Starbuckscoffee is considered as one of the largest success stories in American history.The founders of this company started from humble beginnings and has worked itsway to the top earning a rank as one of the 100-top most powerful brandsworldwide. The company garnered various awards from being the favorite coffeebrand of most consumers.
With more than 20,000 branches all over the world,that proves how much people loves starbucks that they stuck to their favoritebrand and thus, witnessing non stop growth and development of the Starbuckscoffee. Building consumer loyalty has been the first priority of starbucks,they won the hearts of each consumer by offering them quality and uniqueservice from all other coffee shops. The unique service that the company offersis actually the reason why Starbucks attracted so many people- frompersonalised coffee and making them feel at home when they order their coffee. The Starbucks coffee first opened in PikeMarket Place, Seattle, Washington in the United States back in 1971.
The nameStarbucks was evoked from romance of the high seas and the seafaring traditionof the early coffee traders. Starbucks was founded by Jerry Baldwin, Zev Siegland Gordon Bowker, who met while they were students at University of SanFrancisco. Starbucksis known for its great coffee.
It is also known for its genuine service. When Ifirst walked in to a Starbucks store, the aroma of the world’s finestfresh-roasted whole bean coffee is the first thing that is going to welcomeyou. You will notice that people stay there either to do work or to spend greattime with other people. Their coffee house is a great community that is alwaysfilled with joy and laughter. By the counter, you will be greeted by serverswith charming personality, and if you think your drink was made with a mistake,they will not hesitate nor think twice to remake your drink. Accordingto Forbes magazine, Starbucks is #49 top regarded company in the world.
Starbucks, with twenty-four thousand branches collectively, hassuccessfully expanded their business in 70 different countries in the world.(Forbes, 2017) Their first international coffeehouse was first opened in Tokyo,which was warmly welcomed in 1996. Starbucks connects community, whichtranscends language and culture. This is why millions around the world haveembraced Starbucks. It was on December 4, 1997 when the Filipinoshad its first taste of starbucks experience when they opened their first branchin Makati City. The branch is located in the business district of Metro Manilaperfect location for coffee lovers.
According to their website, Philippines isthe third market to open outside North America meaning to say that Filipinosare widely known for their love for coffees. The coffee retain its crown as thestaple drink of filipinos, that even big fast food corporation have to adapt tothe filipinos’ obsessive cravings for coffee. One perfect example for thatscenario is when the famous international fast food chain McDonald’s added IcedCoffee to their menu.
Thelogo of starbucks has a long history as well. The original logo ofStarbucks was the image of a Greek mythology. It is a “twin-tailed mermaid,” orsiren. This Greek mythology uses sirens to lure sailors dock their ships offthe coast of an island in South Pacific. Starbucks logo was used as a metaphorto lure coffee lovers from every corner of the world.
Through decades,Starbucks logo underwent noticeable changes. Even after all the changes, the’Mermaid/Siren’ logo still remains, despite the business design corporatepolished look and which became the heart of Stabucks and helped the companybecome what it is today. The development and success ofStarbucks is recognized by all sectors but this would not be possible withoutthe help of their loyal consumers who have been with them every step of theway. The heart of Starbucks will always be their customers. The company’s mainbusiness communication is to connect to their customers via unique and qualityservice.
For me, one the key aspects in satisfying their customer and retainingthem to be loyal to their company is how their baristas interact with thecustomers. All their baristas in my experience are very well trained when itcomes to interacting with their customers – from creating a rapport with asmile and a “good morning” upto shouting the names of the customers once theirorder is ready. A major contribution to that is the company created their ownlanguage for the customers, one example of language is knowing the sizes, asmall is a tall, a medium is a grande and a large is a venti .
One of thepillars of a great customer service is the staff having a proper training,support from the management, and tools for them to gain the ability forautonomy and decision-making when interacting with the customers. (Martins,2012) “Through regular communication withcustomers even during times of strife and duress, a company would be able tokeep customers at ease and prove to be an indispensable ‘partner’ even in goodtimes.” (Newman, 2017) The baristas are there to make your life easy andmake you the best day by getting the best coffee in the world as they claimed. Additional toolto their success is adapting to technology by offering free wi-fi when youorder anything in their menu. “The business’market’ today is extremely volatile, and only those companies will survivethat learn to adapt swiftly to changes.” (Newman, 2017) This has becomeone the best campaign they did for their customers.
Starbucks keeps up with theever changing technology by offering free Wi-Fi because they learned that mostof their consumers – from businesswoman to students all around the world whopurchased their coffee does their work in their store because they like thesmell of brewed coffee plus good playlist that helps increase theirproductivity and drive to study/work. Thus, making starbucks coffee their thirdhome. It is amazing how one brand canchange people’s lifestyle that some people has actually considered Starbucks astheir third home from countless of group studies during college, and clientmeetings growing up. This company continues to succeed by sticking to theirheart which is their customers by knowing their wants and needs and adapting itto their superb service. Let’s not forget to aknowledge the people behind thesmile of each customer- the employees who used positive practices and empathyto build starbucks community. Indeed, starbucks experience is unique from allothers and this is evident to the success of Starbucks.
