Page 43 - The Starbucks Experience

PRINCIPLE 1

We are not in the coffee business serving people, but in
the people business serving coffee. The equity of the
Starbucks brand is the humanity and intimacy of what
goes on in the communities. . . . We continually are
reminded of the powerful need and desire for human
contact and for community, which is a new, powerful
force in determining consumer choices. . . . The Star-
bucks environment has become as important as the cof-
fee itself.

True leaders, in other words, show staff that their individ-
ual uniqueness gives them a special way to connect with
others.

28 Discover
While listening is critical to creating a connection, business
success requires the discovery of each customer’s needs and
individual situation. In a strange way, the customer relation-
ship begins the same way a romantic relationship does—by
seeking an understanding of another person’s wants and
desires. Sadly, many relationships (both customer and roman-
tic) come to an end simply because one or both parties stop
their process of discovery.
While customer service isn’t about romance, Starbucks under-
stands that discovery is essential to developing a unique and
genuine bond. It is through inquiry that we find out the special
qualities of all customers and sometimes help them gain an
awareness of needs that even they didn’t know they had.
Susan, a barista in Ohio, comments, “We get people who
come into my Starbucks store to browse our merchandise. I
love selling coffee machines because I know I can get behind