TEAM XATALAY, CALISKAN, HEWITT,

KRISHNAMOORTHY, TREVOR ,PERDOMO AND TOKARCZYK

Customer Relationship Management (CRM) in

Starbucks

Starbucks

Largest coffeehouse company in the world.16,635 stores in 49 countries.Enviable customer loyalty.Increasing sales and market share.

Study

Analysis of Starbucks’ “Customer-Centricity” “Four Phases of Customer Orientation” model“Customer Orientation Self Assessment”

surveyAnalysis of Starbucks’ CRMCustomer-Centric marketing strategyProposed CRM

Current Situation in CRM

Starbucks Rewards CardMystarbucksidea.com is operated by

Salesforce.comConsona3rd party websites2D mobile barcode system by CodilinkIn store feedback form1-800-23-LATTE

Key Issues

Rewards Card is not freeMystarbuckidea.com is not connected to

ConsonaIn Store feedback forms are weakLong waiting times at 1-800-23-LATTEStarbucks Shared Planet and Community

Involvement programsBaristas and the Community

Recommendations

Improve feedback: key in pads, 24x7 customer service, better in store feedback

Rewards Card program: free card, direct communication, easy use of coupons

Empower the store manager and the regional office to take key decisions Community Involvement: Increase local events

like “go green”, get-togethers Product offerings: customize some products to

suit the demographics of the area

Recommendations

Better BI and Data warehousing toolsEmployee feedback opportunityImprove barista-customer relationsConsolidate the current customer relation

systems to one platform

Are you growing your business with CRM?

Critical Measurements

Online and store surveys to measure customer satisfaction

Employee satisfaction surveyNumber of Starbucks Cardholders: Customer

reactivation, Cross-sellNumber of customer complaints

Critical Measurements

Revenue per store/ per regionProfit per customerCustomer retention, acquisition Total Revenue & Growth

Consona Enterprise CRM Solution

Consona Software is one of the top CRM solutions in the world; has more than 4500 clients

Centralized application to attain a 360 degree view

Consolidation of different customer databases to a single system

Starbucks deployed Consona Enterprise CRM solution within its Foodservice team

“Starbucksidea.com” Salesforce to Consona platform

Consona Enterprise CRM Solution

Easy to use: the user interface provides all key customer information in a single location for ease of use.

Customizable: Consona CRM process management module permits users to configure, modify the user interface and business processes.

Powerful Analysis: Consona CRM performance management module provides score carding, reporting, analytical analysis.

Consona Case management module provides all the functionality needed to manage service and support operations.

Questions and Answers

Team XAtalay, Caliskan, Hewitt,

Trevor,Krishnamoorthy, Perdomo and Tokarczyk

THANK YOU!