Helping Starbucks Improve the Customer Experience – The Second Step

Still in the spirit of Becky’s Re-experiencing Starbucks and John Moore’s Manifesto: What Must Starbucks Do? I am sharing here my observations about the mushrooming of Starbucks in my place of work.

Starbucks customer experienceBusinessWeek Online has a feature about Starbucks on how to reenergize Starbucks now that Howard Schultz is back in charge.

About a couple of months ago, when I heard the news that Starbucks is in trouble and is closing down some stores, I was surprised. Because here in Makati, particularly in the Salcedo-Legaspi villages and in Ayala Avenue, Starbucks Cafes are sprouting like mushrooms. Almost in every corner and mostly about a hundred meters away, you see a Starbucks. Employees go to these cafes because of proximity from their place of work and are hot wifi spots. Thus, customers go there not only for coffee and the pastries, but also to hold meetings—business or otherwise.

However like that article on BusinessWeek, I fear that because of its rapid expansion, the Starbucks experience has been significantly downgraded. Like here in the Ayala Avenue, Makati area alone, Starbucks has become one of those convenience stores, and no longer carry that brand of specialty coffee that is expensive and classy.

Lesson to be learned:

Starbucks has to re-examine its vision and mission and deliver that message loud and clear. Are they the kind of business that customers go to taste its specialty coffee and exceptional service? Or are they the kind that go to where their perceived customers are and deliver lukewarm service?

If they have the answers, only then can they give their brand of customer experience incomparable to other cafes.

Check out the Starbucks Coffee near my office buildng:

Greenbelt 3 Mall, Ayala Center
Cristina Condominium, Legaspi St. cor Rufino St., Legaspi Village
Greenbelt 1, Paseo de Roxas, Ayala Center
RCBC Tower, 6819 Ayala Avenue
PeopleSupport Building (right in front of RCBC Tower)

Standard Chartered Bank The Skyplaza Building 6788, Ayala Avenue
Security Bank Centre 6776 Ayala Avenue
InsularLife Bldg. 6781 Ayala Avenue Corner Paseo de Roxas
The Enterprise Center, 6766 Ayala Avenue
6767 Makati Stock Exchange Building/Tower One
SGV I Building 6760 Ayala Avenue
6750 Ayala Avenue

Going straight from ayala to Fort Bonifacio:
San Antonio Plaza McKinley Road, Forbes

Nearby streets from Ayala Avenue:

Valero Street cor. Rufino St., Legaspi Village (this is the one in front of my office building)
Leviste Street, Legaspi Village (the road on the right of my office building) :)

Source of addresses:
PathFinder, updated by me

*Photo credit