THE
STARBUCKS EXPERIENCE
5 PRINCIPLES FOR TURNING
ORDINARY INTO EXTRAORDINARY
By Joseph A. Michelli
The Starbucks Experience discusses the
unique blend of “home-brewed” ingenuity and people-driven philosophies that are
behind Starbucks’ success. Author Dr Joseph Michelli gained access to Starbucks
personnel and resources and discovered that the company’s success is driven by
those who work there – the “partners” – and the special experience they create
for each and every customer.
Dr Michelli makes use of real-life
insider stories, eye-opening anecdotes, and step-by-step strategies to condense
Starbucks’ working philosophies into five
key principles in order to enable readers to learn from the best – and be
the best.
(1) PRINCIPLES 1: MAKE
IT YOUR OWN
Senior management must find ways to
get its partners to fully engage their passions and talents while ensuring that
individual partners’ differences are blended into a good uniform customer
experience.
It can be tough to find a balance
between these two leadership responsibilities, but Starbucks has managed to do
so through its principle of Make It Your Own. It has created a structure known
as the “Five ways of being”, which is encapsulated in a pamphlet known as the Green Apron Book:
1.
Be
welcoming
At Starbucks, “being welcoming” is an
essential way to get the customer’s visit off to a positive start, and is also
the foundation for producing a warm and comfortable environment. It lets
partners forge bonds with customers.
“Being welcoming”, at its essence, is
defined as “offering everyone a sense of belonging”. Partners should do all
they can to create a place where people feel that they are a priority and where
their day can be brightened, at least for a moment.
Welcoming people by name and
remembering them from visit to visit is a small thing, but it counts very much.
People fear just being another member of the herd; they want to have their
uniqueness recognized.
2.
Be
genuine
At Starbucks, being genuine means to
“connect, discover, and respond”. Focusing on these three elements in each
customer interaction forms a quality relationship:
Connect: Legendary
service comes from a desire and effort to exceed what the customer expects.
Customers have repeatedly shared experiences of Starbucks partners making a
connection well beyond some formulaic greeting. Individual staff uniqueness
gives them a special way to connect with others.
Discover: Business success requires the
discovery of each person’s needs and individual situation. Discovery is
essential to developing a unique and genuine bond. The special qualities and
needs of each customer must be determined.
Respond: A lot of businesses do manage to
achieve the first two elements, but they don’t always act on what they learn.
Starbucks employees not only listen to their customers, but also take action
immediately based on what they hear and learn from these experiences for future
customer interactions.
3. Be considerate
Starbucks partners look beyond their
needs and consider the needs of others such as customers, potential customers,
critics, co-workers, other shareholders, and even the environment. In sum, the
entire universe of people and things Starbucks affects.
At the corporate level, “being
considerate” means exploring the long-term well-being of partners and those
individuals whose lives the partner’s touch – while being mindful of the
earth’s ability to sustain the demands placed on it.
Thoughtfulness should become a part of
a company’s culture. Leaders should place a priority on consideration and
encourage their staff to put their own twist on the concept.
4. Be knowledgeable
Starbucks partners are always
encouraged to love what they do and share it with others. Partners are
encouraged to enhance their expertise in coffee and customer service. Value is always
added to partners’ efforts when they gain work-related knowledge. In addition,
as they become more informed, their value to the business, self-confidence, and
the impact they have on others all increase.
Starbucks
upper management also offers formal training opportunities to develop their
knowledge of coffee that can lead to personal insights for customers, and also
give out incentives for partners to undertake such training.
5. Be involved
This means nothing less than active
participation in the store, in the company, and in the community – a “yes, I
will” attitude where breakthrough products and service are created. There must
be a move away from a “bare minimum is OK” mentality.
Partners look around the store for
clues on how to make the customer experiences and the business better and to
improve the manner in which customer needs are served.
The management makes it a point to
listen and respond to the ideas and suggestions of partners – as a result,
partners frequently take responsibility for suggesting and championing new
product ideas based on the inputs from their customers.
Lastly, there is community
involvement, which can take many forms – from creating a community meeting
place to staff volunteering in community-related activities, all of which are
encouraged and supported by Starbucks leadership.
(2) PRINCIPLES 2:
EVERYTHING MATTERS
All business is detail. When details
are overlooked or missed, even the most patient customers can be frustrated and
costly errors can occur. A small detail can sometimes make the difference
between success and failure. Something as simple as a little 7-cent valve did
more than its share towards making Starbucks a publicly traded company.
Important details live in both that which is seen and that which is unseen by
the customer. There is absolutely no way to hide poor quality in anything. Hide
it though some may try, it always becomes evident in the end.
Store environment, product quality,
training, the development of a playful culture (a playful and positive work
environment produces vital and engaged staff members), and a social conscience
all matter a great deal.
The “Starbucks sensation” is driven
not just by the quality of its products, but by the entire atmosphere
surrounding the purchase of its coffee, the openness of its store space,
interesting menu boards, the shape of its counter, and other things besides.
The art of retailing coffee – and
indeed many other things as well – goes way beyond product. The details of the
total experience matter, from napkins to coffee bags, store-fronts to window
seats.
Lastly, not only does everything
matter; everyone matters as well.
(3) PRINCIPLES 3:
SURPRISE AND DELIGHT
At Starbucks, it is critical to
deliver consistent product and service to delight customers. But on top of
consistent quality, Starbucks partners look for ways to surprise and engage
consumers in a process of discovery. In an example of the importance of
surprise, Starbucks gave out free cups of “Calm” tea on April 15 in
anticipation that their customers would be frazzled by the tax deadline.
In that vein, delight is the
caramelized popcorn – the basic product customers get – while surprise is the
prize they get! Customers want the predictable and the consistent, while hoping
for an occasional positive twist or added value thrown in. Customer delight
comes from surprise as well as predictability.
(4) PRINCIPLES 4:
EMBRACE RESISTANCE
Embracing resistance involves a
complex set of skills that can enable businesses and individuals to create
business and relationship opportunities when confronted with irritation,
skepticism, and/or wariness. This principle requires leaders to distinguish
between customers who want their concerns to be resolved and those individuals
who just can’t seem to stop complaining or seem to find it impossible to be
satisfied. Embracing resistance is more than simply placating these groups; it
focuses on learning from those individuals who don’t always make it easy to
listen.
To work with resistance effectively,
you must distinguish between those people who really do want their concerns
resolved and those who simply want to complain.
For
some concerns, listening is all that is required. It offers space for
commentary and constructive discussion.
For other types of resistance, direct
action is required; management should know when listening is simply not enough.
(5) PRINCIPLES 5: LEAVE
YOUR MARK
This is particularly significant in
the world of business, where managers’ actions have profound effects on
individuals and societies. Some leaders are content with hitting the firm’s
product goals and cut corners on everything from employee benefits to capital
expenses. Others believe that an important part of their business success is
linked to the powerful and positive impact they have on their communities.
Successful leaders realize that a key
component of their success is leaving a powerful and positive mark in the
communities in which their businesses operate.
People
want to do business with and work for companies that are socially conscientious.
In addition to their corporate philanthropy and grant-giving, Starbucks
encourages its employees to be involved in their communities; matching cash
contributions in support of their partners’ efforts. Furthermore, Starbucks
leadership makes business decisions in accord with their social values.
In conclusion, The Starbuck Experience, Dr Michelli uses that episode to
illustrate the system Starbucks has in place to handle public relations issues.
In the end, Starbucks was able to use the incident to its advantage by bringing
attention to its philanthropic donations. And each one of us should apply on
every each of the principles in order to become better worker.