Starbucks became popular by establishing human connections with its customers.
“Being a humane and responsible company is good for business.”
“We take the ordinary…and give it new life, believing that what we create has the potential to touch others’ lives because it touched ours.”
“Sustainability is not…done for marketing or publicity purposes; it is an authentic commitment to the future viability of your business and to future generations of customers.”
Employees of Starbucks are passionate about its products.
“If you’re unwilling to take your brand into a new space, people will lose interest in it as others bring forward new products and new ideas.”
Starbucks hires the most enthusiastic employees and maintains their dedication with training, “corporate rituals” and recognition for excellent performance.
“Starbucks leaders…have also been very clear that the only way to become beloved is to be loving.”
Establishing trust with your clients is the first step in building and sustaining deeper customer relationships.
“Striving to do ‘the right thing’ is at the core of leadership excellence, and, in today’s interconnected world, it involves both the public and private behavior of leaders.”
Actively seek customers’ input, in person and through social media.
“Employee engagement produces memorable kindness, profitability, sustainability and customers for life.”
Establishing trust and connection earns you “permission” to transfer those bonds to new products and retail environments.
“Difficult decisions that affect both people and the bottom line garner respect when they reflect corporate values, demonstrate compassion and sound judgment, and reflect a unity of words and deeds.”
In new markets, assume the universality of customer wishes; then adapt appropriate aspects of your products, store design and service to reflect local tastes.
“An engaged workforce means that employees can do what is right for customers without having to be told.”
“If you select people with genuine talent for serving others, give them opportunities to become more knowledgeable and passionate about your products, and insist upon product and customer experience excellence, you are well on the way to gaining the pride and passion of customers.”
Judge potential innovations by estimating their benefits to your customers, your workers and your business.
“Technology is powerful when you view it as a way to enhance the human connection rather than as inevitably leading to impersonalization.”
“Brand integrity is the result of leaders authentically striving to align expectations and actions.”
The “complacency and inertia born of success” can be obstacles to long-term growth.
“Socially conscious decisions will probably result not only in short-term sales success, but also in a brighter long-term future.”
Leading the Starbucks Way: 5 Principles for Connecting with Your Customers, Your Products and Your People
Business & Economics
McGraw Hill Professional
September 3, 2013
The “chief experience officer” of the Michelli Experience consultancy and hosts the Michelli Experience podcast.
Joseph A. Michelli is an organizational consultant who focuses on intersections of business, leadership, and workplace productivity. He is the bestselling author of The Starbucks Experience, The New Gold Standard, Prescription for Excellence, and The Zappos Experience. One of today’s leading thinkers on the topic of customer experience, Michelli also speaks to corporate audiences approximately 60 times a year.
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