Starbucks coffee - publié le 03/09/2012

Thèmes abordés

High quality services - Starbucks experience - Barista - Training programs

Résumé du document

-A leading roaster and retailer of coffee in the world"
-in 1972
-16,000 locations
-50 countries
-Working environment and culture is family oriented
-Employees
-Highly trained on each steps of the processes.
-Training programs  teach them.
Staff-Customers Contacts: - Taking the order
- Give the drink
- Cleaning tables

Starbucks mission:

"Our Customers:
When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers— even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It's really about human connection."

Extraits

[...] Would you like to eat something with your coffee? Thank you, have a nice day. http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > RECOMMENDATIONS COMMENT CARDS Suggestions/Complaints Example: Give with Drink Box at the exit to collect http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpghttp://customeru.files.wordpress.com/2008/02/starbucks_form_inside.jpg < number > RECOMMENDATIONS SERVQUAL Trained staff 1 to 1 conversation Answer surveys Direct Feedbacks http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > RECOMMENDATIONS SERVQUAL Part 1 (Coffee shops): General coffee shops will have a large variety of quality Drinks Coffee shops will offer a nice, cosy and pleasant environment Excellent coffee shops will maintain tables clean at all time Part 2 (Starbucks): Starbucks has a large variety of quality Drinks Starbucks offers a nice, cosy and pleasant environment Starbucks maintains tables clean at all time http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > CONCLUSION Coherent brand message Involve their employees Improve internal communication & training Increase motivation Develop interest in customers complaints & feedbacks http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > THANK YOU FOR YOUR ATTENTION http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpghttp://sphotos.ak.fbcdn.net/hphotos-ak-snc3/hs457.snc3/26158_381349699563_656129563_3582836_5491762_n.jpg < number > BIBLIOGRAPHY Palmer, A (2008) Principles of Services Marketing McGraw Hill Fisk, Grove, S & John (2008) Interactive Services Marketing, Practice Hall Arthur, W. [...]

[...] Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It's really about human connection.” http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > QUALITY PROGRAMMES Starbucks mission: “Our Stores: 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 savoured, sometimes faster. Always full of humanity.” http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > QUALITY PROGRAMMES Customer Service: “We want you to enjoy your trip to Starbucks every time you visit the store.” http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > SERVICE QUALITY RESEARCH METHODS http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > SERVICE QUALITY RESEARCH METHODS WEBSITE FEEDBACKS starbuck.jpghttp://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > SERVICE QUALITY RESEARCH METHODS WEBSITE FEEDBACKS starbuck.jpg Not concrete Not Rapid Implies customers anticipation No direct feedbacks http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg Few responses No involvement < number > SERVICE QUALITY RESEARCH METHODS MY STARBUCKS IDEA http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpgst.jpg < number > SERVICE QUALITY RESEARCH METHODS MY STARBUCKS IDEA Community website Show involvement http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpgst.jpg Categories Ideas in action < number > SERVICE QUALITY RESEARCH METHODS MYSTERY SHOPPERS Once a month Evaluate the “Starbucks experience” Staff: Courtesy, service Cleanliness The rapidity of service Report http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > RECOMMENDATIONS http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > RECOMMENDATIONS Carry on offering these high quality services Improve internal marketing activities: Newsletters to employees every month Improve their motivation levels: Bonus, rewarding employees http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > Appearance of Store Customers Order Baristas Greet & Take Order Register & Process Order Prepared Order Line of Internal Interaction Deliver Order Customers Receive Order Customers Pay Receive Payment Line of Visibility Line of Interaction Physical Evidence Customer Actions Onstage/Visible Contact Employee Actions Backstage/Invisible Contact Employee Actions Support Processes RECOMMENDATIONS BLUEPRINTING http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg They use blueprinting for global market. [...]

[...] Retrieved November from Starbucks: http://www.starbucks.com/about-us/company-information My Starbuck Idea. (2010) Share.Vote.Discuss. See. [online] Available from: http://mystarbucksidea.force.com/ [Accessed 30 October 2010] Schofield, J. (2008) Starbucks Lets Customers Have Their Say. Guardian.co.uk 24 March 2008. [...]

[...] (n.d). (2010) Starbucks Corporation: Can Customers Breastfeed in a Coffee Shop?. [Online] Available from: www.awpagesociety.com/ . /Starbucks_Teaching_Note.pdf Starbucks. (2010). Company Profile. [...]

[...] Knowledge about Starbucks Complete a form for contact details 1 to 1 interview 1 day recruitment http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg < number > PEOPLE TRAINING Providing professional opportunities Inviting shift supervisors to enlist for the job trainings Partners help to develop the company Become professional baristas 2 weeks training http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpghttp://popsop.com/wp-content/uploads/starbucks_coffee_staff.jpg < number > PEOPLE MOTIVATION / PARTICIPATION Health insurance Offer a health plan Bonus System Discounts on coffee/tea products Manager  motivation Employees  share ideas and suggestions. http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpg Manager motivation: managers are used to say to there baristas that they did a great job what motivate employees < number > PEOPLE CONTROLLING / EMPOWERMENT Strong culture = committed to people treating. Employees = partners in the company. Limited power for Baristas Team leaders http://zealotrymarketing.files.wordpress.com/2008/10/starbucks-logo.jpghttp://t0.gstatic.com/images?q=tbn:ANd9GcRFY6mUZ8BCJW-5AG3ThKeO3MewpAATcIfeFJhIgjGbnxBoeNJcDQ Baristas have low power , customers that want to complaint first talk to employees but they have limited power. [...]