The idea of serving customer needs and desires is rooted in the age-old notion of listening to the customer. One company taking consumer input to a whole new level is our favorite specialty coffee vendor, Starbucks Corp. (NASDAQ: SBUX).How about ice cubes made from Starbucks' own coffee, so you can cool that java without diluting the savory stuff? That's what one customer suggested. What do you think? Another thoughtful consumer thinks that Starbucks customers might like shelves in the restrooms to rest their coffee on while "taking care of business." A nice idea perhaps, but I believe that the practice of taking consumables into restrooms is discouraged in most instances.
At least one Starbucks customer request has already had a major effect. Reusable "splash sticks" have been introduced by the company to reduce coffee splash through the sipping lid of its sturdy cups.
The entire focus of this new Starbucks business model is summed up by CEO Howard Schultz, who was quoted in BusinessWeek as saying that he wanted "to open up a dialogue with customers and build up this muscle inside our company." Mr. Schultz would like to make response to the consumer a cornerstone of company tradition.
So, what do you think? Should Starbucks initiate valet parking? Should it have barristas on roller skates cruising its parking lots? Maybe it should offer complimentary mocha caramel biscuits for the dogs that accompany its customers? What about individual caffeine packets so coffee addicts could personally customize their morning buzz?
One thing's for sure, Starbucks' says it's listening. Now is your chance to prove that you're a marketing genius. Howard Schultz wants to return the company to its former glory. Give him a piece of your mind, would ya?
Gary Sattler is a freelance blogger. He does not knowingly hold interest in the companies mentioned in this blog post.
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Reader Comments (Page 1 of 1)
4-16-2008 @ 1:43PM
melissa said...
I would like to see Kraft + Starbucks a reality...
IS this really possible?
4-16-2008 @ 2:03PM
The_Village_Idiot said...
I drink a lot of coffee yet never could stand Charbucks. I rec'd a marketing card to try their all-new "smooth" Pike's Place "premium" brew. Went just today and must say it was totally horrible. Same old nasty wickedly bitter crap that they've been selling for years. There's the reason that customers only buy the 1,000 calorie drinks loaded with caramel and whipped cream (to disguise the bitter). If they wanted to taste what a "smooth" cup of Jo is like then why didn't they just go to any DD?
Their new Pike's Place coffee wasn't even worth it for free (had better tasing junk from vending machines). Good luck saving this company.
4-16-2008 @ 2:38PM
Danny said...
Honestly if you tried the Pike Place Roast and it was bitter...then thats the individual Starbucks location, not the coffee. I think this is the main problem that Starbucks has. For anyone really into coffee....a pot of coffee has a bloom time of roughly 20 minutes maximum. After this period of time the coffee gets bitter and flavor is reduced quite a bit. Starbucks policy is to brew a new pot every 20 minutes but it seems like certain locations of Starbucks follow this procedure and some do not.
Just like any chain some branches are run better than others. I love Starbucks, and my brother even works there, so I know which branches in my area to avoid. I think if they are able to get more consistency between branches less people will end up constantly getting bitter coffee.
Another thing I always hear is "I don't go to starbucks because it is expensive" Which is true if you plan on ordering complex drinks every day. However for a 16oz regular coffee Starbucks is only like 10 cents more a cup than Dunkin Donuts...at least in my area.
5-21-2008 @ 1:03PM
dracass said...
#1 Know what you are consuming and paying for. Starbuck's DOESN'T use cheap ingredients like High Fructose Corn Syrup and Hydronated Oils. Think these aren't bad for you think again! WAKE UP! GET YOUR HEADS OUT OF THE SAND! Do the research. Yahoo or Google the FDA test results on rats for High Fructose Corn Syrup (I can guarantee you that's what McDonald's puts in their syrups for coffee drinks)... Same for those DD's. As for Kraft. They are the biggest offender. Look at their macs and cheese! All chemicals no real food there! Please don't ruin a good thing. Howard stay with the boutique idea and don't sell out to the masses! LEAD the new generation of food/drink sellers by raising the bar.