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Starbucks: Brewing Customer Experience through Social Media
Abstract
US-based Starbucks Corporation (Starbucks), one of the largest coffee house chains in the world, was in trouble in 2008, when sales started to fall. The founder, Howard Schultz, who had left the company in 2000, returned as its CEO. At that time, along with several other initiatives to turn the company around, Schultz focused on providing the best customer experience. While many companies used social media as a marketing platform, Starbucks used it to provide customer experience, build customer relationship, and give them insights into the company. Social media was used to relaunch products, launch new products, increase the understanding of the brand, build social awareness, etc. Customers could submit their ideas about improving products and services at Starbucks, the company considered the ideas and implemented several of those ideas. |
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Issues
The case is structured to achieve the following teaching objectives:
- Examine the impact of social media on business
- Assess how social media can be used to address the stakeholders
- Discuss how social media can be used as a communications channel
- Evaluate the role of social media in brand building
- Understand the use of social media to get targeted market response
- Understand the role of social media in improving customer engagement
| Contents |
| A Socially Engaged Company |
| Background Note |
| Starbucks Embraces Social Media |
| Mystarbucksidea |
| Moving Ahead |
| Social Media To Improve Customer Engagement |
| Conclusion |
| Exhibit |
Keywords
Starbucks, Social Media, Facebook, Twitter, YouTube, mystarbucksidea.com, customer engagement, social media engagement, Howard Schultz, Instagram, Foursquare, Brightkite, VIA, Frappuccino, Chief Digital Officer,