Starbucks
The Starbucks customer experience was enhanced through the development of a comprehensive service blueprint, the formulation of a go-to-market strategy, and the rebranding of positioning and messaging to effectively engage specific demographic groups.
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Our research highlighted the importance of Starbucks as a high-quality, trustworthy brand integral to customers' lifestyles, with 60% appreciating its specialty coffee and 47% valuing superior taste and quality.
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In 2024, we anticipated customer loyalty deepening due to Starbucks' development in:
Digital offerings
Sustainability efforts
Community engagement.
Our project explored the Starbucks experience, emphasizing the motifs of joy, trust, and interest—ranging from the pleasure of sipping a favorite beverage in a cozy setting to the reliability of product quality and the excitement of seasonal offerings
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We developed an experience blueprint that outlines customer interactions from entry to exit, emphasizing design elements and cues that enhance the overall experience.
Furthermore, we formulated a comprehensive communication strategy covering pre-experience, during-experience, and post-experience phases to foster a premium brand perception, facilitate meaningful interactions, and cultivate positive customer memories.
Our analysis and recommendations were designed to reinforce Starbucks' position as a premium coffee destination, aligned with the affluent lifestyle and sophisticated tastes of its customers, thereby ensuring continued loyalty and satisfaction.