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Customer Relationship Management (CRM) in Starbucks


Largest coffeehouse company in the world.

16,635 stores in 49 countries.

Enviable customer loyalty. Increasing sales and market share.

Analysis of Starbucks Customer-Centricity

Four Phases of Customer Orientation model

Customer Orientation Self Assessment survey Analysis of Starbucks CRM

Customer-Centric marketing strategy

Proposed CRM

Current Situation in CRM

Starbucks Rewards Card is operated by

Consona 3rd party websites

2D mobile barcode system by Codilink

In store feedback form 1-800-23-LATTE

Key Issues
Rewards Card is not free is not connected to Consona

In Store feedback forms are weak Long waiting times at 1-800-23-LATTE

Starbucks Shared Planet and Community

Involvement programs Baristas and the Community

Improve feedback: key in pads, 24x7 customer

service, better in store feedback Rewards Card program: free card, direct communication, easy use of coupons Empower the store manager and the regional office to take key decisions
Community Involvement: Increase local events like go green, get-togethers Product offerings: customize some products to suit the demographics of the area

Better BI and Data warehousing tools

Employee feedback opportunity

Improve barista-customer relations Consolidate the current customer relation systems to

one platform

Are you growing your business with CRM?

Critical Measurements
Online and store surveys to measure customer

satisfaction Employee satisfaction survey Number of Starbucks Cardholders: Customer reactivation, Cross-sell Number of customer complaints

Critical Measurements
Revenue per store/ per region
Profit per customer Customer retention, acquisition Total Revenue & Growth

Consona Enterprise CRM Solution

Consona Software is one of the top CRM solutions in

the world; has more than 4500 clients Centralized application to attain a 360 degree view Consolidation of different customer databases to a single system Starbucks deployed Consona Enterprise CRM solution within its Foodservice team Salesforce to Consona platform

Consona Enterprise CRM Solution

Easy to use: the user interface provides all key customer

information in a single location for ease of use. Customizable: Consona CRM process management module permits users to configure, modify the user interface and business processes. Powerful Analysis: Consona CRM performance management module provides score carding, reporting, analytical analysis. Consona Case management module provides all the functionality needed to manage service and support operations.

Questions and Answers

Team X Atalay, Caliskan, Hewitt, Trevor,Krishnamoorthy, Perdomo and Tokarczyk