STARBUCKS COFFEE“The Customer Experience”
Group D
AGENDA
1. Starbuck´s brand promise
2. Touch point inventory
3. Touch point prioritization
4. Touch point evaluation
5. Recommendations
• Top quality coffee: fresh roasted, brewed, whole bean
• Customer Service: nice and friendly staff
• Atmosphere: comfortable and familiar
STARBUCK´S BRAND PROMISE
TOUCHPOINT INVENTORY
• PRE
• PURCHASE
• POST PURCHASE
PUT IN FORMAT FROM HIS SLIDES
PRE PURCHASE
Stores: location, exterior aesthetics
World of Mouth
Product placement
Smell
Website
Starbuck´s cup
POST PURCHASE
Taste
Gift coupon
Greeting
Service vigilant
Caring
Merchandising Mugs CD
Consistence
Loyalty program
Starbucks card
Social Responsibility
PURCHASE
Attentive staff, Personal greeting
Smile
Change of decoration
Ambience Music
Packaging
Assortment
Price
Payment
Coffee of the day
Coffee stand for customization
Seating area: Furniture – lounge
Waiting line
Supermarket
TOUCHPOINT EVALUATION
Sales
Impact
Brand Promi
sexx
xx
xx
Touch point
ExecutionErgonomic cups, can improve it
Cannot be controlled
High density urban location
TOUCHPOINT EVALUATION: Pre Purchase
1 2 3 4 5
Sales
Impact
Brand Promi
sexx
Touch point
Execution“Edward”, “Rash”…
xx
xxCan give more, always short on some items
xx More couches
1 2 3 4 5
TOUCHPOINT EVALUATION: Purchase
Sales
Impact
Brand Promi
se
xx
Touch point
ExecutionInconsistent, Can improve
xx Should improve
Should work on increasing the customer’s awareness
1 2 3 4 5
TOUCHPOINT EVALUATION: Post Purchase
Recommendation
TasteStores Ambience
Customer
Service
• Keep a focus on the locations of shops
Stores
Ambiance• Make sure the baristas make contact with the people
• The shop must always be clean
• Keep a constant volume of music on the background in each store
• Keep the coffee smell in the stores
RECOMMENDATIONS
Customer Service
• Weekly meeting to discuss employees point of view about the store
performance, suggestions, doubts etc
• Training & Monitoring
• Benefits (prize for the whole performance of the store)
Taste
• Key driver for instilling the fervent nature of the brand’s customer advocacy
• ‘Moment of truth’
• Consistency is imperative for delivering the brand’s promise
• Source from quality suppliers
• Frequent roasting and brewing
RECOMMENDATIONS
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
-40.00%
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Starbucks Revenue and Stock Performance
Stock GrowthRevenue GrowthS&P Growth
Impact on Business Drivers
• Total Share Growth: 385,77%
• Total Revenue Growth: 491,75%
• Consistently Outperformed the S&P 500 growth index since IPO
• Ranked #91 of Best Global Brands
Touchpoints in Context
Take away
• Customer experience contributes to customer equity
• Improve on the stores locations and uniform execution of brand promise
Thank you…
ANY
QUESTIONS?
?
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