“You still have to be remarkable if you want to get remarked about,” writes John Moore in his new book, Tribal Knowledge: Business brewed from the grounds of Starbucks corporate culture.
Starbucks is an experiential brand that strives to be interesting in order to get customers interested. Because the customer experience at Starbucks is the marketing for Starbucks, everything matters.
Not just one thing…E-V-E-R-Y-T-H-I-N-G.
Everything matters because everything is an act of communication with customers. And, E-V-E-R-Y-T-H-I-N-G includes the following:The package design of whole bean coffees matters.
The hours of operation signs on the front door matters.
The way the chocolate-covered espresso beans are merchandised on the shelves matters.
The music playing in-store matters.
The way baristas dress matters.
The way your espresso drink is prepared and delivered matters.
The promotional sign placed at the main cash register matters.
The lighting in the restrooms matters.
E-V-E-R-Y-T-H-I-N-G to Starbucks matters.You’d be hard pressed to find a Starbucks employee say, “That doesn’t matter. No customer will ever notice it.” Because chances are a customer will notice. And that’s why EVERYTHING MATTERS to Starbucks.
