Much has been made of Starbucks getting back to what it does best. It’s a lesson for any business that delivers service. Yes, Starbucks stores are everywhere, but the company earned success by providing what people want, then gave them a reason to come back.
I never left. I took the latest Starbucks online customer survey yesterday. It was a feel-good moment, even if no one was on the other side of a counter smiling. A few of the questions:
- Was your drink nice and hot?
- Did the staff recognize you and address you by name and/or usual drink?
- Did they take care of your needs?
- Was the visit an uplifting experience?
- Do you prefer this Starbucks to others?
- May we have your permission to follow-up by telephone?
The survey (which also includes standard questions on demographics) ends with more ways to engage the brand on your terms. There’s a toll-free number and link to email a few suggestions — all beneath a banner with the right touch and message: Thanks for helping us out.
It’s a fine example on how to work the Web to support the face-to-face services at the store level. Do you have a favorite Starbucks or other business where things feel great when you walk in the door?
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