I want a voice into the coffee blends my local Starbucks brews!
At Starbucks this morning, I got some of the worst news one could get on an early Monday morning.
Sulawesi is likely to be replaced.
My first emotion was disappointment. Second was frustration. And then, stimulated by the other regulars in the conversation, the third was illumination – a not so big idea, that could be big for the Starbuck’s Digital Experience.
Let me explain what actually happened.
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You see while in line at my friendly neighborhood Starbucks, chatting with the regulars at that hour, the discussion centered on the bold coffee “Sulawesi” that Starbucks had been serving through the month of February. A solid bold coffee!
One of the Baristas overheard the conversation and joined in as the official Starbucks representative. The sentiment was that we had all been enjoying Sulawesi and the Barista attested that it had indeed been popular with the regulars. When one of them suggested, “You should just replace Pike with Sulawesi and bring Komodo Dragon back!” The Barista hesitantly replied, “Well, I think Verona is replacing it.”
WHAT? SAY IT AIN’T SO! HOW CAN THAT BE?
We just shook our heads. Pontificated what we would do if we were Starbucks CEO Howard Schultz for a day.
Now the conversation grew as others began to overhear the banter and bold talk. Many of the other regulars entered the conversation. Someone, also disappointed with the news on Sulawesi, said, “Verona? What do we have to do to bring the Dragon back? Why don’t you ask me what I want to drink?”
So, I had an idea, but needed to do some quick research to make sure Starbucks wasn’t already asking us what we wanted to drink.
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I found a recent Time article, in which Starbuck’s CEO Howard Schultz says he “has a lens on almost every community in America….. At 4:30 in the morning, I wake up and see the numbers of basically every store from yesterday.”
Well Mr. Schultz, you and Starbucks might have a lens into yesterday, but you don’t know what is on our minds today and what we expect from you tomorrow.
Then the not so big idea clearly illuminated itself. Starbucks simply needs to continue the innovation they already have underway with their Starbucks Digital Experience.
You see, as Howard Schultz points out in his Time interview, Starbucks does collect all kinds of information about me. Via the Starbucks App, they track my purchases, know what stores I frequent, the times, how many coffees, lattes, refills and pastries I buy. The application even gives me rewards for all my patronage. Free songs in the “Pick of the Week.” I can find the closet stores when traveling in unfamiliar areas. And, I can even view all my account history – Wow, that is a lot of coffee!
However, my Starbucks Digital Experience doesn’t tell me what I want to know now?
- What drink did I buy?
- What flavor?
- How many pumps?
I can’t track what I liked and didn’t like in the App.
And, Starbucks doesn’t ask me anything.
- Did I like my coffee today?
- How was the service?
- Do you like our new blend, Sulawesi?
- Do you like Sulawesi better than the Komodo Dragon you were drinking last fall?
The App doesn’t ask me anything other than my birthday and credit card number. Rather, it collects information and tries to anticipate me through data analytics. Starbucks HQ has no idea how I am feeling today and has little to no context on the conversation we had this morning about their coffee selections.
We want more Sulawesi and Dragon.
Starbucks needs more context.
I want a voice on what coffees you brew in the morning. And, based on the conversation this morning at my local Starbucks, the other regulars want a vote too. After all, we are some of your most frequent, loyal and loving customers 
So Starbucks, why not have the Starbucks Digital Experience ask me and my friends what we want you to serve when we come in to get our morning coffee? Why can’t we tell you what we like and what would most delight us?
Yes, we want a vote of sorts! We want a Voice of the Customer.
(For the record, I am a coffee drinker. Not a double this, triple pump that, frap drinker. Just an old fashioned coffee drinker that truly enjoys my Starbucks experience. I also enjoy good coffee and have a hard time finding a Starbucks substitute in both quality of coffee and environment)
