Open Brainstorms
How did starbucks influence the behavior of its customers?
" We changed the way people live their lives; what they do when they get up in the morning, how they reward themselves, and whre they meet." What does it take for customers to change their behaviour like that? - Did it matter what kind of customers they picked in the first place? - Are the buyers, users and payers the same and does starbucks handle this differently from timmi-tim-tim and java U? - What values do customers follow? - What was most important for starbucks : the personal traits, the personal context, the market context or market traits? Did they do this differently from competition? - Do you think the perception people have about starbucks may have changed their habits in terms of purchases? - Did Starbucks have to "teach" (educate) its customers for them to be better buyers? If so, how did they do that? - Using table 5.7 p.195 -- how do you think starbucks can use the feelings, needs and psychographics of its customers to modify their behaviour? - Think too, of whether each of the following examples apply to competition too. Are Starbucks consummers fundamentally different from Java U or Tim Hortons? What differences can you see in how they are treated and how they respond? Is it just a coincidence?
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Brainstorm Info
| Creator: | mcorina |
|---|---|
| Created: | over 15 years ago |
| Activity: | about 4 years ago |
| Users: | 3 |
| Ideas: | 14 |
14.
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13.
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12.
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11.
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10.
About customer delight (this is a fun littleppt but i actually also do have the HBR article Why Safistied Customers Defect where this is explained) : http://www.slideshare.net/andyhanselman/how-to-create-devoted-customers
9.
About how the customer is not always right : http://www.slideshare.net/jasonoke/the-customer-isnt-always-right
8.
To understand the starbucks culture here is a manifesto that sums up a book writen about it : John Moore Sharing insider information, John Moore gives us a peek into the corporate culture that informs the unparalleled success of the Starbucks brand. http://www.changethis.com/26.02.TribalKnowledge
7.
Another interesting document I found which you might be interested in exploring is : John Moore In response to Howard Schulz’s memo citing his concern over the direction Starbucks is headed, John Moore, a former long-time marketer at Starbucks, enlists the ‘Starbucks Board of Customers’ (i.e. readers of Moore’s blog and Starbucks customers) to propose which changes the company must make to maintain (reclaim?) its integrity.
http://www.changethis.com/33.01.WhatStarbucks
6.
they talk about how customers really behave in The Customer Has Escaped
Traditional go-to-market strategies don’t work because they assume customers will stay in the channels that were designed for them. Time for a fresh look at how shoppers really behave.
by Paul F. Nunes and Frank V. Cespedes
HBR nov 2006
5.
About the starbucks lingo for the sizes : How Big Is “Tall�
by Aradhna Krishna
also from HBR 2005 (April i think)
4.
other article from HBR regarding how the price can change the customer's attitude : Pricing and the Psychology of Consumption
The way you set prices doesn’t just influence demand. It also guides the way buyers use your product or service—and that can have a lasting impact on customer relationships.
by John Gourville and Dilip Soman
3.
Ok regarding how Starbucks could redifine its customers to better modify their behaviour - it goes through a new kind of segmentation. I found this in the harvard busienss review issue of February 2006 : Rediscovering Market Segmentation
The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or whose needs are not being met.
by Daniel Yankelovich
2.
In my opinion personal context (culture, groups, personal worth and social causes) is Starbuck's biggest marketing strength - you see it in how they train the staff and how they tailor their service to the public. Because they went for a globalization rather than regional strategy, they are not very sensitive to the market context or the market traits (they do tailor with cold drinks and such but it's still pretty standardized). And personal traits - a little but not too much. So: personal context
1.
Sometimes we get orders from one person for their boss or their wives and they don't really know what to order, but most of the time the buyer is the payer and the user as well. we are often faced with lack of expertise, and lack of time when there is a role specialization. How does that impact the way we interact with the customer?