Analysis Of Starbucks And Customer Satisfaction

Starbucks Senior VP of Administration Christine Day is thinking on how she will present her plan to improve Starbucks’ customer satisfaction. Currently, Starbucks “snap shot” program of mystery shoppers shows a picture that the stores are operating effectively in the areas they fell to improve customer satisfaction. However, recent surveys have revealed that the company’s perception of what drives customer satisfaction differs from the actual expectations of the customer. As per the company’s 2010 Annual Report, customer satisfaction scores continues to increase on the basis of good customer service/speed, friendliness and cleanliness. But it was surprising that the above two factors were the top two responses for how Starbucks could improve customer satisfaction. That is why Starbucks CEO Howard Schultz placed an additional focus on these areas in his letter to investors.

According HBR article “Putting the Service-Profit Chain to Work,” put an view on what drives customer loyalty and the impact of having lifelong customers on the bottom line. They also say that increasing employee satisfaction leads to an increase in employee retention/productivity which eventually helps to improve customer satisfaction, and that ultimately leads to increase loyalty and profitability. It was also mentioned that the results of the Starbucks opinion surveys were highly positive but the increasingly more difficult and time consuming beverages are adding more strain to their operations.

I firmly believe that with the addition of more labor hours could make the partners’ day to day tasks less stressful and increase their efficiency which will help them to focus on the speed of their service, level of friendliness and also on cleanliness of the