APRIL 2, 2008

Starbucks, Thanks for Listening

If you’re wondering how to identify the forces shaping our world, the answer is quite simple: listening. You would be hard-pressed to find a consumer who doesn’t want to be heard. And, when you step back and think about it, listening is one of the easiest things a company can do when trying to maintain and grow business. In our world where technology makes it so easy for consumers to voice their opinions, why wouldn’t companies take advantage of the opportunity?

With the launch of My Starbucks Idea, Starbucks has started listening. This post by ReadWriteWeb gives a great summary of what the two-week old site is all about. Customers offer ideas on everything from free Wi-Fi to making Starbucks environmentally-friendly. 
 
I’ve been participating in the site for the past few days and I’m both engaged and impressed. Discount days for seniors, happy hour, weekly coffee specials – just a few of the great ideas I’ve already voted for this week. Through the site, I have the power to influence a $9.4 billion company. The only way Starbucks could mess this one up is by not taking any of our advice. It’s great that they’re listening – but it will be even better when I see changes made. 

What other companies are most in need of a site like My Starbucks Idea? The first one on my list: Cosi. As much as I love the food, every trip into this neighborhood restaurant shop ends in frustration because it is lacking the most basic customer service. And, it didn’t take much searching to discover I’m not the only one who feels this way.
 
Which company do you wish was making an effort to listen?