Devoted to customer service and the principles of exceptional customer services

As some of you know, I used to be a Starbucks (SBUX) fanatic (please refer to all my past posts on Starbucks).  I practically lived in Starbucks during all of 2006.  The employees at the Starbucks down the street knew me by name and always made sure I was comfortable while I worked.

However, things have changed.  Yes, Starbucks employees are still very nice and cheerful, but the whole experience has changed.  I understand that this happens.  A company gets big and becomes really popular.  You have people lined up like they're going to a Celine Dion concert and they want their coffee now!  So, you have to rush, rush, rush and push to pump out these cups of coffee - meanwhile, those people start to feel like cows being herded along in the pasture.  They no longer have names.  They're just "Tall iced mocha with 1/2 pumps of chocolate!"

Well, that's been my experience with Starbucks lately. So, I'm happy to participate in Becky Carroll and Jay Ehret's project to help Starbucks improve their customer experience...

First, I'll start with what I do like about Starbucks... I do like that Starbucks has a special board that recognizes their employees and/or special customers.  Here is a sample of a board that was displayed right by the "pick up" station.  Recognizing and appreciating your employees and customers makes them feel needed.  Most of the time that's all that people want!

I also like that Starbucks offers hot sandwiches.  I'm not a morning pastry person.  Call me crazy, but I would go to Burger King and get a burger before I went to Starbucks.  Now that they serve breakfast sandwiches I don't have to make that extra stop.

Of course, I do like Starbucks' coffee and really like that a cup costs $1 with free refills. However, I don't like that the prices for other drinks are different in every location.  I'll pay $2.95 for a mocha on one side of town and go down the street and pay $3.15 for the same drink.  I understand that people in affluent neighborhoods will pay more (it's the same for gas and everything else), but I just don't like it...What's $.20, you say?  It adds up if you have a cup a day!

Where Starbucks Can Improve

So, how can Starbucks win back my love?  Here are a few suggestions...

1.  Offer Wi-fi for free.  That's one of the reasons why Panera gets more of my business nowadays.  I used to pay the $30 a month for the wi-fi at Starbucks, but sometimes I had a hard time connecting.  I know that's T-mobile's fault, but still...

2.  Give employees full control of the thermostat!  I remember walking into Starbucks during the summer and it would feel like it was 30 degrees in the shop.  I know San Diego can get really hot sometimes, but your shop doesn't have to be that cold!  I wasn't the only complainer though.  The manager would shrug his shoulders and say, "We don't have the power to change the temperature!"  Empower your employees!

3.  I agree that some Starbucks are very crowded with fixtures full of merchandise. 

4.  This suggestion comes from my boyfriend who has very little fat on his behind:  Put cushions on your wooden chairs! 

For other suggestions on how Starbucks can improve, check out these other posts (I'll be updating this list as the project moves forward):

• What IS the Starbucks Experience?
  
• Helping Starbucks Improve the Customer Experience
  

Next week I'll talk about a new coffee shop I discovered that is truly committed to customer service.  Stay tuned!  If you haven't subscribed to my blog yet, please do so now!

kmmad