STRABUCKS

ASK YOUR CUSTOMER FOR A HELP

WEB 2.0 EXPERIENCE

Introduction

Starbucks`s stock price was going down,

then the entire market grew up.

The management decided to implement the

Web 2.0 technology to collect customer`s

ideas and feedbacks

Learn about the mistakes they made

and that they have learned

Market doesn`t believe in Starbucks

Starbucks Corp. (SBUX)

2008

But still love coffee

Tim Hortons Inc (THI.TO) competitor

The Case

We have to be open for our customer

needs !

YES SIR !

Corporate

MEETING

CEO VP STRATEGY

What is Web 2.0 ?

Aha ! Web 2.0 it is about the

customer who helps company to growth

Gotcha !!

Web 2.0 includes a social element where users generate and distribute content, often with freedom

to share and re-use. This can result in a rise in the economic value of the web to businesses, as users

can perform more activities online...

Idea site is ready …

http://mystarbucksidea.force.com/

.. and customers are willing to help !

If we implement your idea, we may give you credit on the site, but we won’t be compensating customers

if their ideas are chosen

BUT

did Starbucks

really care ?

Customers responded accordingly

Recommendations NEEXT WEEK

the non-compensation rules

WAS DELETED

EVERY CUSTOMER

received the reward

The stock normalized

Starbucks Corp. (SBUX)

A single action can change the

situation just temporary

After rebranding in 2011 we

have checked if Starbucks

has changed its attitude to

customer's needs or not.

New Logo, but still the same troubles

Do not put the attention

Do not care about the results

Do not concern

Didn`t learn nothing

Unfortunately, after working with Starbuck`s

customers support, we have to conclude, that they:

… If so, how long

they could survive ?

Recommendations

for companies creating

the social capital

Stop exploiting

YOUR CUSTOMERS !

Web 2.0

Is not about the exploitation,

It is about the cooperation !

To DO:

- Make in comfortable

- Make it easy to access (no tons passwords)

- Make it sharable to any social network

- Make it manageable (delete , change, edit)

- Make it capable (no text, or graphics limits)

- Make it interactive (pictures, video, audio)

- Make it easy to store, find and sort ideas

NOT to DO:

- Do not create too much policy

- Do not kill customer (block or delete)

- Do not ignore the issues

- Do not delay the solution

Tools are important

To DO:

- Compliment EVERYONE !!!

- Individually compliment the best individuals

- Show your interest by asking questions

- Connect with internal professionals

- Reward (discounts, tickets, your products)

- Celebrate (invite to a party)

NOT to DO:

- Do not be a robot

- Do not use the e-mail templates

- Do not ignore comments and complains

- Do not be anger

- Do not say just “Thank you”

Community is everything

To DO:

- Value every idea (keep it, store, organize)

- Discuss and share ideas with colleagues

- Help to develop ideas and participate in discussion

- Create the community of experts

- Present the best ideas to the management

- Invite customer to your team

NOT to DO:

- Do not ignore

- Do not delete ideas

- Do not develop any rating and voting system

- Do not create any competition

- Do not be stupid !

Value in participation

MADE BY CUSTOMER

TORONTO 2008