GCCRM and CustomerThink teamed up to conduct an in-store experience survey at Starbucks. The period covered by the survey was from September 20 to October 8, 2007.

According to the Global Starbucks In-store Experience Survey Report, the entire Starbucks in-store experience is broken down into 26 sub-processes from an experience-centric angle, and in a natural time sequence. Respondents were asked to rate the satisfaction level of each sub-process.

Based on the table showing the importance rankings of all attributes derived by PLS (partial least square) regression (Both correlation analysis and partial least square regression were being run, and came up with similar results. For simplicity’s sake, the figure shows only the results of the PLS regression.) the following are the observed results:

In North America, ranked number 1 to customer is ‘Pleasant atmosphere/ambience’ and ranked number 1 to brand is ‘Packing/ presentation of coffee.’ In Mainland China, ranked number 1 is ‘Goodbye with genuine smile (treated as a valuable customer)’ and to brand is ‘Appropriateness of prices.’

The overall result:

… despite their differences in market maturity level, taste and cultural background (we received the
largest number of responses from North America—the United State and Canada—and Mainland China), respondents considered Price to be the most significant pain peak. On the other hand, Payment Options, Store Location and Smell are the most significant pleasure peaks for the respondents of North America; while Relaxed Environment, Coffee Taste and Cleanliness are the most significant pleasure peaks for the respondents of Mainland China.

Read part of the survey results here.

Lesson to be learned:

It pays for Starbucks to know their global customers really well—their customers’ preferences and idiosyncracies. That’s the only way Starbucks will be able to give their customers a Wow! customer experience like no other.

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