Starbucks Aims for Comeback with Focus on Customer Service

Starbucks' Turnaround Plan

Starbucks is focusing on improving customer experience as part of its multi-year turnaround plan. Starbucks says it will continue its focus on improving the customer experience as part of its multi-year turnaround plan. The company rolled out its new Green Apron Service program in July as part of CEO Brian Niccol’s “Back to Starbucks” turnaround plan. Brian Niccol said that customers have already noticed a shift in the cafes’ atmosphere.

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Customer Service Improvements

Starbucks is aiming to become the "world’s best customer service company". Niccol mentioned they would "double down on Green Apron’s service by empowering our leaders in and above the coffee house.” Starbucks is focusing on reframing its value perception to loyalty members.

Impact of Product Innovation

Product innovation is a key factor in improving Starbucks’s value proposition. Offerings like protein cold foam are helping boost traffic. According to Niccol, the company is seeing low-frequency rewards customers show up with more frequency because of the protein options.

Starbucks Rewards Program

Starbucks is testing a new rewards perk called Coffee Loop. The Coffee Loop prompts customers to “buy nine coffees, get one free.” Starbucks Rewards member base grew 1% to 34.2 million members.

Holiday Marketing

Starbucks holiday ads feature animated drawings from Geoff McFetridge.