STRATEGY : My Comments to Starbucks Customer Service

A little while ago I spoke to a charming and very efficient customer services representative at Starbucks about an issue I had with their loyalty card.

Although that issue was resolved seamlessly, I also felt the need to suggest the following :

1 : Offer auto top-up on company loyalty card : it’s a faff topping up a loyalty card as the process involves 2 card transactions – particularly off-putting at peak times (when you are most likely to be in there). Plus, why add something else to do to someone’s ever increasing list of things to do? I generally don’t bother to top up and instead pay with money or a debit card (1 transaction).  Also, when it comes to my caffeine habit I like to follow an ignorance is bliss strategy – I’d rather not know how much I’m spending on external coffees when I should be making them all at home.  By having to constantly top up myself I am only too aware of this expense. 

2 : Offer organic milk : Starbucks is really behind its competitors with this one.  The company focus on Fair Trade which is great, but I’m equally concerned with organic when it comes to milk – I want milk from cows who have a better diet and have grazed on grass. I’m sure I’m not alone on this one.

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