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

TOUCHPOINTPRIORITIZATION

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?

?