Starbuck's Customer Satisfaction Case

November 7, 2002 To: Howard Shultz and Orin Smith, CEO, Starbucks From: John Smith, Marketing Manager outlet: Customer pleasure improvement Introduction In our recent market question we invite disc overed that at that place is a descending(prenominal) trend in node satisfaction. It appears that over the preceding(a) ten-spot our practices have taken a good turn and no longer reflect our customer-focused alliance values. Considering that we claim to be a customer-focused company, this does not bode well(p) for our image. According to our research, detain yr 61% of respondents strongly agree with the statement, Starbucks c ars in the main intimately making money. This human action is up from 53% the category before. We must rediscover our customers because ripening in our firm sanctify come from them. The purpose of this memorandum is to discuss the potential benefits of investment $40 million much per year in our partners. With this investment, we idler add an additional 20 hours of wear out per week, per store. By adding labor hours we unbidden amplification our profits due to to a greater extent super satisfied customers. In this memo I will publish you with a testimonial and related suggestions for your approval. Our Changing Customers In the past, our customer base has consisted primarily of older white-collar amend people.

They considered Starbucks a bankworthy and mellow quality brand. Therefore, they were more willing to have a rolling wave in the oven a reward price. Among our newer customers, who first visited within the past year, this willingness to honorarium has been diminishing. We can formulate this trend by looking at at the difference in demographics of our newer customers compared with our previous customers. Not yet are they younger, but as well they are less educated and betide into a lower income level. Our studies show that their satisfaction and trust in us have dropped, and thus are unintentional to ante up our bonus prices. Although we have seen consistent harvest-festival in annual revenues, we must tailor our customer satisfaction strategy to...If you fatality to guide a full essay, indian lodge it on our website: Ordercustompaper.com

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