Customer Relationship Management Starbucks Corporation

EXECUTIVE SUMMARY This document include a survey about Starbucks. I went to a Starbucks on Xinhua lane as a mystery shopper. Starbucks Corporation (NASDAQ SBUX) is an international coffee and coffee bar chain based in Seattle, Washington. Starbucks is the largest coffee bar surface with in the world, with 17,009 monetary funds in 55 countries. (starbucks, 2011) In this report I will tell you my visualize of macrocosm a mystery shopper. I will analysis my scenario as a mystery shopper and what I did at the starbucks. I will render starbuckss customer assist with my k this instantledge of fondle peeves and 14 factors of bon ton culture.And also, I will c tout ensemble down some solutions to improve the retail starbuckss customer servise. CONTENTS C all e reallyplace page.. 1 Executive abstract.. 2 Contents.. 3 Introduction4 Discussion.. 5 app arent movement 1 5 point 28 Question 39 Question 4 11 Question 5 13 Conclusion. 14 Reference list. 15 foundation Starbucks i s the largest coffeehouse union in the world, with 17,009 origins in 55 countries.Thats why I chose starbucks. Starbucks is still inadequate, still need to strengthen and improve. In this experience, I was precise carefully to record every detail, and try to remember them. I believe that no matter how perfect management system they establish at that place still has a loophole. This report will bring starbucks cracking benefits. I will analysis my scenario as a mystery shopper and what I did at the starbucks. I will describe starbuckss customer service with my knowledge of Pet peeves and 14 factors of company culture.And also, I will purport some solutions to improve the retail starbuckss customer service. DISCUSSION Question 1 Explain about the retail store. You need to look for companys information on internet. Starbucks Corporation (NASDAQ SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in th e 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 apportions drip brewed coffee, espresso-based stifling draws, a nonher(prenominal) hot and c previous(a) drinks, coffee beans, salads, hot and cold sandwiches and Panini , pastries, snacks, and items much(prenominal) as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the companys products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at foragestuff stores. From Starbucks founding in later forms in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly.In the 1990s, Starbucks was applying a wise store every workday, a pace that continued into the 2000s. The freshman store outside the United States or Canada open(a ) in the mid-1990s, and overseas stores now constitute al closely one third of Starbucks stores. The company planned to open a net of 900 new stores outside of the United States in 2009, nevertheless has announced 900 store closures in the United States since 2008. The company is named in startle after Starbuck, Captain Ahabs first mate in the novel Moby-Dick, as well 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 ensnare One Cup at a Time, the name of the company was derived from Moby-Dick, although non in as direct a fashion as many assume. Gordon Bowker samed the name Pequod (the ship in the novel), notwithstanding his then seminal 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, starbuckss logo had changed three terms. The first Starbucks was opened in Seattle, Washington, on March 30, 1971 by three partners English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired by enterpriser Alfred Peet (whom they knew personally) to sell senior high school- quality coffee beans and equipment. The name is taken from Moby-Dick after Pequod was rejected 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 Pike Place, where it system to this day. During their first year of operation, they purchased green coffee beans from Peets, then began buying now from growers. The Starbucks Center, Seattle. The company HQ, in the old Sears, Roebuck and Co. catalog distribution center twist Entrepreneur Howard Schultz joined the company in 1982 as Director of retail Operations and Marketing, and after a trip to Milan, a dvised that the company should sell coffee and espresso drinks as well as beans.Seattle had become home to a thriving countercultural coffeehouse scene since the opening of the Last Exit on Brooklyn in 1967, the owners rejected this idea, believing that getting into the beverage business would upset the company from its primary focus. To them, coffee was something to be prepared in the home, but they did micturate 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 successful they are. I believe that no matter how perfect management system they find there still has a loophole. I go to starbucks not precisely as a coffee drink er, but as someone who was mirthful with both the service, and quality of my request. The number of choices one has almost makes it impossible to be dissatisfied with whatever you get, and get this you can arrive at them make it over or how you want it specifically if you are dissatisfied.Starbucks has taken the opportunity that other small business bracent yet. This is why so many people 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 definitely hunch forward starbucks. It is a cool place to relax and hangout. I dont only 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 delicious 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 starbucks as a mystery shopper for three times . For the first time,I walked into starbucks, the server said hello to me, and asked me what do I want to drink, so, I reproducible a cup of lattle. The host asked me whether I need any confection or not. I logical a piece of cheese cake. And I paid for both of them, the waiter give me my order. He smiled warmly and wished me a nice day. For the second time, I bonny 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 big sized 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 greet is friendly, or if they didnt greet the customer the greeting is friendly. ?The questions asked by th e shopper to find a suitable products the answer is very good. The types of products shown (if they suggest too expansive products) they just introduce me some new product. ?The gross revenue 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. ? run of service fast Store appearance, and grooming/presentation the decoration 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. ?Ask them if there are any kinds of student discount program. Did th ey reply to you in seemly manner? yes ? Ask them if refund or exchange is possible when youre not happy with the product. How did they respond to you? food product can not change, they feel 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 good, most expand do very well. I didnt feel being ignore, because they advance 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 poor 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 service. In short, I was satisfied with the customer service. 14 factors of company culture ?Greeting customers do very well ?Initiating conversation do very well ? rightfully complimenting customers do very well ?Calling customers by name I dont know ?Establishing and maintaining eye contact good line of credit ?Ask for feedback just so so ?Listening skillfully do very well ?Say polite words do very well ?Smiling good job ?Using good reverberate techniques just so so ?Using appropriate touch techniques just so so Enjoying people do very well ? beingness positive about selling do very well ? reflection 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 values and it shows. And because we believed in what Starbucks offers us, we give value to it by being loyal. Question 5 declare oneself some solutions to improve the retail stores customer service .A a few(prenominal) of the Starbucks coffees are not so bad but the problem is that they practically sit for a very long time before being served. Usually, the better coffees are not available brewed. My biggest personal gripe with Starbucks is that they replaced all of the espresso machines with automatic versions over the past few years. The quality and strength of the espresso has departed 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 fancy compound 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 Serve. Theres no greater intent in life than service to others. An d indeed, Starbucks are one of those company who are living and being true to this famous line. In its book authorize Its Not about Coffee, the author and previous 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 top 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 organizations 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) triple Important Lessons From Starbucks ?If we have vision it creates magic. ?When we are sure of our value it create s counseling 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