STARBUCKS

We arent in the coffee business, serving people. We are in the people business, serving coffee

Page 1

Agenda

Case Study introduction Customer-Centricity Four Phases of Customer Orientation model Analysis of Starbucks CRM Customer-Centric marketing strategy

Proposed CRM

Page 2

Introduction to Case Study

Case Study

Page 3

Introduction
Company started in 1971 in Seattle, Washington
Grew from 55 stores in 1989 to over 19,000 stores today Products sold include: - beverages
- pastries - whole coffee beans - Salads - snacks - mugs and tumblers etc

Page 4

Timeline
Howard Schultz joins Starbucks

Started offering brewed coffee & 84 Starbucks espresso locations beverages

Acquired Launch Seattles Best Starbucks.com Coffee Co.

1982

1985

1990 1987 1995

1998

2003

1971
1st Starbucks location in Seattle

1984
Schultz tests new coffee bar concept

Changes name to Starbucks Corp.

2000
2,292 Starbucks locations

2012
19,435 stores in 58 countries

676 Starbucks locations & Starbucks Intl formed

Page 5

CRM
Starbucks rewards card
Mystarbucksidea.com operated by salesforce.com 2d mobile barcode system by codilink In store feedback form 1-800-23-LATTE

Starbucks shared planet & community involvement

programs

Page 6

starbucksidea.com
This website blog is managed by salesforce.com

Customers can suggest new ideas for product

development and enhacement Cutomers can vote for the ideas to be implemented

Implemented ideas can be viewed on the website

This increases customer involvement and they feel more attached to the brand

Page 7

Starbucks Reward Program

The rewards card

Page 8

Starbucks Mobile Payment for Android is finally here!

On Starbucks mobile apps for Android phone you can check your balance look up your My Starbucks Rewards Stars reload on the fly with any major credit card find the nearest Starbucks location and pay for your Starbucks beverage with your Android mobile device!

Page 9

Starbucks in India
First Starbucks in India will be launched in August or September this year They are aiming to open around 50 outlets all over the country by the end of the year Starbucks had planned to come to India in 2011 but faced real estate problems The first two Starbucks outlet will open in Mumbai and New Delhi

50-50 partnership with the Tata group to facilitate their business in the sub-continent

Page 10

CRM @ Starbucks
Consona Enterprise CRM Solution

Consona Software is one of the top CRM solutions in the world

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, analysis

Page 11

iPhone App
Starbucks for iPhone is an application that allows you to use Mobile Pay for Starbucks purchases manage your Starbucks card balance reload your card track your stars in the My Starbucks Rewards program send an eGift search for nearby Starbucks explore our whole bean coffees find nutrition information build your own perfect drink on your iPhone or iPod Touch.

Page 12

2D-Mobile Barcode System

The drink can be scanned and payed for via mobile apps

Page 13