customer relationship management (crm) in starbucks 1
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TEAM XATALAY, CALISKAN, HEWITT,
KRISHNAMOORTHY, TREVOR ,PERDOMO AND TOKARCZYK
Customer Relationship Management (CRM) in
Starbucks
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Starbucks
Largest coffeehouse company in the world.16,635 stores in 49 countries.Enviable customer loyalty.Increasing sales and market share.
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Study
Analysis of Starbucks’ “Customer-Centricity” “Four Phases of Customer Orientation” model“Customer Orientation Self Assessment”
surveyAnalysis of Starbucks’ CRMCustomer-Centric marketing strategyProposed CRM
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Current Situation in CRM
Starbucks Rewards CardMystarbucksidea.com is operated by
Salesforce.comConsona3rd party websites2D mobile barcode system by CodilinkIn store feedback form1-800-23-LATTE
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Key Issues
Rewards Card is not freeMystarbuckidea.com is not connected to
ConsonaIn Store feedback forms are weakLong waiting times at 1-800-23-LATTEStarbucks Shared Planet and Community
Involvement programsBaristas and the Community
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Recommendations
Improve feedback: key in pads, 24x7 customer service, better in store feedback
Rewards Card program: free card, direct communication, easy use of coupons
Empower the store manager and the regional office to take key decisions Community Involvement: Increase local events
like “go green”, get-togethers Product offerings: customize some products to
suit the demographics of the area
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Recommendations
Better BI and Data warehousing toolsEmployee feedback opportunityImprove barista-customer relationsConsolidate the current customer relation
systems to one platform
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Are you growing your business with CRM?
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Critical Measurements
Online and store surveys to measure customer satisfaction
Employee satisfaction surveyNumber of Starbucks Cardholders: Customer
reactivation, Cross-sellNumber of customer complaints
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Critical Measurements
Revenue per store/ per regionProfit per customerCustomer retention, acquisition Total Revenue & Growth
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Consona Enterprise CRM Solution
Consona Software is one of the top CRM solutions in the world; has more than 4500 clients
Centralized application to attain a 360 degree view
Consolidation of different customer databases to a single system
Starbucks deployed Consona Enterprise CRM solution within its Foodservice team
“Starbucksidea.com” Salesforce to Consona platform
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Consona Enterprise CRM Solution
Easy to use: the user interface provides all key customer information in a single location for ease of use.
Customizable: Consona CRM process management module permits users to configure, modify the user interface and business processes.
Powerful Analysis: Consona CRM performance management module provides score carding, reporting, analytical analysis.
Consona Case management module provides all the functionality needed to manage service and support operations.
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Questions and Answers
Team XAtalay, Caliskan, Hewitt,
Trevor,Krishnamoorthy, Perdomo and Tokarczyk
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THANK YOU!