QUESTION [6 MARKS]

Starbucks

Today, Starbucks has more than 30 000 retail stores in 84 markets. Starbucks said
it would now focus on catering to increased consumer demand for convenience in
its core US market. Starbucks’ philosophy is pretty straightforward – they want to
reach customers where they work, travel, shop and dine. In order to do this, they
sometimes have to establish relationships with third parties that share their values
and commitment to quality. This is a particularly effective way to reach newcomers
with their brand. It’s a lot less intimidating to buy Starbucks at a grocery store than
it is to walk into one of their coffeehouses for the first time. In fact, about 40% of their
new coffeehouse customers have already tried the Starbucks brand before they
walk through our doors.

The brand is planning to introduce Mobile Order and Pay to stores in the Portland
area, with rollouts for the rest of the United States expected to happen in 2023. The
company aims to expand its leadership in the mobile sector by increasing the speed
and frequency of service and giving consumers the convenience of placing orders
before their in-store arrival. Starbucks plans to introduce a drive-through where
customers on-the-go can conveniently place and collect orders.

Starbucks tracks service performance using a variety of metrics, including monthly

status reports and self-reported checklists. The company’s most prominent
measurement tool is the customer satisfaction program called the “Customer
Snapshot.” Under the program, the shopper would rate the store on four “Basic
Service” criteria:
• Service: Did the register partner greet the customer? Did the barista and register
partner make eye contact with the customer? Say thank you?
• Cleanliness: Was the store clean? The counters? The tables? The restrooms?
• Product quality: Was the order filled accurately? Was the temperature of the
drink within range? Was the beverage properly presented?
• Speed of service: How long did the customer have to wait.
REQUIRED:
Identify and discuss elements of customer service evident in the case study. In your
own words, provide evidence from the case study to support your answer (No marks
will be awarded for quoting directly from the case study). (6)