Starbucks CEO Howard Schultz announced that Starbucks will start delivering coffee and other hot drinks to customers on a daily basis. It sounds pretty good, having a tasty beverage served to you at your desk, doesn’t it? We don’t know the details yet, but in any case, Starbucks is an extraordinary brand as far as customer experience and storytelling are concerned. On the business2community.com website they told us more about the company’s successes.
Smart brand management: New experiences worth sharing
When you search for “Starbucks delivery” on Google, you will find that media coverage is substantial, as is the buzz on social media. 14,000 mentions on Twitter is not a bad result. Many people have passion for coffee and they are inclined to share the story the company has shared. The concept of the story created by Starbucks is easy to relate to. The idea of delivering beverages directly to customers' desks is both courageous and cool. People will be keen to give it a try and when they finally get their beverage delivered, they will share their new experience with their acquaintances on their social networks.
Starbucks has succeeded in building many loyal customers who love the brand and the experience connected to it. These customers feel a rapport with the company and are willing to hand over a rather high proportion of their income to get a hot beverage from them every morning, and furthermore, they are happy to do it.
Affinity for the brand
The company knows that offering a good quality customer experience is a necessity, but to improve they need to innovate in order to retain their customers. No matter how special the experience is, it fades as time goes by. That is why the introduction of a new service is really important, since it gives every customer a reason to fall in love with the brand again and again, or at least remind them why they liked it in the first place.
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