Customer Loyalty at Starbucks
According to a recent New York Times article, Starbucks seeks to maximize the client experience with a loyalty program. This is a terrific idea and one that is long overdue. As my readers know customer loyalty programs are efficient as long as two points occur 1) clients are compelled to use the service and 2) there is ease of use or ubiquity in the process.
Exemplars of these points raised include a clients desire to frequent an establishment. Many restaurants provide a loyalty program but if a restaurant is not established in your regional area, what is a customer to do. Second, there are numerous instances where franchisees do not accept loyalty cards and certificates. A recent client of mine had won a loyalty card for a coffee house (not Starbucks) and it contained restrictions.
Further, let's face card or no card loyalty begins with the experience. What happens from the moment a client walks into an establishment until the time they leave. The issue is not the card, the coffee or the clients, it is the staff. Yes Talent! In the past when I entered a Starbuck's a smiling barista greeted me with an enthusiastic hello. They were friendly at the cashier and expeditiously got me my beverage and checked me out. If I waited because the coffee was not prepared I received a FREE cup of coffee! My impression was one of concern, commitment and collaboration. Starbuck's was the only place for me.
I do have several locations in my area that treat me as a loyal client, they know me by first name and by the time I hit the counter my drink is waiting. Yet this is not true for every Starbucks. There is little ubiquity. There are times whether a franchise or store owned when employees could care less if I were breathing. While entering one of my frequent locations, I noticed a new employee reading a training manual; she looked once at me at proceeded to ignore me pretending to read the manual. This is not loyalty this is ludicrous.
Loyalty begins with an empathetic smile and a devotion to assist the customer. Starbuck's I love you but you must begin to get talent to love me in return!
Full post goes here
Exemplars of these points raised include a clients desire to frequent an establishment. Many restaurants provide a loyalty program but if a restaurant is not established in your regional area, what is a customer to do. Second, there are numerous instances where franchisees do not accept loyalty cards and certificates. A recent client of mine had won a loyalty card for a coffee house (not Starbucks) and it contained restrictions.
Further, let's face card or no card loyalty begins with the experience. What happens from the moment a client walks into an establishment until the time they leave. The issue is not the card, the coffee or the clients, it is the staff. Yes Talent! In the past when I entered a Starbuck's a smiling barista greeted me with an enthusiastic hello. They were friendly at the cashier and expeditiously got me my beverage and checked me out. If I waited because the coffee was not prepared I received a FREE cup of coffee! My impression was one of concern, commitment and collaboration. Starbuck's was the only place for me.
I do have several locations in my area that treat me as a loyal client, they know me by first name and by the time I hit the counter my drink is waiting. Yet this is not true for every Starbucks. There is little ubiquity. There are times whether a franchise or store owned when employees could care less if I were breathing. While entering one of my frequent locations, I noticed a new employee reading a training manual; she looked once at me at proceeded to ignore me pretending to read the manual. This is not loyalty this is ludicrous.
Loyalty begins with an empathetic smile and a devotion to assist the customer. Starbuck's I love you but you must begin to get talent to love me in return!
Full post goes here
Labels: customer loyalty, Customer Relationship, Customer Relationship Management, customer service, Customer Service Training
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