Starbucks
Question 2: Why have Starbucks’ customer satisfaction scores declined? Has the company’s service declined, or is it simply measuring satisfaction the wrong way
• As Marthe has already said, there is a change in customer satisfaction of Starbucks between 1992 and 2002. In this part, I will explain the reason why Starbucks’ customer satisfaction scores declined. Has the company’s service declined, or is it simply measuring satisfaction the wrong way
• Why has Starbucks’ customer satisfaction scores declined? o Based on the data in the case, we cannot conclude if the company’s service is declining or there is an error in measuring satisfaction. So I only make some assumptions based on evidence provided. Starbucks’ customer satisfaction declines because the measurement was wrong, the customer base changed and the actual service declined o Firstly, from the way the customer satisfaction is measured:
The Customer Snapshot mystery shopper program is a subjective measure to record results. If there is a more than one mystery shopper visiting a coffee store, then there might be inconsistency between the different mystery shoppers regarding the definition of the criteria. For example, there is not enough explanation as to what exactly is defined as clean. For Mystery Shopper X, this can be considered clean, but for Mystery Shopper Y this can be considered dirty. This inconsistency could also be visible within different stores. In order to be able to see more consistent results and be able to compare, I would like to see how customers would respond to certain criteria right after their Starbucks experience, for example, survey outside store
The research considered customers only by number of visits per month. Even though the sample includes new and established customers, it would make sense to see what percentage of the new customers are regulars and what their attitude towards Starbucks is. Instead what we see is all the new customers clustered together and
• As Marthe has already said, there is a change in customer satisfaction of Starbucks between 1992 and 2002. In this part, I will explain the reason why Starbucks’ customer satisfaction scores declined. Has the company’s service declined, or is it simply measuring satisfaction the wrong way
• Why has Starbucks’ customer satisfaction scores declined? o Based on the data in the case, we cannot conclude if the company’s service is declining or there is an error in measuring satisfaction. So I only make some assumptions based on evidence provided. Starbucks’ customer satisfaction declines because the measurement was wrong, the customer base changed and the actual service declined o Firstly, from the way the customer satisfaction is measured:
The Customer Snapshot mystery shopper program is a subjective measure to record results. If there is a more than one mystery shopper visiting a coffee store, then there might be inconsistency between the different mystery shoppers regarding the definition of the criteria. For example, there is not enough explanation as to what exactly is defined as clean. For Mystery Shopper X, this can be considered clean, but for Mystery Shopper Y this can be considered dirty. This inconsistency could also be visible within different stores. In order to be able to see more consistent results and be able to compare, I would like to see how customers would respond to certain criteria right after their Starbucks experience, for example, survey outside store
The research considered customers only by number of visits per month. Even though the sample includes new and established customers, it would make sense to see what percentage of the new customers are regulars and what their attitude towards Starbucks is. Instead what we see is all the new customers clustered together and