Starbucks: Brewing Customer Experience through Social Media



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A Socially Engaged Company

In March 2012, US-based Starbucks Corporation (Starbucks) was adjudged the most socially engaged company in a study conducted by PhaseOne , an advertising research firm. The study was conducted to find out the factors that drive social media engagement, across different media. The study said that Starbucks’ media engagement through its web pages, advertisements, and social network sites, was focused on individual customers and each customer’s experience with the brand.

PhaseOne observed, “Starbucks, which the study ranked as the most successful in social media engagement, has a brand that uniquely delivers its story with consistent messaging and strategy across all of its touch points.” The other brands that were most socially engaged, according to PhaseOne, were Audi, McDonald’s, RedBull, and American Express. (Refer to Exhibit I for the details of how PhaseOne measured social media engagement).......

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The history of Starbucks dates back to 1971, when the ‘Starbucks Coffee, Tea, and Spice’ store was opened in Pike Place Market in Seattle, Washington. After Howard Schultz (Schultz) acquired the company in 1987, Starbucks started setting up outlets which were a combination of a retail coffee-bean store and an espresso café. Over the years, Starbucks built the brand through its employees, known as partners. The baristas in each of its retail outlets were customer-friendly, and provided a high level of service. They were responsible for creating a good impression about the brand and providing a great customer experience. ......

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