Starbucks Is All About Customer Experience Marketing Essay

October 2, 2017 Marketing

Starbucks chief focal point has been on its employees. A Starbucks understands that their employees are the impulsive factor and most of import resource of the company. A Starbucks provides each employee with a starting pay above lower limit pay criterions every bit good as a quality wellness attention and benefits bundles. A They steadfastly believe that the public assistance of their people, environment and community are linked to their success as a company. A These rules provide an established and proven work environment for every staff member throughout every retail shop owned or operated by Starbucks. A



Starbucks is all about client experience and the cardinal facet to that is non maintain a client waiting. Speed is an indispensable facet, for the concern, because the velocity of their procedures affects them in many ways. The profitableness is affected when the staff keeps the clients waiting and this could be them in a heartfelt way, besides, with respect to the merchandise, by being decelerate the quality of the nutrient and drink besides suffers. One manner of cut downing clip is to hold efficient and smooth internal communications, and by maintaining an equal measure of stock list, particularly a good organized kitchen or working infinite.

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Quality is likely the chief public presentation aim as it is normally the one factor that differentiates it from its rivals. As mentioned supra, as portion of the client experience, quality plays a chief function. Quality encompasses a batch factors and a big part of that depends on the client perceptual experience of it. Quality is chiefly affected by the quality of the resources, the clip direction etc. Starbucks could follow a TQM attack and even have quality cheques. They could take back feedback from clients from clip to clip to reexamine their public presentation.


Starbucks needs to be consistent in its public presentation, and the quality of service or merchandise provided. One manner to mensurate dependableness of merchandises is for illustration a concern may look into the records of the sum of guarantee claims made against a peculiar merchandise.


Speed and Flexibility are related, the faster the processing clip the better the opportunities of procedures being adjusted rapidly. Flexibility besides involves a grade of being up to day of the month and to suit the client needs from clip to clip. Starbucks ‘ R & A ; D section would hold to place spirits and new mechanisms that could pull new clients and profit the company. It besides involves understanding the economic system they work in, like making a customized bill of fare for the states they serve in.


Cost affects a big ball of how the company works, because no affair which company it is they all have a net income maximization aim. Major costs for Starbucks include the geting of java beans and Starbucks is really specific about the Arabica beans they procure, an illustration of minimising cost would be how they have started turning their ain java beans, which has given them better control over their costs by cut downing provider costs. Another method to make so is to update engineering that better utilizations input and reduces waste.

Of the 4 strategic positions, Resources applies best to Starbucks

Fiscal resources affect Cost and Quality public presentation aims. If quality is high, costs are normally high. However, Starbucks finds the balance between cost & A ; quality and provides a good quality merchandise & A ; service at minimal cost.

Physical resources refer normally to the country where concern is carried out and affects the Speed component of the public presentation aims. Starbucks all around the universe have similar mercantile establishment design where to acquire to the counter ; clients have to first base on balls through the seating country. It would be faster and likely more convenient to clients to hold the counter closer to the entryway.

Human resources include the cognition and experience of employees/owner and impact the Dependability variable of the public presentation aims. There is a demand for all Starbucks employees to larn how to do the assorted drinks and besides how to interact with clients. The manner Starbucks employees interact with clients is really different from other of their mercantile establishments. Besides, a drink made in one mercantile establishment sometimes does n’t differ at all from the same drink made in others. There lies a really high grade of consistence in the merchandise and service of Starbucks.

Technological resources affect the Quality, Speed and Cost variables of public presentation aims. With better engineering, costs can be reduced, velocity may be increased and quality can be consistent.


The major facet of Starbuck ‘s supply concatenation is the supply and distribution of the java beans. This is a complex procedure as the java and other related merchandises need to be obtained from around the universe to be delivered at their retail mercantile establishments. Starbucks follow the regulation of “ Plan, Source, Make and Deliver ” for their supply concatenation. Their operations get down right from the planting of the java to brewing the perfect cup of java for their clients. Starbucks ‘ supply concatenation includes everything from be aftering the natural stuffs, to the fabrication of the java and last but non the least distribution of this java to their retail mercantile establishments, and they successfully do this by “ positioning its ain people inside of distribution centres, to maintain ticker over operations and forge stronger relationships with service suppliers. ” ( Refer to Appendix 1 )


Shop Entrance

Cashier I

Cashier II


Forte Drink



Pickup Counter

Cashier Calls Order to the Barista

Barista Repeats the order and prepares

Merchandises Eg. Coffee Bean

Select and purchase supplies, hire and preparation

— — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — — –

Seen by Customer

Not Seen by Customer

Figure: Paryani, K. ( 2013 ) Product quality, service dependability and direction of operations at Starbucks.International Journal of Engineering, Science and Technology, 3 ( 7 ) , p.3-14. Available at: hypertext transfer protocol: // [ Accessed: 13 Mar 2013 ] .

