The Starbucks Example

Few people can disagree that Starbucks has forever changed the way we go about coffee, coffee connoisseur or not. Starbucks has reinvented our relationship with this dark, historic substance. So much more than a place to grab your morning cup of Joe from, Starbucks has methodically worked on becoming our coveted “Third place" - a place to go after work to unwind with the same comforts of your living room sofa. A place where people can hang out, study, read, or conduct a multi-million dollar business meeting amidst a beautiful ambiance while sipping on the world’s largest purveyor of coffee. 

How did all this happen? What can we learn from the juggernaut of all coffee houses? How can we “Starbucks-ize” our own businesses? How can we create the same impeccable image – and aura – around our very own brands – irrespective of field?

This is not particularly a post for coffee-lovers. This is a post for business-lovers, and all those interested in the fine art of turning the ordinary into the ultra-extraordinary. If you belong to that camp, read on.

The Starbucks Example

There’s quite a few lessons that we can learn from Starbucks. Lessons made possible by virtue of the vision and leadership of its fearless Chairman and CEO, Howard Schultz. These are some of our favorites; ones that can easily be applied to our businesses and personal lives.

Have A Mission. Starbucks has one simple mission: To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time.

Sounds like a lofty goal right? But that is precisely why they're able to achieve that level of success. Their meteoric rise is no coincidence. That alone, is a major lesson learned that we can apply our businesses and lives alike.

Ask Your Customers Questions. If you've ever been to a Starbucks that's not your regular location, you may have noticed that employees will sometimes ask what you're looking for. This is a simple and effective technique when it comes to customer service--and one that marketers should utilize.

Make the customer feel like the world revolves around them. The seemingly insignificant touch that we get at every Starbucks we go to - our name on the cup, the cheery baristas, and the personalization of our name being called out when our drink is ready - really goes a long way.  

Know Your Customers and Employees. Like we've mentioned earlier, remembering your regulars' names and their favorite drinks makes them feel at home and is a surefire way to get them coming back.

The same applies to management when dealing with staff. Treat your staff like family - and you will have an unstoppable workforce. Invest in them. Make them feel safe and at home; and you'll get unprecedented loyalty and unprecedented sales. The signature Frappuccino, for example, was invented by a Starbucks line employee named Dina Campion.

Be Innovative. Whatever you do, do it differently and innovatively. Starbucks does its best to remain true to its roots, but the company is also extremely innovative. For example, realizing that customers wanted to spend more time at its locations, Starbucks began offering free Wi-Fi in 2010. Realizing that customers wanted its products at home, Starbucks has embraced instant coffee with the Via instant-coffee brand and single-serve brewing systems with its Verismo machines. The company even allows customers to pay for products with an iPhone app and was one of the first companies to go mobile. 

Take Responsibility. Has your order ever been wrong at Starbucks? If so, what happened? You received your correct order without any question. Employees are trained to deliver the best experience possible for their customers--every time. That means taking responsibility for any slip-ups. That move alone will make your customers feel special; and will make your brand more human. 

Embrace Social Media. Most of us are aware that social media has a big role to play in the promotion and marketing of a company, but how can you perfect your social media presence? Starbucks has used Instagram to tell its brand story. The image-based social network has been used by the company not only to showcase products, but also to capture the brand's message of passion by sharing images of customers enjoying life or creating clever images.

Having a presence on social media is vital. This is how you create your brand image and your aura. We live in an age where it is now imperative to be active online. Active in a way that remains true to your vision, mission, and goals. 

Everything Matters. Sweat the small stuff. Pay attention to every detail. Why? Because everything matters. The devil is in the details. Want to get rid of him? Pay very close attention to every minute detail your brand has to offer from the scents and smells to the flavors and banners (everything).  

When accountants informed the company that it could save money by switching from two-ply to one-ply toilet paper, the idea was rejected. Starbucks felt that having one-ply toilet paper wouldn't jibe with the brand's image as "affordable luxury" and make a $4 cup of coffee hard to justify.

Have the Right Leaders. It's hard to believe now, but back in 2007 Starbucks was in trouble. As chairman, Howard Schultz noted then that the company had lost its way. "The pursuit of profit became our reason for being, and that's not the reason that Starbucks is in business. We're in the business of exceeding the expectations of our customers."

So what did Schultz do? He took 10,000 managers to New Orleans for a four-day conference to help inspire and challenge employees. The result? All 10,000 left the conference on "a tidal wave of energy." By 2013, Starbucks was reporting record profits.

Having the right leader(s) to rally the troops is another proven tactic in every successful business.

We would also add that Starbucks has a firm belief  in its own exceptionalism - and has acted on that conviction ever since it came into being. What if every other business started approaching its work from the same vantage point? We would all get very far and in no time. Now that is The Starbucks Example.