It Takes a Pipeline

Anybody tired yet? Starbucks continues to roll out new products one after another, but that's not the way it was supposed to be. Let us recall the day Howard Schultz returned as CEO of Starbucks and promised to transform the Starbucks experience. As part of his transformation agenda, he talked of,

“Re-igniting our emotional attachment with our customers by restoring the connection our customers have with you, our coffee, our brand, and our stores. Unlike many other places that sell coffee, Starbucks built the equity of our brand through the Starbucks Experience. It comes to life every day in the relationship our people have with our customers. By focusing again on the Starbucks Experience, we will create a renewed level of meaningful differentiation and separation in the market between us and others who are attempting to sell coffee.”

And, in a letter to customers Schultz shared that,

“Twenty-five years ago, I walked into Starbucks first store and I fell in love – with the coffee I tasted, with the passion of the people working there, and with how it looked, smelled and felt. From that day, I had a vision that a store can offer a welcoming experience for customers, be part of their community, and become a warm “third place” that is part of their lives everyday – and that it can provide a truly superior cup of coffee.”

Well it is eight months later and where’s the experience? In my opinion we’ve seen little to no improvement in the customer experience. Instead Starbucks has either rolled out or announced several new products. But, no new experience.

Product Development Takes Time
A friend reminded me that changes in a big company like Starbucks take time. They must be developed, tested and improved. Changes need to make their way through the pipeline before they get a nation-wide roll out.

Fair enough. My question then is; Where’s the experience pipeline? Starbucks has been busy developing stuff to sell, but has not been developing stuff to experience. We’ve seen the product pipeline, Pike Place Roast, Vivanno, Clover, Sorbetto, the Perfect Frappuccino, Breakfast. But what have we seen come through the experience pipeline?

Very little, if anything. Some might point to the loyalty card. I might argue the loyalty card self-serving. But even if I concede the card, shouldn’t there be more?

The Experience Pipeline
People crave human contact, they also love coffee. The solution is to give them both. But it won’t be easy for Starbucks to re-ignite an emotional attachment with a customer that is no longer excited about the brand. The company has spent this year trying to figure out how to make customers buy more stuff. But people don’t go to Starbucks just to buy stuff. They can do that at McDonald’s and a convenience store.

Anyway, I am tired of waiting for the Starbucks experience pipeline, so I’m starting one right now. Here are what I consider to be Starbucks experience challenges along with ideas for the new experience pipeline.

The Challenges	The Pipeline
Uncomfortable and hard chairs Small and non-functional tables Limited, inaccessible WiFi – Access to WiFi is currently an exercise in hoop-jumping Ambient noise – can be difficult to have intimate conversations Cups –remember when we used to drink coffee from a real cup and not paper? Charm/individuality - Cookie cutter? That's not a unique experience.	More comfortable seating Convenient tables for: meetings reading work Easily accessible free WiFi - not viewed as a revenue stream but as a customer experience enhancement. Improved acoustics In-store real coffee mugs Regional “charmers” – a marketing position that is responsible for adding local individuality to each Starbucks location.

Now feel free to add your suggestion to the experience pipeline.