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Starbucks

Written Case Analysis ¡V Starbucks: delivering customer service

1 - Introduction
The Starbucks¡¦ case presents three main issues:
„h Starbucks believes that it is not meeting its customers¡¦ expectation;
„h If Starbucks should believe in what customers are telling to them;
„h Company have lost its initial brand recognition;
Based on this issues I will present analysis and recommendations for each one, using exclusively data from the case to support my recommendations.

2 ¡V Insights and analysis from Starbucks
Looking at Starbucks¡¦ market research, more specifically the customer satisfaction research, it is possible to identify a gap in the relationship between Starbucks and its customers.
Nevertheless, it is important to go more deeply in this analysis and interrelate all information from the case. Because, in doing so, we can figure out some inquiries that will lead to recommendations:
1 ¡V If customer satisfaction is going doing, why in the Exhibit 7, exactly the same items which are pointed out in the Exhibit 10 as key attributes in creating customer satisfaction, have performed well over time? For instance, cleanliness is the first item in Exhibit 10 and, according to Exhibit 7, Starbucks has improved this point over time.
Legendary Service, which is scored positively when a store creates a good enough experience for customers to inspire the customer to return, is according to Exhibit 7 also increasing its percentage of four and five stars, which means, higher quality service for customers.
2 ¡V How reliable is this research? Are the customers really answering what is important for them and about what differentiate Starbucks? What kinds of customer (new or established ones) answered this research?
Considering these questions, and at same time looking at Table 1 and Table 2 (in this paper), it is possible to see that the unsatisfied customers are those ones that has started visiting Starbucks less than two years ago, the ¡§new customers¡¨....