mcorina
mcorina |
Member Since Sep-16 2007 |
|---|---|
| Last Active over 13 years ago | |
| 2 Brainstorms | |
| 23 Ideas (Public + Private) | |
14 ideas
How did starbucks influence the behavior of its customers?
created over 14 years ago, last activity over 3 years ago26 ideas
What makes something 'inovative'?
created over 15 years ago, last activity over 3 years ago
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 [over 14 years ago]
About how the customer is not always right : http://www.slideshare.net/jasonoke/the-customer-isnt-always-right [over 14 years ago]
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 [over 14 years ago]
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 [over 14 years ago]
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 [over 14 years ago]
About the starbucks lingo for the sizes : How Big Is “Tall�
by Aradhna Krishna
also from HBR 2005 (April i think) [over 14 years ago]
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
[over 14 years ago]
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 [over 14 years ago]
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? [over 14 years ago]
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 [over 14 years ago]