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Starbucks, listen to your customers!

During the fall semester of 2023, I studied the subject Service Design: Mapping Experiences as part of my university studies in Information Services Design. This course allowed me to delve into various tools such as experience mapping, stakeholder mapping, customer journeys, and service blueprinting. A practical assignment, which was part of the assessment and included its “defense,” involved focusing on a specific café of our choice and analyzing it from a service design perspective. I chose a café in Brighton & Hove in the United Kingdom – but the following article is about a completely different café.

This assignment made me consider services in broader contexts: what a service actually is, who really is the customer, who am I as a customer, what is the relationship between the customer and the service provider, what are the key moments in the customer journey, what emotions and needs do customers have during the interaction with the service… It made me more aware of the processes in cafés that I enjoy visiting so much.

An unexpected experience awaited me elsewhere! In the Czech Republic! Starbucks!

Unexpected Experience with Starbucks!

In the Czech Republic, I particularly enjoy visiting Starbucks cafés, especially one in Prague. However, the staff there started to surprise me unpleasantly – I would order in Czech, but they would hand me my coffee in English. This made no sense to me and I found it unacceptable (not that I couldn’t understand them), at least because:

  • Staff Pronunciation: The Czech staff speaking English often had poor pronunciation. It was hard to tell if they were giving me coffee “without milk” or “with oat milk”… This could become a major issue for people with allergies.
  • Language Preference: I am in the Czech Republic and simply want to speak Czech without having to explain it.
  • Accessibility for All Customers: My mom avoids places where she doesn’t understand the staff. This saddens me. I don’t want her to feel uncomfortable when someone throws English at her like, “bla bla Coffee for Emily. bla Americano bla bla without milk. Sugar, bla, cocoa, cinnamon are behind you… bla bla bla.” I just don’t feel comfortable when my mom doesn’t feel comfortable…
  • Etc.

From a service design perspective, this story highlights the importance of consistency and clarity in customer communication. When a customer enters a café and communication is conducted in one language, they expect the same language to be used during service. This consistency is key to creating a pleasant and trustworthy environment. Additionally, in the Czech Republic, that “one – primary” language should be Czech.

Starbucks in OC Atrium Flora – a relaxed, pleasant, clean café in Prague…

Active Customer Engagement

I pointed out this inconsistency to the staff through several personal conversations and feedback directly at the café. The response was that they had been instructed by management to speak English because they need to learn it… etc. (various bizarre answers never cease to amaze me) 😅

When the situation didn’t change, I decided to escalate the issue to a higher level. I contacted the European headquarters of Starbucks via email, where I detailed my problem and copied other relevant individuals. I emphasized that I wouldn’t give up on my favorite café easily and was willing to be a “hyperactive” civic activist.

From a Service Design Perspective – Formal/Escalated Feedback

If a customer escalates a problem to management, it is considered formal feedback or escalated feedback. This form of feedback usually involves an official complaint or suggestion addressed to higher management or the company’s headquarters. It’s typically a step a customer takes if their previous attempts to resolve the issue at a lower level were unsuccessful.

From a service design perspective, it’s crucial that customers don’t have to escalate their problems to the top management, especially in an environment that is supposed to be relaxed and friendly. Ideally, the café staff should have the authority and motivation to resolve issues on the spot. This not only increases customer satisfaction but also strengthens their trust in the brand. Effective communication and problem-solving at a lower level of the organization are signs of a well-designed service system. Customers should feel that their feedback is taken seriously and that their opinions matter.

Formal or Escalated Feedback: Potential Impacts

When a problem is escalated, it can indicate that regular mechanisms have failed, drawing more attention from higher management. Escalating issues can burden higher management, who should focus on strategic issues rather than operational problems. If customers feel the need to escalate issues, it may also suggest a lack of confidence in the lower level’s ability to resolve problems effectively. Lastly, if there are many escalated issues, it could signal broader systemic problems and potentially harm the company’s reputation.

On the other hand, escalation can uncover hidden problems or weaknesses in processes that would otherwise go unnoticed. This gives the company a chance to address these issues and improve its services. Successfully resolving escalated issues can increase customer loyalty, as they see that their opinions and problems are taken seriously. Escalated issues can lead to better training for employees and improvements in internal processes, which can prevent future problems. This form of feedback can also provide valuable information for strategic decision-making and long-term planning, helping management understand what systemic changes are needed. Addressing escalated issues can strengthen a customer-focused company culture and show employees that the company truly values feedback and is willing to act on the problems customers report.

Outcome

And the result? There was a change! 🎉 Although I’m not sure if my initiative contributed to the change or if it was just a coincidence, one thing is certain – maybe a small step for me, a giant leap for Czech Starbucks enthusiasts! Maybe…

Conclusion

This story demonstrates the importance of customer feedback and their active involvement in the service improvement process. Small changes can have a big impact on customer experience and satisfaction. I am glad that I could contribute to improving services at my favorite café and look forward to future visits where I can order and pick up my coffee in Czech.

Thank you to everyone who listens to and responds to customer feedback, because that’s what leads to a better environment for everyone.

Interesting Thematic Sources