The Starbucks Way

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The Starbucks Way

• Prepared by
• James J. Messina, Ph.D.

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5 Guiding Principles ofStarbucks

• Make it your own
• Everything matters
• Surprise and delight
• Embrace resistance
• Leave your mark
• Listen and respond with a greater awareness of
  opportunity

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Principle 1 Make it yourown by the 5 Ways of
Being

1. Be welcoming
2. Be genuine
3. Be considerate
4. Be knowledgeable
5. Be involved

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Make it your own by the 5 Ways of Being1. Be
Welcoming

• Questions your customers have in meeting you
• Does this staff person care to get to know me?
• Does this staff person remember me?
• Will this person take care of my needs?
• Do I matter?
• Am I invisible?

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Make it your own by the 5 Ways of Being1. Be
Welcoming

• Welcoming is
• Offering everyone a sense of belonging
• People feel they are a priority
• People have their day brightened by being
  involved with your service
• Utilize your own style to create
  this welcoming atmosphere

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Make it your own by the 5 Ways of Being1. Be
Welcoming

• Welcome people by name
• Remember that a persons name is to that person
  the sweetest and most important sound in the
  language. In fact a persons name may be his or
  her most valuable possession
• Dale Carnegie

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Make it your own by the Five Ways of Being 2.
Be Genuine

• To be genuine you must
• Connect - person must feel heard- so listen to
  both verbal non-verbal cues from person you are
  serving
• Discover go beyond the ordinary you must have
  a genuine desire and make the effort to exceed
  what your client expects
• Respond do not just listen to clients, but take
  action immediately based on what you hear- learn
  from these experiences for future client
  interactions

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Make it your own by the Five Ways of Being 3.
Be Considerate

• Be considerate of needs on a global level
• Starbuck staff people are encouraged to look
  beyond their own needs and consider the needs of
  all other such as customers, potential
  customers, critics, coworkers, other
  shareholders, managers, support staff, farmers
  who pick the beans, vendors and even the
  environment!

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Make it your own by the Five Ways of Being 4.
Be Knowledgeable

• Be knowledgeable love what
• you do and share it with others
• Add value to your efforts when you gain
  work-related knowledge
• Starbucks encourages their employees to be fully
  trained and knowledgeable about coffee

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Make it your own by the Five Ways of Being 5.
Be Involved

• Be involved Starbucks encourages employees to be
  active in their stores, their company and the
  community
• Leaders encourage employees to go beyond just
  doing their day-to-day job and to instead invest
  attentive, creative, and passionate energy for
  a Yes I Will attitude of service to others

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Principle Two Everything Matters

• Howard Shultz Retail is Detail all business
  is detail everything matters
• Reflecting the highest standards by
• Ensuring the highest level of product quality
• Excelling at customer service
• Building a rewarding culture

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Everything MattersEverything Everybody Matters!

• Store environment
• Product quality
• Training of Staff
• Development of playful culture
• Social consciousness
• Developing a felt sense in stores
• Acknowledging, celebrating, playing!

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Principle 3 Surprise and Delight

• Customers want the predictable and consistent
  with an occasional positive twist or added value
  thrown in The Cracker Jack Principle a
  surprise in every box!
• That something different which differentiates
  them from the competition and builds brand
  loyalty

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Surprise and DelightHow to Surprise and Delight

• Recognize that people anticipate hope that they
  will be dazzled!
• Look for a need then BAM-step in fill it!
• Most effective means are natural spontaneous
• Delight results from unwavering commitment to
  creating a trusting comfortable relationship

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Principle 4 Embrace Resistance

• Starbucks Values criticism
• A person only profits from praise when he values
  criticism
• Learn to create business and relationship
  opportunities when confronted with skepticism,
  irritation or wariness

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Embrace ResistanceWhat is Gained?

• You must distinguish between customers who want
  concerns resolved vs. never stop complaining or
  being satisfied
• When concerns of critics are allayed they can
  become ardent supporters
• When errors are made take direct,
  responsibility follow up with correct action
  95 of dissatisfied clients will return if you do
  so

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Principle 5 Leave Your Mark

• Starbucks believes that an important part of
  their success is linked to the powerful and
  positive impact that they have on their
  communities
• Social involvement is integral to their
  leadership mission
• They are committed to corporate
  stewardship-staff, suppliers, communities

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Leave Your MarkImpact of Leave Your Mark

• People want to do business with, work for
  invest in socially conscious companies
• Employee morale is 3 times higher in community
  involved companies
• By being involved in community based activities
  employees grow in leadership
• Value of the brand is linked to trust people have
  for it

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References

• Starbucks website http//www.starbucks.com/defaul
  t.asp
• Joseph Michelli (2007). The Starbucks Experience
  5 Principles for Turning Ordinary into
  Extraordinary. New York McGraw Hill