Post on 09-Jul-2015
description
STRABUCKS
ASK YOUR CUSTOMER FOR A HELP
WEB 2.0 EXPERIENCE
Introduction
Starbucks`s stock price was going down,
then the entire market grew up.
The management decided to implement the
Web 2.0 technology to collect customer`s
ideas and feedbacks
Learn about the mistakes they made
and that they have learned
Market doesn`t believe in Starbucks
Starbucks Corp. (SBUX)
2008
But still love coffee
Tim Hortons Inc (THI.TO) competitor
The Case
We have to be open for our customer
needs !
YES SIR !
Corporate
MEETING
CEO VP STRATEGY
What is Web 2.0 ?
Aha ! Web 2.0 it is about the
customer who helps company to growth
Gotcha !!
Web 2.0 includes a social element where users generate and distribute content, often with freedom
to share and re-use. This can result in a rise in the economic value of the web to businesses, as users
can perform more activities online...
.. and customers are willing to help !
If we implement your idea, we may give you credit on the site, but we won’t be compensating customers
if their ideas are chosen
BUT
did Starbucks
really care ?
Customers responded accordingly
Recommendations NEEXT WEEK
the non-compensation rules
WAS DELETED
EVERY CUSTOMER
received the reward
The stock normalized
Starbucks Corp. (SBUX)
A single action can change the
situation just temporary
After rebranding in 2011 we
have checked if Starbucks
has changed its attitude to
customer's needs or not.
New Logo, but still the same troubles
Do not put the attention
Do not care about the results
Do not concern
Didn`t learn nothing
Unfortunately, after working with Starbuck`s
customers support, we have to conclude, that they:
… If so, how long
they could survive ?
Recommendations
for companies creating
the social capital
Stop exploiting
YOUR CUSTOMERS !
Web 2.0
Is not about the exploitation,
It is about the cooperation !
To DO:
- Make in comfortable
- Make it easy to access (no tons passwords)
- Make it sharable to any social network
- Make it manageable (delete , change, edit)
- Make it capable (no text, or graphics limits)
- Make it interactive (pictures, video, audio)
- Make it easy to store, find and sort ideas
NOT to DO:
- Do not create too much policy
- Do not kill customer (block or delete)
- Do not ignore the issues
- Do not delay the solution
Tools are important
To DO:
- Compliment EVERYONE !!!
- Individually compliment the best individuals
- Show your interest by asking questions
- Connect with internal professionals
- Reward (discounts, tickets, your products)
- Celebrate (invite to a party)
NOT to DO:
- Do not be a robot
- Do not use the e-mail templates
- Do not ignore comments and complains
- Do not be anger
- Do not say just “Thank you”
Community is everything
To DO:
- Value every idea (keep it, store, organize)
- Discuss and share ideas with colleagues
- Help to develop ideas and participate in discussion
- Create the community of experts
- Present the best ideas to the management
- Invite customer to your team
NOT to DO:
- Do not ignore
- Do not delete ideas
- Do not develop any rating and voting system
- Do not create any competition
- Do not be stupid !
Value in participation
MADE BY CUSTOMER
TORONTO 2008