( Mention to Appendix 3 & A ; 4 )


This order procedure function has been divided into three chief parts, the client ‘s point of view, the teller ‘s point of view and eventually the barista ‘s position point. From the client ‘s point of view, the order procedure begins when the client enters the shop and begins to do an order. At this point depending on the velocity of the order procedure, the client could either delay at the waiting line or go forth it he/she feels like it is clip devouring. On making the teller, the client reads and chooses from the bill of fare available and topographic points an order to the teller. The teller so informs the client about the fortes offered, like a caramel or cocoa topping etc. This is the determination point for both the teller every bit good as the client and the client could change the order further. After this point, the client wages for the drink and returns to either in shop or possibly delay at the particular stools near the check-out procedure counter to the collect the drink and continue to go forth. Following from the tellers ‘ position, the procedure begins with the gap of the shop, and it is the duty of the teller to guarantee that they have necessary hard currency to do minutess, by guaranting that they have coins and other cash/notes. The existent order happens, when the client chooses the drink or nutrient topographic points the order. The teller so mentions the assorted options available like taking a topping or pick etc. The teller after corroborating the order with the client, so instantly calls out the order to the barista. After this, the teller tells the client the sum to be paid and collects the sum, along with a reception for the order, and tells the client the approximative clip that will be taken for the drink to be prepared. The concluding attack is that of the barista. When the order is placed by the client, the teller calls out the order to the barista. The Barista so follows this up by naming out the order aloud one time more. This is the poke-a-yoke attack, as a method of dual checking and guaranting that the right order is placed. After this, the barista returns to do the existent drink. At this point it can take two divergences, there could be a fail point and the barista may non do the drink decently, in which instance the drink will be made once more and the barista completes the drink and topographic points it on the check-out procedure counter or gives in to the client in his/her siting country. The ruddy pointers signify an interaction between the client and the staff and how the point of view is different in both their footings. The green pointer is the teller naming out the order to the barista.

Figure: Perkins Will. ( 2012 ) . Research diary. The Impact of an Operational Process on Space. VOL 04.02 ( 1 ) , p43-44.


Input signals

End products



Coffee beans

Baristas and other staff

Coffee Machine, condiment counter, nutrient deep-freezes and other equipment


Customer Satisfaction & A ; Experience

Preparation of Coffee

Warming of Food

Figures: Simple Transformation Model adapted from Shaw, N, 2010, Operating Systems, Performance Objectives and Operations Strategy, Operations Management 1, Heriot Watt University, Edinburgh

( Refer Appendix 2. )

The transmutation procedure theoretical account shown below gives us an penetration to the elaborate version of the order procedure of Starbucks. It starts with the environment, which includes the clients of the java store. The transmutation procedure theoretical account is constructed maintaining in head the Starbucks client experience that ensures when a client leaves the java store they have a smiling on their face. Like the traditional transformational procedure this theoretical account besides depicts the inputs, the transmutation system and the end products. This theoretical account creates a linkage between monitoring and control and the transmutation system, which helps in heightening client experience and the environment in the store.



Input signals

Customer Order

Coffee Beans


Equipment including java machines and so on.

Transformation System

Preparation of java

Food warming

End product

Prepared Coffee

Starbucks Experience

Monitoring and Control

Figure: Detailed Tranformation procedure of the order procedure adapted from Operations direction: The input/output transmutation theoretical account. 2013. Operations direction: The input/output transmutation theoretical account. [ ONLINE ] Available at: hypertext transfer protocol: // . [ Accessed 13 March 2013 ] .


Some of the primary jobs faced by the company in footings of its operations and public presentation are as follows.

Inadequate seating capacity and power beginnings.

The cleanliness at the condiment counter is another issue.

No new drinks options or bill of fare and that non all drinks are available at different shops across the Earth.

Incompatibility in client service and stock list.

The Wi-Fi ports are n’t available at all shops.


A ) Increase siting capacity:

Starbucks can increase their seating capacity by holding a out-of-door seating country. They could besides utilize comfy, infinite friendly sofas and bean bags that can be moved around easy to accommodate the clients comfort. By increasing the seating capacity of the shop, more clients will prefer to dine in-store and this would intend that the order procedure will be functioning a larger figure of people at the given clip. Staff would hold to be on manus at all times.

