Customer Relationship Management Starbucks Corporation

EXECUTIVE SUMMARY This chronicle included a survey round Starbucks. I went to a Starbucks on Xinhua road as a riddle story shopper. Starbucks Corporation (NASDAQ SBUX) is an international cocoa and coffee bar scope based in Seattle, Washington. Starbucks is the largest coffeehouse caller in the world, with 17,009 investment associations in 55 countries. (starbucks, 2011) In this report I allow enounce you my experience of existence a mystery shopper. I pull up stakes abridgment my scenario as a mystery shopper and w eyelid I did at the starbucks. I will describe starbuckss guest attend with my have it offledge of Pet peeves and 14 factors of smart set culture.And also, I will suggest some solutions to im call down the retail starbuckss client servise. CONTENTS Cover page.. 1 executive summary.. 2 Contents.. 3 Introduction4 tidings.. 5 interrogate 1 5 Question 28 Question 39 Question 4 11 Question 5 13 Conclusion. 14 Reference list. 15 INTRODUCTION Starbucks is t he largest coffeehouse high society in the world, with 17,009 bloods in 55 countries.Thats why I chose starbucks. Starbucks is still inadequate, still need to streng thus and improve. In this experience, I was really carefully to record e genuinely detail, and try to play on them. I cerebrate that no matter how perfect management scheme they have t present still has a loophole. This report will solve starbucks great benefits. I will analysis my scenario as a mystery shopper and what I did at the starbucks. I will describe starbuckss guest service with my knowledge of Pet peeves and 14 factors of comp any(prenominal) culture.And also, I will suggest some solutions to improve the retail starbuckss customer service. parole Question 1 Explain about the retail store. You need to look for beau mondes information on internet. Starbucks Corporation (NASDAQ SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse com pany in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and over 150 in Turkey.Starbucks sells fell brewed coffee, espresso-based hot befuddles, other hot and chilly drinks, coffee beans, salads, hot and cold sandwiches and Panini , pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear symphony brand, the company also markets ledgers, music, and film. Many of the companys products are seasonal or particular proposition to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. From Starbucks assembleing in later forms in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly.In the 1990s, Starbucks was opening a tender store e actually workday, a pace that continued into the 2000s. The prototypical store outside the United States or Canada opened in th e mid-1990s, and overseas stores now constitute al more or less one third of Starbucks stores. The company be after to open a net of 900 new stores outside of the United States in 2009, but has announced 900 store closures in the United States since 2008. The company is call downd in part after Starbuck, Captain Ahabs premiere gear mate in the refreshful Moby-Dick, as closely as a turn-of-the-century mining camp (Starbo or Storbo) on Mount Rainier.According to Howard Schultzs book Pour Your Heart Into It How Starbucks Built a beau monde One Cup at a Time, the relieve oneself of the company was derived from Moby-Dick, although not in as direct a fashion as many assume. Gordon Bowker samed the name Pequod (the ship in the novel), but his then creative partner Terry Heckler responded, No ones going to drink a cup of Pee-quod Heckler suggested Starbo. Brainstorming with these two ideas resulted in the company being named after the Pequods first mate, Starbuck.And also, starbu ckss logo had changed three times. The first Starbucks was opened in Seattle, Washington, on March 30, 1971 by three partners face teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired by entrepreneur Alfred Peet (whom they knew personally) to sell high-quality coffee beans and equipment. The name is taken from Moby-Dick after Pequod was jilted by one of the co-founders, the company was named after the first mate on the Pequod, Starbuck.From 19711976, the first Starbucks was at 2000 Western Avenue it then was relocated to 1912 superhighway Place, where it remains to this day. During their first year of operation, they purchased green coffee beans from Peets, then began purchasing directly from growers. The Starbucks Center, Seattle. The company HQ, in the old Sears, Roebuck and Co. catalog distribution amount of money building Entrepreneur Howard Schultz joined the company in 1982 as theatre director of Retail Operations and Market ing, and after a trip to Milan, advised that the company should sell coffee and espresso drinks as salubriousspring as beans.Seattle had become hearth to a thriving countercultural coffeehouse scene since the opening of the Last passing game on Brooklyn in 1967, the owners rejected this idea, believing that getting into the beverage commerce would distract the company from its primary focus. To them, coffee was something to be prepared in the home, but they did give away free samples of pre-made drinks. Certain that there was money to be made selling pre-made drinks, Schultz started the Il Giornale coffee bar chain in April 1986. (starbucks, 2011) Question 2 Explain why you chose the retail store.Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries. Yeah, its rather unremarkable. Starbucks is everywhere. What is remarkable is how no-hit they are. I believe that no matter how perfect management clay they have there still has a loophole. I go to starbucks not bonny as a coffee drinker, but as individual who was pleased with both the service, and quality of my request. The number of choices one has almost checks it infeasible to be dissatisfied with whatever you get, and get this you commode have them ingest it over or how you want it specifically if you are dissatisfied.Starbucks has taken the hazard that other small business havent yet. This is why so many heap drink it. Its everywhere, convenient, and practical as a beverage seller. If you personally dont like the coffee, they have entire menu with things that are not coffe. I in spades sack out starbucks. It is a cool place to relax and hangout. I dont just now order coffee there anyways. I love their pastries and lattle . I love how they give a calming aura. It gets my stress off. And really coffee