Starbucks

Starbucks

BCOM/230

Starbucks

Do you ever wonder why the employees at Starbucks are always so happy? The culture at Starbucks is to do right by the employee. At Starbucks everyone matters from the farmers growing the coffee beans to the environment. They seek employees with great personality. They believe that by keeping your employees happy, they in turn will keep your customers happy.

Each employee is put through 24 hours of paid training. Full and part time employees are provided with full health care benefits, stock options and purchase discounts, and other benefits. All employees, regardless of position are considered “partners.”

Communication within the company is very personable. Employees’ opinions are solicited

for new products. They try to keep everyone informed on how the company works by allowing each employee the opportunity to get a glimpse of different positions. For example, a District Manager and a Barista will switch places for a few hours. This gives them each a different perspective on their job.

By training their employees to have great customer service, they use their Baristas as their main source of external communication. The company’s external communication is completely based on their culture. They expect their customers to feel at home when they walk in the door.

Starbucks has been consistent on their espoused values. There is one thing that they have not acted on. In 2000, Starbucks announced that they were going to partner with the Alliance for Environmental Innovation to supply reusable cups at their locations. To this day Starbucks does not serve coffee in ceramic mugs.

The next time that you step into a Starbucks, remember that is it a sincere expression of happiness. Starbucks treats their employees’ right so that they will treat their customers’ right.

References

(n.d). Brand Autopsy Marketing Practice. Retrieved from http://brandautopsy.typepad.com

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