B ) Cleanliness of the counters and the java desks:

Starbucks ‘ has a separate condiment counter which hold extra sugar sachets, scaremongers, mug holders, tissue serviettes etc. Though the staff provides these along with the java order, clients can entree this if they need any extra. A recommendation that we would propose is to develop a good roll system that will guarantee that staff take bends in maintaining an oculus on the java desks. This is indispensable to the order procedure, impacting the degree of client service and satisfaction. This could lend efficaciously to bettering both the velocity and client satisfaction of the order procedure, because this is a critical portion of the procedure.

C ) Customized orders:

Though Starbucks self-praises of custom-making their drinks on the petition of the clients, like supplying assortment in their milk full pick, low fat, skimmed milk, soya milk etc. It was identified that most of the clip, the shop is out of stock list for the needed order and this is a major failing. This affects the order procedure, because it confuses the client and the barista. This will hold a direct impact on the order procedure such that, the staff taking the order will hold to be specific in footings of adverting their fortes available. The client must be made cognizant of the picks available, and they should hold the several ingredients available for these options.

D ) Stores have Wi-Fi ports.

Starbucks, like its rivals, provided the policy of free Wi-Fi ports in the shop. However, non all shops are consistent in this facet and many shops do n’t offer this installation. This will impact the order procedure, as client like child and concern people might really go forth the shop due to this ground.

Tocopherol ) Switch bill of fare.

Customers frequently feel like the Starbucks bill of fare does n’t exchange about much and besides that they do n’t hold all their options available in all shop. We would advice Starbucks to integrate the feedbacks from their clients into their bill of fare and this once more would straight impact the order procedure.


This study has efficaciously analyzed the operations of the Starbucks concatenation of java stores. The survey looked into understanding the public presentation aims by alining them to the strategic aims of the company. Furthermore, we have identified the suited transformational theoretical account of the company and so explained in item the order procedure. We chose the order procedure as the chief focal point of this paper, because we felt this was one the chief operations of the company. We have identified how the order procedure maps and have besides mapped out the full procedure from the position point of the client and the company. Finally, we have identified some functional jobs and failings of their operations. One the footing of site survey every bit good as equal research through company profiles and diaries, they study has looked into amending some of these issues. The study has explained our recommendations towards turn toing these issues and henceforth makes the operations of the shop more good and profitable to both the company and clients.


1. “ They set a way based on three wide action countries: service, cost, and endowment. We make 80,000 bringings per hebdomad globally and the shop directors and baristas rely on us making this well for them to be successful. Refilling to our shops was non puting our shops up for success. We talked to hive away directors and they were clear that they could non be successful if the dependability and quality of supply was non good plenty. ”

2. The basic theoretical account of transmutation procedure indicates the inputs and end products required by the house. One of the chief processs of Starbucks is the order procedure that includes different inputs that are indispensable for the java store. The inputs being, java beans, barista and other staff, the java machine, condiment, nutrient deep-freeze and other equipment ‘s. The outputs consequence in the hot and warm java and the client satisfaction and experience. The procedure that led to the end products includes the production of java and warming the nutrient.

3. Starbucks utilizes an Assemble to Order procedure ( ATO ) when covering with clients. ATO is a mixture of brand to order and do to stock. Since clients like to personalise their order, Starbucks has an stock list in every subdivision to make clients demands. The merchandise is made when a client puts in their order yet all the stuffs are kept at manus for workers to do each order consequently. Besides, they keep certain things made at all times on manus like caffeinated and decaffeinated java because it ‘s a common order that ‘s expected to sell and can be customized for the specific client such as adding sugar or milk if they ‘d wish to. ( Team 1 Starbucks, 2010 )

4. A typical service design of the order procedure at Starbucks is shown Below. To get down the order procedure, the barista behind the hard currency registry gives friendly service by looking the client in the oculus and so recognizing the client. The client gives the order. If the order is for an espresso drink, the barista repeats the order, out loud, and states the ingredients in a predefined order ( size, type of milk, type of java, etc. ) . The barista behind the espresso saloon repeats the drink ingredients in the same order. This simple poka-yoke technique helps to vouch that the drink will be made right the first clip. This procedure is by and large observed at in most Starbucks ‘ shops, where the barista asks for the client ‘s name and repeats it with the drink order. In the early yearss, the baristas were trained to inquire the client ‘s name. Howard Schultz has brought this measure back as another manner to distinguish Starbucks from the other java stores ; this act, in bend, has had a positive impact on bettering market portion. ( Paryani, 2011 )

Name callings of squad


Team work ( management/co ntribution

/attendance of team meetings )

Research ( part to data aggregation / group treatments /idea coevals /literature reappraisal )

Concluding Report ( study building

/report write up/diagrams/ referencing, etc. )

Entire part towards assignment

Athina Abigail D’silva





Callahan Jason Brown





Leni Vincent Joseph





Nida Saleem Siddiqui





Rudy Rosario





Vidhya Subramani





Entire mark






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