Why is Starbucks one of the OGs of CX?
Beth Karawan ??
I Help My Clients Get $h!t Done || Your CX is a BFD & Your EX Needs TLC. Any Questions? || CX-Passionate Individuals, Tired of the Same CX Song & Dance? Me Too || Human Behavior Geek || Forget the Dots. Connect the Data
Hot.
Sweet.
Satisfying.
Pick-me-up.
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Is there anything better than a glazed Krispy Kreme donut fresh out of the fryer?
(I could argue that my donuts are better, but that’s a discussion for another time.)
You know what goes well with a glazed Krispy Kreme donut? Coffee.
Personally, I like my coffee light and sweet (it’s a NY thing, IYKYK). And I’m really grumpy in the morning until I have my coffee.
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Coffee has been on my mind a lot lately because I’ve been doing a deep dive into 星巴克 .
Not because Starbucks has been in the news recently, but because I am genuinely curious about the history behind what got them to where they are today.
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Starbucks is often spoken of in CX circles as one of the OGs of Customer Experience.
“The Starbucks Experience” was created to “develop enthusiastically satisfied customers all of the time.” Everything the company did was intended to give customers a positive experience while purchasing a premium-quality product.
However, there have been a few times in Starbucks’s almost 40-year history when it has lost focus on customer experience. Each time, Howard Schultz , the company's first CEO, returned to get the company back on track.
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In his first book, “Pour Your Heart Into It,” Schultz said he’d “be devastated if, twenty years from now, Starbucks achieved the penetration, the presence, and the recognition we aim for at the expense of our core values.” That was in 1997; Schultz remained CEO until 2000.
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This all leads me to some questions…
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What do you think? I would love to read your thoughts in the comments.
Want to talk about it IRL? Let's meet for donuts & coffee! ????
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3 个月Such a good question Beth. I think Starbucks long term CX success is a combination of ingredients. Yes they do care about their customer even when they mess up. 2) they generally hire enthusiastic people 3) the product is reliable....Mr Shultz came in when they forgot that CX is multiple pillars not one thing. And financial growth without good CX is not a great business
I really don't like what the future has in store for Starbucks. At least not insofar as they can regain some of their CX magic. In the time since they abandoned the third place strategy to transform stores into volume-driven mobile pick-up points, coffee lovers have found an abundance of local cafes offering up incredible coffee just waiting in the wings with the ambience, personality, and experience they perhaps used to love so much about Starbucks. From a customer perspective, the experiential void has largely been expertly filled by others. Starbucks may wish it could claw some of it back, but I don't think customers anywhere really need them to anymore.... And I mean seriously, their drip coffee consistently rates worse than McD's... what are they even doing?? https://tinyurl.com/yckffce6
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3 个月Loved this! Such a great breakdown. Thanks for doing this. I look forward to them every week.
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3 个月Roxie and I prefer Dunkin. Why the Halo? Few today deliver experience so not hard to stand out. Landing on the moon, that’s hard. Excellent CEX isn’t.
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3 个月I do love a hot gooey Krispy Kreme. How has Starbucks retained a positive halo of customer-centricity for so long? Maybe because there are so few examples I do believe they deserve the reputation as they were an industry disruptor and innovator. They are a great case study for their CX success and failures - the next chapter to be written by Brian Niccol will make the brand a true CX success story or just another Wall Street kiss up.