Starbucks has a simple mission: to inspire and cultivate humanistic spirit-everyone, every cup, every community, all the time.

The company has been practicing this mission statement for more than 40 years, because Starbucks is not only a coffee shop, but also a favorite place for people who need to get rid of trivial daily work. It has become the first choice for friends to get together and business people to meet.

Regardless of the age and occupation of customers and the location of Starbucks Cafe, Starbucks hopes to provide people with a unique experience: Starbucks Cafe is a place to relax, a place to work and socialize.

Ask customers questions

If you have ever been to Starbucks that you don't often go to, you may notice that employees sometimes ask you what you want. Speaking of customer service, this is a simple and effective skill, and it is also a skill that marketers should use.

When you know what your customers want, you can help them make the final marketing decision.

3. Know your customers and employees.

Speaking of knowing your customers, if you often go to Starbucks, you must know that your favorite barista knows your name and what kind of drink you want. This little human touch will impress you, because providing customers with this unforgettable personal experience is the most important factor to make customers happy.

At the same time, get to know your employees. You never know what they will bring to a table of guests. For example, the classic signature Frappucino is made up of a girl named Dina? It was invented by DinaCampion's first-line Starbucks employees.

4. Innovation

Starbucks tries to be faithful to its tradition, but the company is also very innovative. For example, realizing that customers want to spend more time in their places, Starbucks began to provide free Wi-Fi on 20 10. Realizing that customers want them to enjoy their products at home, Starbucks launched Via instant non-brewed coffee brand and its own Verismo single cup coffee machine. The company even allows customers to buy its products through iPhone software, and is one of the first companies to enter the mobile service market.

So please remember-although it is important to be loyal to your traditions, it is also important to adapt and welcome changes.

5. Be brave in taking responsibility

Did you make a mistake when ordering drinks at Starbucks? If so, what was the situation at that time? There is no doubt that you will receive the drink you want. Starbucks trains employees to provide customers with the best experience every time. This means that they are responsible for any mistakes.

We all make mistakes. However, the root of the gap lies in frankly admitting these mistakes and solving them in a professional and timely manner.

6. It's against common sense to have the courage to play cards

You may notice that there are Starbucks in almost every corner. Starbucks did this on purpose through clustering. Starbucks not only pays attention to the mode of transportation, competitive location and even customer groups, but also pays attention to covering the whole region. Although some people worry that this will lead to self-occupation, this unreasonable move makes the company occupy market share by preventing competition.

Sometimes you have to run counter to others and do something that other companies have not done. This may be a bit risky, but it may also bring benefits to your company.

7. Accept social media

Most of us know that social media plays a great role in the company's promotion and marketing process, but how do you improve your social media image? Starbucks uses photo-sharing website Instagram to tell its brand story. The company not only uses this image-based social network to display its products, but also obtains information such as people's enthusiasm for its brand by sharing customers' pictures or creating attractive images.

It is very important to have a perfect social media image, but the most important thing is to find a suitable platform for your brand and make it accessible to your customers.

8. Everything is important

Don't neglect small things. Pay attention to every detail. Why? Because everything is important.

When the accountant told the company that replacing two layers of toilet paper with one layer could save money, the idea was rejected. Starbucks feels that a layer of toilet paper does not conform to the brand image of "affordable luxury", and it is difficult to make a reasonable explanation for a cup of $4 coffee.

9. Choose the right partner

Over the years, Starbucks has chosen some partners to help it expand its business. For example, in 1993, Starbucks and Barnes &; Noble) chain bookstores cooperate to provide Starbucks products in bookstores across the country. What's better than a book with a cup of coffee?

Starbucks recently reached a cooperative relationship with Apple. Since 2006, Starbucks and Apple have cooperated to provide customers with a "cafe experience". This partnership enables people to buy songs they heard at Starbucks on iTunes.

The company also cooperates with some organizations that help serve and promote the community. These organizations include all relevant organizations, from the American Red Cross to Save the Children Global Green. Whether you cooperate with complementary enterprises or non-profit organizations, this is a very good way to introduce your brand to the market quickly and effectively.

10. Brand image should be consistent.

The consistency of brand image is the best way to create loyal customers. If you provide first-class customer service and high quality products or services, people will always expect your company to provide these services and products. Starbucks has done an excellent job, providing customers with stable product quality and excellent service. If you walk into Starbucks in new york and order a mocha latte, you can also order the exact same drink in Seattle and expect the same quality products.

1 1. adapt to the regional environment.

Although it is important to have products with consistent brand image, Starbucks has done a lot to adapt to the local environment. This means that although you can expect to drink the same latte from east coast to west coast, the actual experience of Starbucks varies from region to region. For example, Starbucks in Disney's California adventure looks completely different from Starbucks in San Francisco or Philadelphia. As MarkTewart pointed out, Starbucks gives people the impression that it is a local or regional brand rather than a national brand-this is completely in line with the mission of Starbucks brand.

12. Have the right leaders.

It's incredible now, but as early as 2007, Starbucks was in trouble. When Howard was the chairman? Schultz pointed out that the company has lost its development direction. "The pursuit of profit has become the reason for our existence, but this is not the reason for operating Starbucks. What we have to do is: exceed customer expectations. "

So, Howard, What did Schultz do? He sent 65,438+0,000 managers to New Orleans for a four-day conference to motivate and challenge them. And the result? These 65438+100000 people left the meeting with "tidal energy". By the end of 20 13, Starbucks had achieved a record profit. In every successful enterprise, having the right leader is another effective strategy.