Page 51 - The Starbucks Experience

PRINCIPLE 1

Normally, this training occurs over a period of about three
months and involves presenting seminars and topical sessions.
While it makes sense for customer-facing partners like
baristas to get this education, Starbucks leadership is encour-
aging this certification throughout the organization. As a
result, it is not unusual to see Coffee Master seminars being
given in the marketing and legal departments—or just about
any other department or area within the Starbucks organi-
zation, including support staff.
Training is an expensive proposition, and therefore it is
usually one of the first budget items that gets cut when a com-
pany needs to boost its bottom line. In light of that reality,
one might wonder why Starbucks spends so much on train-
ing, even though it is almost impossible to measure the actual
financial impact of that training.
36 The answer lies in the adage “Knowledge is power.” The
more an employee knows about a product—its origins, its
properties—the greater the difference that employee can
make in a customer’s life. No matter what the product or

Create Your Own Experience

• How is your organization ensuring that all staff members
take advantage of their opportunity to improve the
company by improving their core competencies and
advanced information base?

• How committed are you to sharing your knowledge
in order to generate passion and awareness in your
colleagues and customers?
• How can you add value to yourself and your organization?