Starbucks' customer experience "Winning: using technology to embrace the core values of the brand

In 2008 Starbucks has experienced the worst performance in the history, in addition to the external economic difference, founder Howard Schultz • think the most important is the brand's core values compromised! At that time management is the pursuit of growth and to cross the Wall Street figures, which led away from the core values of the company, the customer experience is destroyed, consumers away from Starbucks, which ultimately reflected in the results. • So Howard Schultz (Howard Schultz) to return to Starbucks, as the CEO post, through a series of reforms to make Starbucks back to life, the stock still rose nearly tenfold.

What is the core value of Starbucks?

Starbucks corporate mission (mission statement) which on the shop (Store) writes: "When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends It's. about enjoyment at the speed of life-sometimes slow and savored, sometimes faster. Always full of humanity. "I think" sense of belonging "," a break from the worries outside "and" humanity "is the key! In addition, Howard Schultz • In the book "Onward: How Starbucks Fought for Its Life without Losing Its Soul" special mention "fragrance" and "milk" to understand the core values of Starbucks helpful.

Technology to improve the customer experience.Howard Schultz attaches great importance to "customer experience", considered to be very important core values in a ring by a good experience, Starbucks customers can experience and feel the pursuit of core values. Most people understand and create a good customer experience need to spend a lot of money, but the performance is not necessarily a direct help. But in fact, enhance the customer experience by Starbucks, not only enhance the operational efficiency, but also promote the growth of turnover. In addition to the product and the hard environment, investment in digital media and technology, to enhance the customer experience is also a great help.

Free WiFi operating logic

Although free Wi-Fi will cause many customers to extend the residence time in the store, but also to develop a group of "small groups" together customers. In addition to their cup of coffee, but also we want to have a place so that they can gather, access, share photos and interesting YouTube videos. The user experience, not only provides the convenience of customers, but also to build a successful living space "Casual", so that customers can access free and comfortable manner.