Adam posted a few days ago about the new Starbucks initiative. An excellent post from Todd Defren highlighted some of the ways in which Starbucks will be gaining even greater customer loyalty from something that I bet some execs inside the company felt was a risky operation. To be fair, given its history and background, Starbucks is perhaps more open to this sort of project than many companies. But there would still have been the ‘wise heads’ warning of doom and destruction as people weighed in with complaints and gripes, moans and abuse.
The plan, of course, is not to encourage new customers directly but, as Todd implies, to increase existing customer loyalty. However, a serious by-product of eliciting comments from your best customers will be a raft of suggestions that will make the ‘product’ more appealing to a wider range of people. So, new customers will arrive and become loyal customers. Try mapping that process out in a spreadsheet for ROI.
I’m not sure why but Starbucks here in the UK is a second best to coffee shops like Costa and Caffe Nero. Most of the Starbucks I visit are soulless, the tables full of used cups and plates, the food unappealing, and, worst of all, the coffee generally tastes weak and has little flavour. I’ll gladly walk another half mile to reach a Costa or Caffe Nero. Both Starbucks and Caffe Nero have recently opened in my high street. The Starbucks had a head start of about three months and was packed every day. Since Caffe Nero opened, Starbucks staff walk the street with free samples to try to get customers to return. Tells you something.
However, it’s not all good news for Caffe Nero. Although I was pleased to see them opening locally, simply from the point of view of coffee quality, I was also keen to use their wi-fi service, which I’ve always been able to use ‘free’ as part of my Skype Zones subscription. Disaster struck, however, when I discovered that they have gone over to the BT enemy. No more cheap and cheerful wi-fi. Why they can’t provide free wi-fi, I don’t know. Buy a Fon, for goodness’ sake.
At the moment, there is no way to let Caffe Nero know how I feel. As a loyal customer, this doesn’t exactly make me feel great. Perhaps if I complain to a barista, I’ll get an extra stamp on my wee loyalty card. Mmm, that should do it.
Starbucks may be losing the coffee taste battle but should they install free wi-fi on the back of their social initiative, I may just have to switch to hot chocolate while working.
Shouldn’t that read ‘How do Caffe Nero listen to the customers who want to be heard?’
It’s simple, really; make it easy for your customers to be heard.
Oh, and of course, don’t just act like you want to listen… actually listen, and genuinely want to hear – good or bad.
Whats teh problem with BT Openzone WiFi access?
@David – the cost, more than anything.
personally the only chain that actually listens to it’s customers are AMT Coffee, but that;s probably because they’re small!
Cafe Nero make disgusting coffee! It’s always so bitter and smells burnt, I think they need to check their suppliers as they’ve been over-roasting their beans!
Nero coffee is at least a lot better than the brown water served by Starbucks. Frankly, coffee generally is a bit of an embarrassment in the UK. I’ve never understood how you can walk into any bar or cafe in France, for instance, and be sure of a great cup of cofee. In Britain, most places serve a filthy tasteless mess from an unwashed urn. (I may be exaggerating, somewhat!) Burnt beans may actually be a step in the right direction.