Page 123 - The Starbucks Experience

PRINCIPLE 3

Ideas to Sip On

elight is the caramelized popcorn; surprise is
Dthe prize!

• Nowadays, people have a certain anticipation or hope
that they will be dazzled, even in the most mundane
experiences.

• The most effective events are natural and spontaneous,
not artificial or forced. Look first for a need, and, BAM—
step in and fill it.

• Surprise can be as simple as offering a little guidance
and then getting out of the way as people search for
things that bring them joy.
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• Your efforts to surprise others are a contagious force.

• Customer delight comes from surprise as well as
predictability.

• When breakdowns occur, businesses can still delight
customers by making things right.
• Delight is the result of an unwavering commitment
to creating a comfortable and trusted relationship.