My Starbucks Idea Brews Customer Feedback at Starbucks

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My Starbucks Idea Brews Customer Feedback at Starbucks
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington, United States. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. The company culture focuses on customers and what they have to say. And here Starbucks faced the challenge: how to shape conversations with customers, partners and employees from all over the world, and capture the best ideas. The company decided to take its customer oriented culture online - build an online community that would allow it to engage with customers in a
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Customers can also design their vision of the “ideal” product, creating the list of the most/less popular drinks, or offering their own ideas of drinks that can be later accepted by the company. Every new product launched by Starbucks can be tested using “Vote” feature, where customers can also see other people’s ideas, and vote on the ones they like the best. “Discuss” feature enables all customer roles. In addition to the roles mentioned above, discussion forums support product marketer role – customers are able to pass along the information about new products, branches, add campaigns, and shape peer perception through dialogue discussion. It also enables product support specialist role that allows customers to share their knowledge about company and its products and expertise to extend support to other customers.
My Starbucks Idea provides two different types of experience described by S. and P. Nambisan. Customers who visit company website acquire information about the company and its products, that was described as pragmatic experience. Customers realize their product-related informational goal by interacting with peer customers and company representatives, or submitting their own ideas. On their blog customers can also see top rated ideas, and what ideas got taken up and became a Starbucks’ product. Interaction with peer enables customers to feel themselves as member of a Starbucks

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