Moore’s post on the need for Starbucks to “prune” (which he wrote last year and is still relevant today), Jay Ehret (my partner in the Re-Experiencing Starbucks project) and his post on the commoditization of Starbucks, as well as partner discussion over at the Starbucks Gossip blog about who will stay and who will go.

Here is the official word to customers from Starbucks as part of their press release on the closures: 

Starbucks will reach out to customers who are impacted by the store closures in a variety of ways including directing them to the Starbucks Store Locator at http://www.starbucks.com. Customers who have questions or comments on any store or their Starbucks Experience may contact Starbucks Customer Relations via the web at www.starbucks.com/customer/contact.asp.

Until the store closings are announced to the partners, the Store Locator won’t help (I checked for my area, and nothing has changed yet).  In the meantime, customers appear to be reaching out to Starbucks about their favorite locations.

Customers Want to Help

Per feedback from some Starbucks baristas in the comments at the SB Gossip blog, there are customers who are asking what they can do to help [clarifications in brackets added by me]:

“Every customer who asked today wanted to know what they could do to ensure my store wouldn’t close. (That’s like 50% of the cafe, and 80% or the DT [drive thru] customers).

My DM [manager] was in house, working on his computer when a couple of the folks asked, so I pointed them to him. He, and they, were more than happy to have the discussion.”

Customers are even reminiscing about the Starbucks they have visited and are offering suggestions of which stores to close/open on MyStarbucksIdea, the Starbucks customer community:

On memories:

“I have traveled much of the US for work and pleasure and have visited many of your locations. I have many fond memories at your locations in Seattle, San Fran, Atlanta, and NYC and interested in knowing if they closed without having to go through the list (as they are long and remembering some addresses is difficult.)”

On which Starbucks to cut:

“Close the stores in Safeway and Target and open another drive up store on West Main – Close the drive up store in Bloomfield, NM the drinks there are sub standard and so is the service. “

The Customer Perspective

From the customer perspective, the Starbucks experience is as much about the people as it is about the coffee.  As I have said before, the people make the difference.  Will customers follow their favorite baristas to their new assignments?  What if they go to a competitor?  Relationships built up with people count for a lot – we build trust with other human beings, not with a company.

It remains to be seen whether these closures will impact the customer experience in a negative way.  If going back to the customer experience is really what the Starbucks “Transformation Agenda” is about, then one wonders where increasing the number of store closures fits in.  If the stores that remain open are staffed to the proper levels so customer service doesn’t suffer, this may help the experience in the long run.

Per John Moore, pruning is important for the health of a plant (or a business).  It allows for new growth.  I agree with you, John, and I am glad to see Starbucks focusing on their key business, including those stores that offer the most success to the company. 

However, too much pruning, or cuts in the wrong places, can severely damage the plant.  What remains can be ugly.  I am trusting that Starbucks is not going into “cost cutting” mode (and I hope you are right, John, that they are not) but is truly using the shears as part of a long-term strategy for business health and happiness.

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Posted in Customer experience, Starbucks Project | Tagged: , , , , , | 8 Comments »

Re-Experiencing Starbucks, Update 7 – Listening to Customers

Posted by Becky Carroll on June 26, 2008

reExperiencing StarbucksPart 7 of the ongoing ReExperiencing Starbucks project with Jay Ehret from The Marketing SpotSurvey 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

Posted in Community, Customer experience, Customer strategy, Marketing, social media, Starbucks Project | Tagged: , , , , | 3 Comments »