Rate: 5/5
The 5 principles outlined in this book are:
1. Make it your own
2. Everything matters
3. Surprise and delight
4. Embrace Resistance
5. Leave Your Mark
But I learned a great lesson of branding from this book. Branding, in my opinion, is broken down into those 5 principles. This book is filled with anecdotal stories and how each of the principles worked in with the stories. From the first principle, I learned that having an eye for talent by recognizing people's passion plays a key role in the building strong values and great customer experience for the company. Starbucks has done it so well that they have been able to take that pattern and turn it into a model for anyone to use it. I think that its something people should embrace whether or not they work for Starbucks in order to build a great self image. Starbucks has this thoughtfull atitude towards customers. I haven't even bought much from Starbuck this year and on my birthday I received a postcard from them greeting me happy birthday! Whenever I order coffee, they write down my name on the cup and when the order's done they call my name out! Small things that somehow touch people's heart makes a huge difference. Somehow I feel if this company was a dude, he would have the power to say "Nice guys DON'T finish last". Everyone matters.
This leads to their second principle, everything matters. Their products are good, I admit, but the store experience in Starbucks is amazing! From the baristas to the menu boards to the "chilling out" atmosphere, it makes people feel really comfortable. I also see a lot new Cafe's opening with similar in-store experiences. Therefore, like I mentioned before they make everyone and everything matter which leads into their third principle, Surprise and Delight.
I think it's a mixture of the first two principles. I've been so positive so far but we all know every business has it's downs too. Starbucks gift cards have plenty of problems with them, there is so much restrictions in the online customers service if you are having trouble with the card. However, they have at times surprised me with a $10 credit in my gift card because I was having problems or it was taking too long to find a solution to something. Again, little things that can make a person feel better always makes a huge difference in customer service. I like to say, they not only apologize but they give you a hug in a Starbucks way.
Starbucks' customer service listens and acts on customer's problems and feedback. This has given them a way to Embrace Resistance, their fourth principle. An important lesson I learned was that customer service problems isn't main issue when something goes wrong, it's the companies. Starbucks, in 2008, closed over 7000 stores because of their loss to terrible customer service and focusing just on their profits (as it was mentioned in the news). The problem really was more of the executives focusing on changing things around. However, in 2010, Starbucks came back with a new strategy and improved immensely. So what I learned from this principle is the embracing resistance is not only with customers (externally) but even within the company (internally).
Onto the last principle, Leave your mark. Starbucks has been a involved in improving the community and build a community of improvement which shows in their success. But I learned, just now, it's because they've embraced every principle above and shown that they care about everything and everyone.
References:
http://experiencematters.wordpress.com/2008/02/27/starbucks-searches-for-its-soul/
http://experiencematters.wordpress.com/2010/01/25/starbucks-brews-a-comeback-with-purpose/
http://experiencematters.wordpress.com/2008/02/27/starbucks-searches-for-its-soul/
http://experiencematters.wordpress.com/2010/01/25/starbucks-brews-a-comeback-with-purpose/
