How easy do you make it for your customers to provide feedback?
What do you do with the feedback you receive?
How connected are your customers to your brand?
Dennis W. Schneider |
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Many companies state or at least it’s implied they want their customer’s feedback, but you have to wonder how serious they really are. Starbucks left no doubt where they stood on the subject in March of 2008. You see they were facing a true crossroads and there was strong doubt by their shareholders, customers and the general public as to whether their success had perked (sorry, I couldn’t resist). Howard Schultz had just return to the CEO post after a 7 year hiatus and was ready to leave no stone unturned in his desire to bring the passion, culture and love for the Starbucks brand back to where it once stood. One of his immediate goals and initiatives was to strengthen the Starbucks Brand. To do this he launched a website (mystarbucksidea.com) to give their customers a venue to offer suggestions of how to make the company better. What kind of impact did this have with their customers you ask? 7,000 ideas were posted to this site within 24 hours by their customers and they received a total of 41,000 ideas the first two months! Not only did Starbucks receive some great new ideas that were eventually implemented to help turn the company around but more importantly, this simple act showed their customers how much they valued their input. This is turned made an already strong brand, even stronger.
How easy do you make it for your customers to provide feedback? What do you do with the feedback you receive? How connected are your customers to your brand?
2 Comments
G.Lutgen
4/12/2011 04:00:35 am
This was a good one, Dennis. Thanks for posting. Great example of company with courage & leadership, one that listened to their customers...(external & internal).
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