March 21, 2015

Principle 2 “ Everything Matters”

Corporate Design Foundations says, “The Starbucks sensation is driven not just by the quality of its products but by the entire atmosphere surrounding the purchase of the coffee.”

Write down what matters in your business.  Write down what matters to your customers.  Health business – cleanliness.  Food – taste, cost, cleanliness, atmosphere, location, service.  Clothing store – products, fashion trends, location, music, discounts, service.

p. 58 “Never Cut Corners on Quality”

Starbucks was obsessed with freshness.  I was fortunate enough to work with the company that worked with Starbucks to develop the 7 cent valve that is mentioned on page 60.  The next time you buy a bag of coffee look for the valve that is sealed into the packaging.  That keeps your coffee fresh.  Previously coffee was packed in cans.

Each Christmas Starbucks comes out with a new package design for their coffee.  We had to cover it up in the factory so no one else would see the design.

p.65 Starbucks has “Conversations and Connections”   It’s online customer stories that the manager can read.

I love Starbucks creativity in making their staff “partners training fun.”  They have a board game that you can play different scenarios of what is going on with the employee and what the customer is thinking. P.68  It is basically role playing situations that can occur in their store. For example, the customer is in a hurry because they have an important meeting to attend and one of the coffee machines just broke down.  What do you do?

Principle 2 ends with “Retail is detail.”  Words to live by in the retail world.

The cup, the coffee, the bag, the windows, the way the order is taken, the way the order is delivered. Their environmental and social awareness.  The way they treat their employees, etc.

Next Blog: March 28, 2015