Communicating for a Cause

Knowing what to say can make a world of difference

  • Home
  • Archives
  • Profile
  • Subscribe
  • AspireOne
  • Jarbyco

$25 Cup of Experience

But not the kind of experience I've come to expect from Starbucks. I'm seriously beginning to wonder if they're losing their way.

I recently signed up for their newest "Gold" program. The 10% off wasn't a huge deal, but I liked the idea of being recognized as a loyal sbuxer & the free wifi seemed like it would be a nice touch when traveling.

I'll admit I neglected to read the fine print in the multi-page brochure and assumed the program was similar to the Starbucks Card I already have and the $25 would be loaded on my slick new "you're special and we appreciate you" card.

Imagine my surprise at the drive-thru early this morning to learn it wasn't.
   
    AND

  • That I had to haul my still-in-sweats-sans-makeup self into the store to get the [now clarified] "membership fee" refunded
  • Which was apparently "impossible" because I hadn't kept my receipt after ordering a couple of lattes the week before
  • Therefore I needed to call the 800 number to get help versus from the onsite store manager that sold it to me

But it gets better

  • The 800 operator told me their research team would look for the receipt after gathering a bunch more info, including the actual day I made the purchase, email it to me so I can bring it back to the store and start over again to request a refund. "Refunds could not be processed through corporate and could only be handled at the store level."
  • To top it off, instead of an apology by either rep for the inconvenience, unmet expectations and overall hassle, I was pointed to the middle of section II, page 6 fine print that *clearly* states I needed to have a receipt and that *no one else* has asked for a refund before...

You'veGottaBeKiddingMe

When designing a program to serve our best customers, [and this applies to all organizations] it's ESSENTIAL to think through the entire experience. If the program isn't meeting expectations, we've already failed and need to be in service recovery mode.

Make it painless to opt-out, apologize for the inconvenience, reward them for hanging in there. Don't point fingers [or worse, to an 800 number] layer additional red tape and otherwise throw gasoline on a fire.

Posted at 10:25 AM in Brand & Marketing, Food and Drink | Permalink | Comments (3) | TrackBack (0)

Tags: brand experience, customer service, Starbucks, Starbucks Gold program

Digg This | Save to del.icio.us

About

My Photo

Additional Resources

  • Church Marketing Sucks
  • Things the Puppy Ate
    A public service for all of those considering a lab puppy
  • And furthermore ...
    Musings longer than 140 characters

Archives

  • July 2012
  • April 2012
  • November 2011
  • April 2011
  • December 2010
  • November 2010
  • August 2010
  • July 2010
  • May 2010
  • April 2010

More...

Recent Posts

  • Why Do I Work with Churches?
  • What Does Mickey Mouse Have to do with Ministry?
  • RFP Questions To Ask
  • Uncomfortable in the Quiet
  • What Image Are We Reflecting?
  • Easter Opportunities
  • Pick up the Phone
  • M2LIVE :: 5 Quick Ways Social Media Can Kill Your Brand
  • Catalyst Atlanta
  • ECHO Conference

Recent Comments

  • Blog BeatOfYourLife on Why Do I Work with Churches?
  • Top non profit organizations on What Does Mickey Mouse Have to do with Ministry?
  • Dawn Nicole Baldwin on RFP Questions To Ask
  • flash game index on RFP Questions To Ask
  • épilation au laser paris on ECHO Conference
  • Dawn Nicole Baldwin on Uncomfortable in the Quiet
  • Jim Gray on Uncomfortable in the Quiet
  • Pandora Charm Beads on At a Loss for Words
  • skottydog on What Image Are We Reflecting?
  • Moncler France Boutique on Hurdles or Open Doors?

Categories

  • Books
  • Brand & Marketing
  • Business in Ministry
  • Conferences
  • Culture
  • Family
  • Food and Drink
  • Guest Post
  • Important Things to Know
  • Innovation & Entrepreneurs
  • Leadership Development
  • Quickies
  • Random Stuff
  • Religion
  • Social Justice
  • Word of Mouth
See More
Subscribe to this blog's feed