My Starbucks Idea
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Transcript of My Starbucks Idea
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Nick Kufus, Dylan Woll, Nathan Hungate, Zuan Sun, Meagan Corbett
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Marketing Strategy• Omnichannel Marketing Experience in the US
Similar Marketing Internationally
Social Local Web Mobile
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Open Innovation‘My Starbucks Idea’ Open Innovation Campaign
Strategy: Help shape the future of our company with your ideas
Open up the “customer needs discussion” by creating
mystarbucksidea.com
Share your ideas, tell us what you think of other ideas, and join the discussion.
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MSIWorking Principle:
Focus on customer involvement and feedback
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Voting/Implementing
• How to vote? Easy• Users can vote on different ideas to indicate
the wisdom of the crowd• Anyone can build a discussion around an idea
by commenting on it• Promote/Demote before becoming in action• Notice:• (1) Login first
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Implementing
• Action procedure: under review/reviewed/coming soon/launched
• Easy example in Product ideas. --- Starbucks Tribute Blend® is Back
• Original link• Online sales link
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Implementing
• Complex example in experience field.
• It probably took Starbucks user AB523 about 10 minutes to type out a very detailed and thoughtful suggestion about how to accept mobile payments at the Starbucks drive-thru windows.
• But for Starbucks to implement that idea effectively, it took a significant investment of time, talent, and capital. For example, sourcing the technology, installing the hardware, and deploying the training necessary for a drive-thru mobile payments solution that is both customer friendly and operationally sound creates compications.
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Implementing Method
•Starbucks can see which ideas gain popular support. • Implementation consists of data analysis, popularity, profit potential,
as well as Metrics…
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Metrics
Advantages:• Direct interaction
with customers• Easily quantifies the
popularity of each idea
• Track trends
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Metrics
Disadvantages:• The structure of
the website • Point based
system• Extra “noise”• Feedback could
be misinterpreted
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Conclusion
• Very Successful for Starbucks• Better Connection with Customers• Better Ideas for Improvement• Increased Customer Satisfaction and Loyalty