The coffee-obsessed have driven the multiplication of Starbucks in just about every U.S. town, as well as in many countries around the world. Yet, recently the Starbucks brand has been struggling. How, then, should they revive the brand??
Enter MyStarbucksIdea.com, an online suggestion box to mine customers' ideas and solicit feedback. It is part corporate blog, part social network.
How about a Starbucks Card Rewards program? Done. Or "drink of the month and give to charity"? Under Review.
Since its launch in mid-March 2008, this site has received thousands of ideas. Within the first hours of launch, over 300 ideas had been posted. Well over 100,000 votes have been cast on ideas.
And in this morning's newspaper, out flew a bi-fold brochure from Starbucks, introducing "Pike Place Roast" - their new "signature" taste that is bold but with a smoother finish because this is what customers have requested. And with it came a card for a free cup-a-joe...along with a reminder to share ideas at mystarbucksidea.com. Clearly the company is using different channels to get its message out.
Starbucks is using a blog to post about progress it is making with some of the suggestions - like their experimentation with splash-free lids. It is one way to keep a dialogue.
With MyStarbucksIdea.com, Starbucks is making a bold statement that it is listening, and listening carefully - something that most brands don't do this openly. While cynics believe there are only so many ideas to go around and the site will soon become stale, it certainly is one way to engage in a conversation with your customers.
Please pass the cream!
--C.L.C.
