As you can see, there are various types of companies that are accepting new social media tools to help them collaborate more easily with employees and customers. In this article, David Cummings, founder and CEO of Hannon Hill, talks about some advantages that these tools may offer a company. In this post, I will look at how Starbucks is using these tools to hear more from their customers about how they would like to see the company improved.
Since Howard Schultz became the head of marketing for the company in 1982 the company has placed lots of emphasis on their customers. Beginning in 1991, the company implemented the use of mail-order catalogues and licensed airports to help raise sales and to make their products more accessible. Today, the company has advanced to allowing customers to buy company CDs and coffee online.
Their newest feature, “My Starbucks Idea,” is perhaps their greatest illustration of how much the company values its customers. This feature is similar to Dell Computer’s IdeaStorm, which I wrote about in a previous post.
Once users sign up for a Starbucks.com account, My Starbucks Idea implements a simple process of only four steps for customers’ voices to be heard by both employees and other customers. First, anyone with an account can share ideas for new products, or how to improve existing ones. Users then discuss and vote on ideas that they think would be good for the company. Following the voting process, members can then see which ideas the company chooses to implement. If Starbucks decides to use your idea, they even give you credit for coming up with the idea on their website.
I believe that features like this are the best way to stimulate collaboration between a company and users. Giving customers a chance to have their ideas heard give them more incentive to participate in issues. This also provides an easy way to prove your company’s authenticity and dedication to customers. Time will tell if more companies create tools like this and Dell’s IdeaStorm to allow for easier collaboration between their executives and customers.
It’s great to see other large companies hopping aboard the social media train because I believe it definitely helps develop a more loyal relationship between customer and company. I had no idea that Starbucks had such a Web site willing to listen to new fresh ideas about coffee. While visiting the site I like that there is a quick poll for visitors to take if they don’t have time to sit and read and vote on the other ideas, at least there is an even faster way of giving feedback. Thanks for informing me of this Web site, now I have a place to send my idea for the return of the mocha coconut frap!
My only complaint about these “Idea” center sites, is that I have to join to offer my input, I now have way too many passwords and usernames, that I might have to start keeping a Rolodex solely with Web site, username and password.
Starbuck’s has a wonderful Web site that allows for collaboration between customers and the company. It is so important today to listen to your customers and take their ideas to heart because switching costs are very low nowadays. Many companies are competing for customers and with social media and new ways to communicate, it often comes down to how the company treats the customer. Although Starbuck’s is the leader in their field, if my local gas station or 7/11 has coffee the way I like it, I wouldn’t mind paying $1 for something I would pay $4 for at Starbuck’s and not even get it just perfectly.
I really appreciate that Starbucks created “My Starbucks Idea.” I go to Starbucks very often, probably too often, and I feel like there are a number of things that the company could do to improve the way that they do their business.
A Web site like “My Starbucks Idea” is the perfect way to get customers engaged in the company’s business practices, menu, pricing, and the ways that they communicate. I briefly browsed through the Web site and really liked the ideas that I was seeing and those that were on its way to being implemented. I am a vegetarian and I really appreciated the comments and ideas regarding the menu. Aside from pastries, there are not many vegetarian options, but I think that Starbucks is really listening to its customer and considering making these changes… now if they would only lower the prices…