STARBUCKS 2
Starbucks: Improving Customer service
Cook (1997) points out that customer service plays a crucial role in the success of any
business. To gain a competitive edge over other competitors, Starbucks needs to consider this
element of management in addition to serving quality brewed coffee. Although producing quality
coffee translates to good turnover, focusing on improving efficiency, responsiveness to clients
and innovation creates a positive impression on clients. Consequently, it helps capture new
markets while maintaining the existing one through fulfilling and surpassing customer
expectations. Below are some of the measures the firm may undertake to achieve the above
objectives.
To ensure the use of quality ingredients in brewing the coffee, the company should take it
upon themselves to mentor and educate farmers from whom they source the products.
Accordingly, they should educate them on the best practices to combat pests and ensure quality
yields in the case of coffee beans. For milk, sugar and other products used, they should organize
conferences whereby they invite experts in the respective fields to help the producers improve
the quality of their products. As a result, Starbucks will have quality raw materials enabling them
to create the best coffee in the market. Not only will the shop be in a position to charge high for
the end product, but also lower its cost of production (Hill & Jones, 2011).
Secondly, the firm should train their staff on customer relations to improve efficiency
which amounts to increased revenues and customer satisfaction (Cook, 1997). The staff should
thus work on active listening skills while exercising critical thinking skills to come up with
innovative means to handle different clients. They should learn to add a personal touch while
dispensing their services, which makes the client feel a connection with the company. Creating
