It is a hot sunny morning today and I have not yet had my coffee fix. So I saunter on over to my local Starbucks where I go regularily. I want my morning fix.
I am standing in front of my happy, smiling local barrista and she asks me what I want today? On the counter staring at me is a cute hand drawn sign by Candice telling me her favorite is a peppermint chocolate chip frappucino®. I look up and the blackboard tells me that I can choose what I want, in My Frappucino® .
I make my choice, and Candice writes my name on the cup,repeats my order to her partner , I pay with my Starbucks card and head on down the counter to await My Frappucino. A smiling face serves it to me and repeats my name and my choice.
Seems like a simple story. WRONG. This is one of the most carefully executed marketing plans that I have seen since Burger King did it’s Have it Your Way campaign.
I have a need and Starbucks® not only just gives me a coffee but it upsells the price point to me with me not even feeling the upsell, versus “Do You Want Fries With That?”. It has moved me up the price chain, and personalized my experience with startling precision. It has also reinforced me in my decision by repeating my name and my choice. Think about it.
What is taking place here is an example of a carefully planned and executed marketing strategy because Starbucks® thinks about their customer experience and trains on execution. Are you doing that in your business? Is every customer interaction something that makes your buyer feel listened to and satisfied with their experience ? If not make sure you review your marketing system so that your customer experience is differentiated and then execute on your strategy relentlessly and thoughtfully according to plan.
