Skip to content

Starbucks Service Marketing Case Study

Here's something to think about: By 2020, consumers will manage 85 percent of their relationships without having to talk to a human. In today's SoLoMo environment, your customers are more likely to do their own research about your company before your first point of contact with them, and you only have one chance to make a first impression.

Starbucks, the goliath of coffee, has made a name for itself with its customer service. For good or bad, its strategy has helped the company become recognized the world over. Janet Bailey, director of customer service at Starbucks, shared some of her top digital customer service tips in last week's [24]7webinar, "The Last Digital Mile: Orchestrating Channels, Data & Design to Thrive in a Digital World." Below are three takeaways on how you can apply Starbucks’ customer service strategy to your brand:

1. Meet your customers where they want to be met. Find the white space and where your audience is reaching out to you and put emphasis on that platform. Overall, Starbucks has 35 million likes on its Facebook page, 8 million followers on Twitter and 4.8 million followers on Instagram. Starbucks is constantly reaching out to its customers on these platforms for feedback and engaging in conversation.

2. Think mobile, mobile, mobile! It's not surprising that 18 percent of Starbucks Card transactions come through its mobile app. Consumers spend more time today connecting on their phone than on any other device. It's important to tailor your mobile experience to your audience. Do they prefer an app? A mobile-optimized site? When and how frequently are your customers visiting your mobile site and/or app?

3. Focus on personalization. Starbucks recognizes that it's not just about the product, it's also about the experience. Each Starbucks location you walk into has the same look and feel, yet is personalized to the geographic area. Baristas serve your coffee to you by name. And if it isn't exactly what you ordered, they make sure to correct it and ask how they can make your experience better. Just recently, Starbucks announced a deal with Spotify where employees will make personalized playlists for each store location.

Marketing Case Study on Starbucks Coffee Essay

1035 WordsApr 13th, 20125 Pages

MKT 421 - Marketing (Plan) Mgmt Student: GalVal

Instructor: Mr Tom Wall Section #: _25___

Assignment #2: Actual Case Study - Starbucks Coffee

1. The main or primary product that Starbuck's sells or distributes is coffee beverages but, according to this article or company analysis, it also now offers a whole line of complementary products - from sandwiches to CD's! Yet essentially, Starbucks product was the de- velopment of the ultimate, out of home (OOH) coffee-drinking experience; also referred to as the "third place" which the com- pany's chairman, Howard Schultz, defined as a spot between home and work where people are able to go for some personal "down- time" or just to relax and get…show more content…

> 24% in those aged 25 to 29 > 13% in those aged 30 to 59 > 6% in those aged 60 and over
• a largest increase in OOH coffee consumption was by those who do so while at work but, as it turned out, these folks were still purchas- ing their coffee outside of their workplace as opposed to in, there- fore most likely resulting in a dramatic decrease (inverse effect?) in coffee wholesaler and vending machine-dispensed sales

5. The strategic factors that account for Starbucks' long-term success in building its brand equity are as follows: • creating and retaining a large, highly skilled, well-educated, optimistic and brand-passionate workforce; • a handcrafted, uniquely-blended line of espresso and single- origin bean coffees (30 or more) as well as numerous related or spin-off products, such as TAZO Teas, bottled Frappuccino cold coffee drinks and their own DoubleShot (energy beverage?); • an exclusive line of Barista-inspired Starbucks home espresso machines, coffee brewers and grinders; • licensing agreements for its products with a number of other companies, such as Pepsi-Co, Kraft Foods, Dreyer's Grand Ice Cream, Inc., Jim Beam Brands, etc. • a sizable core of "raving fans" or extremely loyal, enthusiastic customers, many

Show More