Starbucks sees itself as an experience provider and not just a coffee chain. Starbucks’ goal is to create a “third” environment, intertwined between home and work, so that when entering a Starbucks store anywhere in the world, customers always feel a different atmosphere. The atmosphere is incredibly comfortable and friendly. All this is due to the unique cultural development strategy of the world’s largest coffee chain.
In most large companies around the world, company culture and business strategy are two vastly different categories. Managers are always aware that poor company culture will affect the company’s bottom line, but they often don’t take it seriously or just launch a few meaningless campaigns such as “Unite to build a better environment.” friendly work”. And that leaves the company even more stuck when it spends money but doesn’t bring results.
Starbucks’ culture is unique because it is closely linked to the company’s business strategy. Feeling comfortable when entering a Starbucks store does not only depend on the interior design, but also depends on how clearly the sales staff understands the importance of providing a good customer experience. This will help the entire business grow.
A Starbucks “experience”.
Starbucks became a global brand and the largest coffee chain in the world by reminding its employees of the following five principles:
“Make the customer experience your own” – Always personalize the customer experience through the employee experience and be flexible according to different situations.
(Photo source: Internet)
“Everything is important” – Focus on all aspects while you work. Always focus on monitoring customer experiences and their perspectives.
“The joy of surprise” – Little surprises will create an unforgettable shopping memory for customers.
“Always persevere” – Working in the retail industry inevitably comes with mistakes, but the most important thing is that employees learn from those mistakes and become stronger with the company.
“Leave a mark” – Create an experience so perfect that customers will remember you.
When the new employee is “god”
Over the years of expansion and development, Starbucks has created a work culture that focuses on employee morale and work environment, encourages them to create friendly relationships within the team, and always considers the employees. The members are “gods” who must be taken care of with all their strength. could be able.
At Starbucks, employees are often referred to by the more formal name “colleagues”, even part-time employees (in the United States) still have the option of receiving company stock and insurance. During the economic crisis, when retail companies laid off a series of employees, Starbucks persisted in investing in professional training for its employees, including bartending courses and even training courses, which can be converted in credits at many American universities.
The company’s former director, Howard Behar, believes that well-groomed and satisfied employees will thus provide care and provide the best experience for customers. A Starbucks employee once wrote on his personal page “No Starbucks employee ever told me what to do. They always start with: ‘Can you help me a little?’
Starbucks executives believe that building a company culture that values the relationship between employees and their workplace will better engage employees in their work environment. This leads to creating a comfortable and friendly working environment in all Starbucks stores around the world, making Starbucks a “third place” between customers’ home and work, where they can enjoy the “experience” in the way the most natural.
(Photo source: Internet)
Diverse but connected to all employees
Every company in the world intends to create a diverse and cohesive environment among employees, Starbucks not only has this intention but also aims to build a linguistically, ethnically as well as culturally diverse team of staff to create an environment familiar to any guest. All this to create an “experience space” for customers.
And when it comes to improving work culture, other companies often focus only on the negative aspects to overcome. This sounds reasonable, but Starbucks does the exact opposite when managers focus on discovering the positives of the current work environment, asking whether or not it relates to the company’s vision, and attempt to promote it.
This approach has been extremely effective compared to other “cultural reforms”, where every employee feels like they are part of the organization, they will be dedicated to making the company’s goals a reality.
Starbucks, success comes from culture
Today, Starbucks has become the largest coffee chain in the world, with nearly 27,000 stores, 238,000 employees and revenue of up to $22.39 billion annually. Much of this comes from Starbucks’ unique culture:
Employees as Partners – Starbucks often calls its employees “partners” and encourages them to voice their opinions and have more influence over the company. All employee contributions will be used to improve Starbucks’ products and business model.
Management is the leader – Starbucks managers are entirely responsible for “spreading” the culture to each of their employees.
The company’s “partners” always benefit from comprehensive knowledge and skills, from Starbucks products to service rules, especially on how to welcome customers and create a special Starbucks environment. Starbucks prides itself on being a company that invests more in employee training than communication, which has given rise to a Starbucks-like work culture and provided customers with the perfect Starbucks experience.
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