is yummy depends on the taste buds of the person. Question 3Explain about your scenario as a mystery shopper and what you did at the outlet. I went to sta rbucks as a mystery shopper for three times. For the first time,I walked into starbucks, the waiter said hello to me, and asked me what do I want to drink, so, I ordered a cup of lattle. The waiter asked me whether I need any dessert or not. I ordered a piece of quit cake. And I paid for both of them, the waiter handed me my order. He smiled heartily and wished me a nice day. For the present moment time, I just sit here ,and didnt order anything. Luckily ,they didnt push me away.For the third time, I ordered a cup of Mocha Frappuccino, but I found a hair in it. I was very surprised and I told the waiter about it. He changed my drink to a larger coat one, and apologized to me . I was very satisfied with their service. Check points ?Number of employees in the store on entering 3. ?How long it takes before the mystery shopper is greeted 3 second. ?The name of the employees zhangqin machao zhangwei. ?Whether or not the greeting is friendly, or if they didnt greet the customer the greeting is friendly. ?The questions asked by the shopper to chance on a suitable products the answer is very favourable. The types of products shown (if they suggest too expansive products) they just introduce me some new product. ?The gross r neverthelessue arguments used by the employee(if you felt sales pressure) no I didnt felt any stress ,theyre all very kind. ?Whether or how the employee attempted to close the sale they didnt close the sale, they just handed your order default to close the sale. ?Whether the employee suggested any add-on sales yes. ?Whether the employee invited the shopper to come back to the store yes. ?Cleanliness of store and store associates the store is very clean. ?Speed of service fast Store appearance, and grooming/presentation the ribbon is very fashionable, and in order to meet the Christmas, Christmas decorations are everywhere. ?Was it easy to find the store in a shopping center or in a street ? yes, its easy to find starbucks on Xinhua road. ? claim them if there are any kinds of student discount program. Did they reply to you in proper manner? yes ? Ask them if refund or exchange is executable when youre not happy with the product. How did they respond to you? food product can not change, they go through sorry about this, they ask me some questions about the food so that they can improve.Question 4 Describe the retail stores customer service with your knowledge of Pet peeves and 14 factors of company culture. Pet peeves I think starbuckss service is very thoroughly, most details do very well. I didnt touch sensation being ignore, because they say hello to me, when I came in . And also, I didnt feel high pressure sales, they just suggest me sincerely . But the second time I do this report , I was disappointedly with the worthless quality work, I found a hair in my cup, they do not very well about the cleaning. But they changed my drink to a larger sized one, and apologized to e . I was very satisfied with their se rvice. In short, I was satisfied with the customer service. 14 factors of company culture ? salute customers do very well ?Initiating conversation do very well ?Sincerely complimenting customers do very well ?Calling customers by name I dont know ?Establishing and maintaining eye contact good job ?Ask for feedback just so so ?Listening skillfully do very well ?Say polite words do very well ?Smiling good job ?Using good telephone techniques just so so ?Using appropriate spectre techniques just so so Enjoying the great unwashed do very well ?Being positive about selling do very well ?Watching your workplace attractiveness good job The good service with The old chairs and table, friendly barista, soothing music and the aroma of the coffee makes you feel relaxed and at home. Starbucks gives us the feeling of relaxation and belonging. We feel it because Starbucks is true to its harbor and it shows. And because we believed in what Starbucks offers us, we give value to it by being loyal . Question 5 Suggest some solutions to improve the retail stores customer service.A few of the Starbucks coffees are not so bad but the problem is that they often sit for a very long time before being served. Usually, the better coffees are not available brewed. My biggest personal flush with Starbucks is that they replaced all of the espresso machines with automatic versions over the past few years. The quality and military unit of the espresso has gone down substantially and the price is no longer even partly justified since it no longer takes time, effort, or skill to make espresso beverages. most of their drinks have so much sugar and calories, and they have this picture complicated lingo to place a coffee order. hat should be so simple I believe most people like Starbucks is because is in style even though they dont really know what they are drinking. Starbucks should care more about our healthy And also, the employees need to be more carefull. CONCLUSION Thats What They Se rve. Theres no greater purpose in life than service to others. And indeed, Starbucks are one of those company who are living and being true to this famous line. In its book entitled Its Not about Coffee, the author and antecedent CEO, Howard Behar, have mentioned that Starbucks is all about People.From their employees to its customers and suppliers, they give priority to people and relationships. And to prove it, they do not call their employees as staff, which most of us are being called by our bosses. Instead, they call all employees from below to conduce as partners. Because they truly believes that each and everyone is contributing to the success and growth of the Company. They believe that each and everyone can be a great contribution to an ecesiss success, and the world for that matter. Amazing isnt?And that reason alone is why a lot of people is giving back the value that this Company is providing them. (starbucks, 2011) Three Important Lessons From Starbucks ?If we have v ision it creates magic. ?When we are sure of our value it creates direction and feeling on what we offer others. ?If we prioritize on people, we do not need to look for the reward and recognition, it comes to us. REFERENCES LIST http//www. starbucks. cn/ http//en. wikipedia. org/wiki/Starbucks http//www. ihatestarbucks. com/why. php